Create audience segments of your app users

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 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

When managing campaigns that use your data for audience targeting, you may find it helpful to identify and advertise to specific audience segments. In this article, you'll learn how to create your data segments comprised of different app users. Click to expand each section below.

Note: Starting in spring 2021, you’ll be able to easily target potential customers you want with a new simplified way to create your data segments comprised of app users. This builds on what’s already available in your Audience manager tools.

The simplified flow lets you create complex audience segments easily by displaying all available app actions with the ability to combine multiple inclusion and exclusion conditions.

All users except those who have taken certain actions

For this use case, you’ll include all users who have taken any action and exclude users who have taken certain actions.

  1. Click the tools icon Tools icon in the top right to open "Tools & Settings".
  2. Under "Shared Library", click Audience manager.
  3. Click the plus button to add your data list.
  4. Select App users in the options menu.
  5. Name your data list in the "Audience name" field.
  6. Select your app in the "App" drop-down menu.
  7. Select Any Action and enter the number of days to include all app users who have been active in that range (the default is 30 days, and 540 days is the maximum number of days supported).
  8. Click Exclude Action and select the action name and numbers of days as required.
  9. Repeat the previous step to exclude additional users who took other actions.
  10. Select between pre-filling the list or starting with an empty one.
  11. Add an optional description of the audience segment in the audience segment field.
  12. Click Create Audience to save your new data list.

Users who have taken multiple actions

For this use case, you can include users who have taken multiple actions by combining each action with an AND function.

  1. Click the tools icon Tools icon in the top right to open "Tools & Settings".
  2. Under “Shared Library,” click Audience manager.
  3. Click the plus button to add your data list.
  4. Select App users in the options menu.
  5. Name your data list in the “Audience name” field.
  6. Select your app in the “App” drop-down menu.
  7. Select the action name and enter the number of days as required.
  8. Click Add Action (And) and enter the additional action name and number of days as required.
  9. Repeat the previous step to include users who took additional actions.
  10. Select between pre-filling the list or starting with an empty one.
  11. Add an optional description of the audience in the audience field.
  12. Save your data list by clicking Create Audience.

Note: This setup will create a list of users who have performed both action A and action B. The list size here tends to be less than a list of users who have performed action A OR action B.

Users who took one action but not another

For this use case, you can include users who have taken a certain action and exclude users who have taken another action.

  1. Click the tools icon Tools icon in the top right to open “Tools & Settings”.
  2. Under “Shared Library”, click Audience manager.
  3. Click the plus button to add your data list.
  4. Select App users in the options menu.
  5. Name your data list in the “Audience name” field.
  6. Select your app in the “App” drop-down menu.
  7. Select the action name to include and enter the number of days as required.
  8. Click Exclude Action and enter the action name and number of days as required.
  9. Select between pre-filling the list or starting with an empty list.
  10. Add an optional description of the audience in the audience field.
  11. Click Create Audience to save your new data list.

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