Create an audience segment that includes your website visitors

To provide a comprehensive and consolidated view of your Audiences and make audience management and optimisation simpler, you’ll find the following improvements in Google Ads:

  • New audience reporting
    Detailed reporting about audience demographics, segments and exclusions is now consolidated in one place, the 'Audiences' tab within the left page navigation menu. You can also easily manage your audiences from this report page. Learn more about Audience reporting
  • New terms
    We’re using new terms on your Audience report and throughout Google Ads. For example, 'audience types' (these include similar, custom, in-market and affinity) are now referred to as audience segments and 'remarketing' is now referred to as 'your data'. Learn more about the updates to Audience terms and phrases

Show ads to people who have visited your website before. This article explains the steps that you’ll need to follow to create an audience segment that includes people who have visited your website.

Before you begin

If you aren't familiar with how to set up your data segment, you should read How your data works first.


  1. Sign in to Google Ads.
  2. Click the tools icon Google Ads | tools [Icon], then click Shared library.
  3. Click Audience manager.
  4. Click Audience lists.
  5. To add a website visitors list, click the plus button and select Website visitors.
  6. On the page that opens, start by entering a descriptive remarketing list name. 
  7. Choose a template from the 'List members' drop-down menu.
  8. Select a set of rules from the “Visited pages” drop-down menu options. For each menu option, add the conditions for web pages on your site where you'd like to collect visitor cookies. Values can be words, numbers or dates, depending on the rule template and conditions that you selected for the list that you’re creating. After you've completed a rule, click Or or Add (depending on the rule option that you selected)
  9. Enter an initial list size, which is the number of visitors to your website during a set period of time. You can add site visitors from the previous 30 days to your list, or you can start with an empty list. 

    Note: If you have a remarketing tag on your website and want to include visitors who match your list’s rules, select the option to add site visitors from the previous 30 days.
  10. Enter a membership duration, which is the length that you want a visitor to stay on your list. You can change the membership duration at any time. 
  11. (Optional) Enter a description of your audience.
  12. Click Create audience.

Create as many data segments as you'd like. Then you can create new campaigns and ad groups where you can add them.

Note: Google Ads does not permit the implementation of tags on pages related to policy-restricted offers. Learn more about the Personalised advertising policy

Best practices: Tick icon Best practices

Read the Google Best Practices guide to learn how to re-engage previous site visitors with personalised ads.
Reach past visitors with display ads that use your data: Google Best Practices

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