Set up an audience source

An audience source is a first-party data source you can use to create remarketing lists in Google Ads. For example, you can set up an audience source to reach people who've visited your website, used your app, watched your video, or shared their information with you.

This article explains how to set up an audience source.

Benefits

  • Set up or link audience sources to unlock the power of remarketing.
  • Manage, monitor, and troubleshoot your audience sources.
  • View the tag hits, active parameters, and audience lists created from each audience source.

Choose an audience source

Most audience sources require you to link your Google Ads account with the source’s account. Follow the instructions below to set up a new audience source in your Google Ads account.

Google Ads tag

Collect data for your remarketing lists and conversion tracking by adding the Google Ads tag to your website.

Instructions

  1. Click the tools icon  in the top right corner of your screen.
  2. Under "Shared library" click Audience manager.
  3. From the page menu on the left click Audience sources.
  4. In the Google Ads tag card, click Set up tag.
    1. If you already set up a Google Ads tag, you can edit the tag by clicking the 3-dot menu and then Edit.
  5. Decide what data your tag should collect:
    1. “Collect standard data available from this data source” collects general website visit data.
    2. “Collect specific attributes or parameters to personalize ads” tailors your ads based on user activity.
      • This option is also known as “Dynamic remarketing” and allows you to show ads to people on your remarketing lists based on their activity on your site or app.
  6. Select the general parameters you'd like to track
  7. If you selected “Collect standard data available from this data source” move on to step 9.
  8. If you selected “Collect specific attributes or parameters to personalize ads”: 
    1. Select a business type. 
      • Business type is used to tell your tags to collect information about activity on your website that's specific to your business type. If your business type isn’t listed, select “Other (custom option)".
    2. Select the business type parameters you'd like to track.
  9. Click Create and continue
  10. Install the global site tag and Google Ads event snippet in the <head> section of your HTML pages. Learn more about the Changes to the Google Ads remarketing tag.
    1. You can either:
      • Copy the code
      • Use Tag Manager
      • Download the tag
      • Email the tag to your web developer
    2. Read Tag your site for remarketing for step by step instructions.  
  11. Click Done.

Google Analytics

View website statistics, track conversions, and bring over your Google Analytics remarketing audiences.

Before you begin

  • Make you sure you have the necessary permissions to see the view levels in your Google Analytics property. If you need to request permission, learn how at User management.
  • You’ll need to link your Google Analytics account with your Google Ads account. Learn more at Link Google Analytics and Google Ads.

Instructions

  1. Click the tools icon  in the top right corner of your screen.
  2. Under “Shared library” click Audience manager.
  3. In the page menu on the left click Audience sources.
  4. In the Google Analytics card click Set up.
  5. Decide what data this source should collect:
    • “Collect standard data available from this data source” collects general website visit data.
    • “Collect specific attributes or parameters to personalize ads” tailors your ads based on user activity.
      • This option is also known as “Dynamic remarketing” and allows you to show ads to people on your remarketing lists based on their activity.
  6. If you selected “Collect standard data available from this data source”:
    • Continue to step 8.
  7. If you selected “Collect specific attributes or parameters to personalize ads”: 
    1. Choose a business type. 
      • Business types tell your tags to collect information about activity on your website that's specific to your business type. If your business type isn’t listed, select “Other (custom option)".
    2. Click on the Analytics view which has the Dynamic Attribute data.
    3. Select the attributes and their associated dimensions you want to track. These attributes tell Analytics to send Google Ads information about activity on your website that's specific to the content your customers view.
      1. Check the box next to the attribute you’ve selected.
      2. Click the drop-down arrow next to “Select dimension”.
      3. Choose a predefined dimension, or create your own.
  8. Click Create and continue.

Google Analytics App + Web and Firebase

The Google Analytics App + Web property is currently in beta. Learn more

For Google Analytics App + Web properties and Firebase projects, you can import web and app conversions, transactions, and remarketing audiences built in Google Analytics to your Google Ads account.

Before you begin

  • Make sure you have the necessary permissions to see the view levels in your Google Analytics App + Web property or Firebase project. If you need to request permission, see User permissions.
  • Link your Google Analytics App + Web property or Firebase project with your Google Ads account. To learn more, see Link Google Ads with Google Analytics App + Web or Firebase.
  • Google Analytics App + Web audience lists, Google Analytics App + Web tag hits (mobile), and Firebase tag hits will appear under the “Google Analytics App + Web and Firebase” tile in “Audience sources." 
  • Dynamic remarketing for web isn’t supported by Google Analytics App + Web properties.

Instructions

  1. Click the tools icon  in the top right corner of your screen.
  2. Under “Shared library”, click Audience manager.
  3. In the page menu on the left, click Audience sources.
  4. In the “Google Analytics App + Web and Firebase” card, click Link to App + Web and Firebase to link your Google Ads account to a Google Analytics App + Web property or a Firebase project. When you finish, the “Google Analytics App + Web and Firebase” card appears as an audience source. To learn more, see Link Google Ads with Google Analytics App + Web or Firebase.
  5. To add more properties or projects, click Link another property in the “Google Analytics App + Web and Firebase” card.

YouTube

Remarket to people who engage with your YouTube channel, track what people do after watching video ads, and drive clicks with call-to-action overlays.

Learn how to Link YouTube channels with Google Ads.

Play

Create remarketing lists based on current app users and track in-app purchases as conversions to see which ads drive action.

Learn how to Link Google Play and Google Ads.

App analytics

Link a third-party app analytics provider or your own software development kit (SDK) to your Google Ads account.
Note: If you want to use Firebase as an audience source, see the "Google Analytics App + Web and Firebase" section.

Instructions

  1. Click the tools icon  in the top right corner of your screen.
  2. Under “Shared library” click Audience manager.
  3. From the page menu on the left click Audience sources.
  4. In the App analytics card, click Set up.
  5. Decide what data your source should collect:
    • “Collect standard data available from this data source” collects general website visit data.
    • “Collect specific attributes or parameters to personalize ads” tailors your ads based on a feed and user activity.
      • This option is also known as “Dynamic remarketing” and allows you to show ads to people on your remarketing lists based on their activity.
  6. Decide if you want to “Include the user ID parameter in the tag”. If so, check the box. If not, leave it unchecked.
    • If your website has a user login, this parameter will collect the user IDs of people on your remarketing list so you can show more personalized ads.
  7. If you selected “Collect standard data available from this data source” move on to step 9.
  8. If you selected “Collect specific attributes or parameters to personalize ads”: 
    1. Choose a business type. 
      • Business type is used to tell your tag to collect information about activity on your website or app that's specific to your business type. If your business type isn’t listed, select “Other (custom option)".
    2. Select the parameters you want to track.
  9. Click Create and continue.
  10. Install an SDK. 
  11. Create a feed for ad personalization (if you selected “Collect specific attributes or parameters to personalize ads”).

Customer data

Use marketing data to reach your customers as they browse across Google's properties like Google Search, YouTube, or Gmail. Learn more at Upload data files and manage your Customer Match audiences.

Instructions

  1. Click the tools icon  in the top right corner of your screen.
  2. Under “Shared library” click Audience manager.
  3. From the Page Menu on the left click Audience lists.
  4. Click the plus button  to create a new audience list.
  5. Choose “Customer list”.
  6. Choose whether to upload customer data in a plain text data file or a hashed data file.
    1. If you choose plain text, the private customer data in your file will be hashed on your computer using the SHA256 algorithm before it’s sent securely to Google's servers. 
    2. If you choose to hash your data, make sure it meets the requirements described in the Data file upload requirements section of this article. 
  7. Choose your file.
  8. If you agree, check the box “This data was collected and is being shared with Google in compliance with Google's policies
  9. Set a membership duration. The default is unlimited, but you can set a custom time limit.
  10. Click Save.
  11. You can view the progress of uploading your data file under "Audience Lists". This process may take take up to 48 hours to complete.
     
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