About remarketing using Firebase data

You can link your Google Ads account to your Firebase project to use the audiences created using Firebase data.

Before you begin

It's not possible to use remarketing lists from Firebase audiences unless your accounts are linked. To learn how to link your Google Ads account to Firebase, read Link a Google Analytics 4 property or Firebase project to Google Ads

How it works

In your Google Ads account, you can create mobile app remarketing lists that are based on Firebase audiences. Lists based on mobile app data can be targeted by Search, Display, and Video campaigns. You can also create audiences in Firebase using any combination of events and user properties (for example, “Android users who live in Brazil”). Below are some lists that are available by default in Google Ads when the Google Ads account is linked to a Firebase project.

  • Purchasers: People who have purchased an app or made an in-app purchase.
  • All users: People who have installed your app.

Remarketing lists created in Firebase

Any remarketing lists created in the Firebase account are managed by Firebase. The Google Ads account holder won't be able to make changes to those lists. If the Google Ads account is unlinked, ad groups that are actively targeting lists based on Firebase data will stop running.

Sharing remarketing lists between Google Ads accounts

Manager accounts with access to Firebase data can also share Firebase data with managed accounts. The Firebase account admin can share those lists with other managed accounts, or with manager accounts. If at any point the link between the Google Ads account and Firebase is broken, then all of the other accounts sharing that data will no longer have access, and the ad groups targeting lists based on those accounts will stop running.

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