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.

Note: Starting in spring 2021, you’ll be able to easily target the audience you want with a new simplified way to create your app remarketing lists. This builds on what’s already available in your Audience manager tools.

The simplified flow lets you create complex audiences 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 an audience list.
  4. Select App Users in the options menu.
  5. Name the audience 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 in the audience field.
  12. Click Create Audience to save this new audience 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 an audience list.
  4. Select App Users in the options menu.
  5. Name the audience 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 this new audience 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 an audience list.
  4. Select App Users in the options menu.
  5. Name the audience 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 this new audience list.


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