About Audience lists in Audience manager

To provide a comprehensive and consolidated view of your Audiences and make audience management and optimization simpler, you’ll see 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 Audiences 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 New updates to Audience terms and phrases

Audience lists is a section in the Audience manager where you can create and manage your your data segments. Your website data campaigns allow you to have control over which audience segments can see your ads across YouTube, Gmail, Google Search, and the Google Display Network. Once you’ve set up an Audience source, you can advertise to an audience list you’ve created or to a list that Google Ads created for you.


  • See all of your data segments in one place.
  • View each segment type, status, and size (reach) on each active network.
  • Quickly add your data lists to ad groups and campaigns.
  • Adjust where and to whom your ads appear for optimal ad exposure.
  • Label your lists to filter and report on the data that interests you.
If you've set up the Google Ads tag for remarketing, you'll see that it consists of a global site tag and an event snippet. Learn how to adapt an existing global site tag for your Google Ads account.

How Audience lists works

Once the Google Ads tag is added to your site or app, it will collect data and add people to relevant lists. For example, a sandwich shop could make a "Lunch visitors" list and add users that visit their site during lunch hours to a new data segment. The list can be used in a "Lunchtime special" campaign to target those users and increase traffic to their site for lunch orders. Learn how to Create a website visitor segment

How to access Audience lists

  1. Sign in to Google Ads.
  2. Click the tools icon Google Ads | tools [Icon] in the upper right corner.
  3. Under “Shared library,” select Audience manager.
  4. You will arrive at the “Audience lists” page by default.

How data segments are organized

Audience lists display a table of up to 50 data segments at a time. You’ll see the names of your lists, checkboxes for bulk actions, and information at a glance including:

  • Type shows which people are included in this data segment and how the list was created.
  • Membership status shows whether a list is adding more users or not.
  • Size columns show how many people on your website data segment could be reached on each network (Search Network, YouTube, Display Network, and Gmail).
  • Labels help you organize keywords, ads, ad groups, campaigns, or your data segments into groups so you can filter and report on the data that interests you.

You can click on any one of the above categories to organize the entire table around a single category. For example, you can organize your lists by “Usage status” to quickly see which lists are currently in-use and which are not in-use.

Click on a check box next to a list name to open the blue toolbelt menu with options to add your list to an ad group or campaign, edit your list, or apply a label. You can click on multiple boxes to apply the action to multiple lists. Additionally, you can add optional columns to the table by clicking on the optional columns icon Columns above the table to the right.

Your data segments in the Audience list table may also provide additional description context like how the list was created or what source the list is based from.

Keep in mind that you still have to meet the size requirements.

Remarketing list size

The requirement to serve your remarketing list ads varies based on the target network. The accuracy of the estimated list size will vary depending on your list settings, the length of time since your tag was installed, your campaign settings, and other factors.

  • Google Display Network must have a minimum of 100 active visitors or users within the last 30 days.
  • Google Search Network must have a minimum of 1,000 active visitors or users within the last 30 days.
  • YouTube must have a minimum of 1,000 active visitors or users within the last 30 days.
  • Gmail ads must have a minimum of 1,000 active visitors or users within the last 30 days in the Display Network.
  • Discovery ads must have a minimum of 1,000 active visitors or users within the last 30 days.

If you have trouble with remarketing lists:

Types of data segments

Website visitors

This is the standard data segment type for a website-based campaign. These segments track user behavior in your website and will add those users according to criteria specified by you or Google Ads, if automatically generated. These criteria can be visits, click-in source, click-out location and the various stages of a conversion. You can create this kind of data segment once the global site tag has been added to your website. Some audience segments that include your website visitors will be automatically created for you, including "All Visitors" and "All Converters." Learn more About automatically created lists

Customer segments

These are segments generated based on the Google Ads Customer Match feature. Customer segments allow you to upload contact information that your customers have shared with you, such as emails or zip codes, to show ads to your customers as they browse across Google properties like Google Search or YouTube. Learn more About Customer Match

Similar segments

These are people who don’t precisely match but share other behaviors with people in your existing data segments. For example, a footwear advertiser may find that their sandal buyers also search for pool accessories so they may want to try creating a Similar segment targeting searchers of pool accessories to show ads for their summer footwear. Similar segments are created automatically for you, once your seed list is sufficiently sized. Learn more About Similar segments

Note: A side effect of Similar segment serving is that there can be inaccuracies in estimating sizes from their logical combinations.

YouTube users

These are users that view and/or interact with your video ads are added to YouTube lists. These data segments can be created by first linking your YouTube channel to your Google Ads account. Learn more About advertising to YouTube viewers

App users

These are the users that have your app installed on their device and are added to these lists. They become eligible to be shown your ads while using other apps on the Google Display Network. Learn more about Creating an App campaign

Custom combination

This is a type of segment created when you manually combine two or more existing data segments. For example, if you have a segment of high value shoppers and a segment of people who bought electronics from you, then you can target possible buyers of your new high value electronics by combining (ANDing) the two segments. Learn more About Custom combination


This segment keeps track of people who’ve already called your business. You can re-engage with these users by showing follow-up ads, or exclude them from future ads to focus solely on new leads. Additionally, you can target specific ad formats or adjust bids for people on your segment. These segments are automatically generated, and you won’t be able to add or remove individual members. Callers will appear as a website visitors segment.

Ways to act on your lists

Creating lists

You can create your data segments based on the data gathered from your audience sources. Google Ads automatically generates some lists for you that are based on your audience sources.

To add a new list manually, click on the plus icon and select the type of the list you’d like to create.

Add to…

Ad groups. You can associate the lists with one or more ad groups so that the ads in the group will be shown to the people in your lists.

Campaigns. Select one or more campaigns in which to include your lists.


The selected list(s) will be labeled ‘removed’ and no longer appear in your main Audience lists table as long as they keep that label.


Pausing a list will suspend it from the ad group or campaign associated with the list. A paused list will still add users to the list.


Apply labels to your lists for organizational purposes. Google Ads has its own set of labels, but you can add your own at any time to organize your lists in a way that makes sense to you.

Learn how to edit, pause, or remove your data segments

Reasons to improve your lists

Your data segments targeting the Google Display Network must have a minimum of 100 active visitors or users within the last 30 days for your ads to show; lists targeting Google search must have a minimum of 1,000 active visitors or users. List targeting on Gmail ads must have a minimum of 1,000 active users or visitors. Based on the number of visitors able to be reached on each network, the list sizes may vary.

Additionally, a list with at least 1,000 users will be surfaced in Audience insights to help you find new segments by showing valuable information about the people that make up your list.

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