Create remarketing audience lists of app users

When managing your remarketing campaign, you may find it helpful to identify and advertise to specific audience groups. In this article, you'll learn how to create remarketing lists for different app audiences. Click to expand each section below.

All users except those who have taken certain actions

For this use case, you’ll take three main steps to ensure that your list includes the right users and correctly excludes all other users. For example, you may be a retailer targeting users who have not made a purchase. You'll follow the three main steps below.

  1. Create a list of all of your app’s users.
  2. Create a list of users who have taken certain actions.
  3. Combine the all-user and certain actions lists into one list with your target audience.

Step 1: Create an all users list

iOS

  1. Click the tools icon in the top right to open “Tools & Settings”.
  2. Under “Shared Library,” click Audience Manager.
  3. Click the plus button Open Create menu icon to add an audience list.
  4. Select App Users in the options menu.
  5. Name the audience list in the “Audience name” field.
  6. Select “All users of an app” in the “List Members” field.
  7. Select your app in the “App” drop-down menu.
  8. Choose between pre-filling the list or starting with an empty one. 
  9. Membership duration” is set at default to 540 days.
  10. Add an optional description of the audience in the audience field.
  11. Save this new audience list by clicking Create Audience.

Android

Link your Google Play Account to your Google Ads account. This will automatically create the “All users” list for you. That list will appear in your Audience Manager. Learn more about linking Google Play and Google Ads accounts

Step 2: Create a list of users who have taken the actions you want to exclude

  1. Click the plus button Open Create menu icon to add an audience list.
  2. Select App Users in the options menu.
  3. Name the audience list in the “Audience Name” field.
  4. “Took specific actions within an app” is selected by default in the “List Members” field. This is the option you’ll use for this list.
  5. Select your app in the “App” drop-down menu.
  6. Under “Include people who took the following action(s) in the app,” select Match any rule group.
  7. Select “event” and equals” in the “App actions” selector menu.
  8. Insert the action in the action field. (For example, taking the example above, your “event” might equal “shoppers_who_have_purchased”).
  9. Choose between pre-filling the list or starting with an empty one. 
  10. Insert “Membership duration” in number of days.
  11. Add an optional description of the audience in the audience field.
  12. Save this new audience list by clicking Create Audience.

Step 3: Create a custom combination list of the two lists created in steps 1 and 2.

  1. Click the plus button Open Create menu icon to add an audience list.
  2. Select Custom combination in the options menu.
  3. In the “Audiences to combine” table, “Any of these audiences (OR)” is set as the default in the drop-down menu.
  4. In the right column, click on the drop-down arrow for “App users” to see audiences for app users.
  5. You’ll see the “All Users” audience list you created in Step 1. Select the box beside it.
  6. Click DONE.
  7. Click AND.
  8. Select None of these audiences in the drop-down menu.
  9. In the right column, click on the drop-down arrow for “App users” to see audiences for app users.
  10. Click on the list you created in Step 2. (From the example above, “shoppers who have purchased”).
  11. Click DONE.
  12. Click CREATE AUDIENCE. This will be the list you use for this use case.

Users who have taken multiple actions

For this use case, you’ll take three or more main steps to ensure that your list includes the right users and correctly excludes all other users. For example, your business may be a food establishment targeting customers who have ordered delivery and dined at one of your restaurants over the last 60 days. You'll follow the three main steps below.

  1. Create a list for action 1.
  2. Create a list for action 2, and so on until you’ve covered all actions that you want to include.
  3. Combine all action lists into a single list.

Step 1: Create an individual list of users for action 1

  1. Click the tools icon in the top right to open “Tools & Settings”.
  2. Under “Shared Library,” click Audience Manager.
  3. Click the plus button Open Create menu icon to add an audience list.
  4. Select App Users in the options menu.
  5. Name the audience list in the “Audience Name” field.
  6. “Took specific actions within an app” is selected by default in the “List Members” field. This is the option you’ll use for this list.
  7. Select your app in the “App” drop-down menu.
  8. Under “Include people who took the following action(s) in the app,” select Match any rule group.
  9. Select “event” and “equals” in the “App actions” selector menu.
  10. Insert the action in the action field. (Following the example above, your “event” might equal “ordered_delivery”).
  11. Choose between pre-filling the list or starting with an empty one.
  12. Insert “Membership duration” in number of days. (In the case of our example above, you would add “60”).
  13. Add an optional description of the audience in the audience field.
  14. Save this new audience list by clicking Create Audience.

Step 2: Create an individual list of users for action 2

  1. Click the plus button Open Create menu icon to add an audience list.
  2. Select App Users in the options menu.
  3. Name the audience list in the “Audience Name” field.
  4. “Took specific actions within an app” is selected by default in the “List Members” field. This is the option you’ll use for this list.
  5. Select your app in the “App” drop-down menu.
  6. Under “Include people who took the following action(s) in the app,” select Match any rule group.
  7. Select “event” and “equals” in the “App actions” selector menu.
  8. Insert the action in the action field. (To follow the example above, action 2 might equal “dined_in”).
  9. Choose between pre-filling the list or starting with an empty one. 
  10. Insert “Membership duration” in number of days. (In the case of our example above, you would add “60”)
  11. Add an optional description of the audience in the audience field.
  12. Save this new audience list by clicking Create Audience.

Step 3: Create a custom combination list for all actions

  1. Click the plus button Open Create menu icon to add an audience list.
  2. Select Custom combination.
  3. In the “Audiences to combine” table, click on the drop-down arrow to select “Each of these audiences (AND)”.
  4. In the right column, click on the drop-down arrow for “App users” to see audiences for app users.
  5. Click on the boxes beside actions 1 and 2 selected in the steps above (for example, “ordered delivery” and “dined in”).
  6. Click DONE.
  7. Add an optional audience description
  8. Click CREATE AUDIENCE to save this new list of combined actions. This will be the list you use for this use case.

Users who took one action but not another

For this use case, you’ll take three main steps to ensure that your list includes the right users and correctly excludes all other users. For example, if your business offers consultancy, you may want to target users who have contacted your sales team but who have not committed to your services. You'll follow the three main steps below.

  1. Create a list of users who’ve done the action you want to include.
  2. Create a list of users who’ve done the action you want to exclude.
  3. Combine the two lists to include everyone in the first list but not the second.

Step 1: Create a list of users who have taken an actions you want to include

  1. Click the tools icon in the top  right to open “Tools & Settings”.
  2. Under “Shared Library,” click Audience Manager.
  3. Click the plus button Open Create menu icon to add an audience list.
  4. Select App Users in the options menu.
  5. Name the audience list in the “Audience Name” field.
  6. “Took specific actions within an app” is selected by default in the “List Members” field. This is the option you’ll use for this list.
  7. Select your app in the “App” drop-down menu.
  8. Under “Include people who took the following action(s) in the app,” select Match any rule group.
  9. Select “event” and “equals” in the “App actions” selector menu.
  10. Insert the action in the action field. (Following the example above, “event” might equal “contacted_us”).
  11. Choose between pre-filling the list or starting with an empty one. 
  12. Insert “Membership duration” in number of days. (In the case of our example above, you would add “60”)
  13. Add an optional description of the audience in the audience field.
  14. Save this new audience list by clicking Create Audience.

Step 2: Create a list of users who have taken the actions you want to exclude

  1. Click the plus button Open Create menu icon to add an audience list.
  2. Select App Users in the options menu.
  3. Name the audience list in the “Audience Name” field.
  4. “Took specific actions within an app” is selected by default in the “List Members” field. This is the option you’ll use for this list.
  5. Select your app in the “App” drop-down menu.
  6. Under “Include people who took the following action(s) in the app,” select Match any rule group.
  7. Select “event” and “equals” in the “App actions” selector menu.
  8. Insert the action in the action field. (To follow the example above, the list of users to exclude would be “all_users_who_have_committed_to_services”).
  9. Choose between pre-filling the list or starting with an empty one. 
  10. Insert “Membership duration” in number of days. (In the case of our example above, you would add “60”)
  11. Add an optional description of the audience in the audience field.
  12. Save this new audience list by clicking Create Audience.

Step 3: Create a custom combination list of the two lists created

  1. Click the plus button Open Create menu icon to add an audience list.
  2. Select Custom combination in the options menu.
  3. In the “Audiences to combine” table, “Any of these audiences (OR)” is set as the default in the drop-down menu.
  4. In the right column, click on the drop-down arrow for “App users” to see actions for app users.
  5. You’ll see the audience list for the action you included in step 1. Select the box beside it.
  6. Click DONE.
  7. Click AND.
  8. Select None of these audiences in the drop-down menu.
  9. In the right column, click on the drop-down arrow for “App users” to see audiences for app users.
  10. Click on the list with the action from step 2 that you want to exclude.
  11. Click CREATE AUDIENCE to save this new list of combined actions. This will be the list you use for this use case.

 

PLEASE READ: Tips for Step 2 of Every Use Case Above

Rules for audience lists based off of “action name” must exactly match the conversion actions listed in the “Measurement” tab.

To identify the exact name of the conversion action:

  1. Click on the tool icon for “Tools & Settings”.
  2. Under “Measurement”, click Conversions.
  3. Under “Conversion action”, find the action that pertains to the list that you’re creating.
  4. Click on that action to go to the “Settings” view.
  5. You’ll see the exact name of the action beside either “Third-party app analytics event” or “Firebase event”, depending on whether you’re using a third-party or Firebase.
  6. Use that action name when creating your audience lists.


Related links

Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue