Audience targeting

This feature is only available in Google Optimize 360, part of Google Marketing Platform.
Learn more about Google Marketing Platform.

Optimize 360 allows you to target experiments at Google Analytics Audiences. This allows you to focus your experiment on a group of users who have exhibited specific behaviors on your site.

When to use Audience targeting

Audience targeting is useful for targeting high-value customers with special offers and incentives or loyal customers with an email signup. You can target users interested in a specific product category to see if a customized home page increases conversions. You can also create Audiences in Google Analytics for users who have converted recently, who convert frequently, or who spend a lot of time on your website, and then target them from within Optimize.



Audience sharing with Optimize is available in all Analytics properties that are enabled for Optimize 360 in Google Marketing Platform Home. Learn more about Optimize 360 enablement.

Target an Audience in Optimize

To target Audiences in Optimize, you must first create an Audience in Google Analytics, select "Optimize" as the list destination, then target your Optimize experiments to it. Once you have an Audience destined for Optimize, here's what to do on the Optimize side:

  1. Create an experiment and a variant in Optimize.
  2. In the Targeting section, click +CREATE RULE under When, then click URLs.
  3. Add the URL of the page that you wish to experiment on, then click ADD.
  4. Click AND to add another rule.
  5. Click Google Analytics Audiences from the Create Rule property panel.
  6. Select the Audience that you created in Google Analytics, then click ADD.
  7. Click SAVE at the bottom of the page.
  8. Start your experiment.

To see examples of Audiences you can create and target, read Remarketing Audience examples.

Example 1: Target high-value customers

To target high-value customers (e.g. those that have spent over $100), create this Analytics Audience:

  1. Sign in to Google Analytics.
  2. Select the Admin tab and navigate to the PROPERTY where you want to create this Audience.
  3. In the PROPERTY column, select Remarketing > Audiences.
  4. Click + NEW AUDIENCE.
  5. Select a View.
  6. Choose Optimize 360 as the Destination account.
  7. Click Next Step.
  8. Under Define Audience, click Create New.
  9. Click Conditions.
  10. Click the Sessions drop-down menu and change it to Users.
  11. Click the dimension and metric drop-down menu (Ad Content is selected by default) and search for Revenue.
  12. Select Revenue from the search results
  13. Create a condition for: Revenue – per user – greater than (“>”) – 100.
  14. Click Apply.
  15. Enter an Audience Name (e.g. “Revenue per user > 100”).
  16. Click Save.

Example 2: Target customers of a specific product category

To target customers of a specific product category, create this Audience in Analytics.

  • Sign in to Analytics.
  • Select the Admin tab and navigate to the PROPERTY where you want to create this Audience.
  • In the PROPERTY column, select Remarketing > Audiences.
  • Click + NEW AUDIENCE.
  • Select a View.
  • Choose Google Optimize as the Destination account.
  • Click Next Step.
  • Under Define Audience, click Create New.
  • Click Conditions.
  • Click the Sessions drop-down menu and change it to Users.
  • Click the dimension and metric drop-down menu (Ad Content is selected by default) and search for Product Category.
  • Select Product Category from the search results.
  • In the open text field, enter the name of one of your categories, e.g. “camping.”
  • Create a condition for: Product Category – contains – camping.
  • Click Apply.
  • Enter an Audience Name (e.g. “Camping customers”).
  • Click Save.

Audiences are pre-populated

When you create a new Audience, Analytics populates it with up to ten days of data so that you can use it right away. If you have fewer than ten days of data available, then Analytics uses the data you have.

Learn more about pre-population support and the ten day lookback window in the Analytics help center.

Membership duration

When targeting Analytics Audiences, keep in mind that Audiences have a shelf life that is controlled by the membership duration that is set in Analytics. These are the important parts:

  • Membership duration is the amount of time that a given Analytics cookie remains in an Audience.
  • Cookies added to an Audience are removed n days after they are added, typically 30.
  • Audiences default to 30 days when created in Analytics.

Additional considerations

Here a few things to keep in mind when targeting Audiences in Optimize:

  • Analytics Audiences include any view filters that have been applied. View filters do not affect any other targeting filters.
  • Audiences are based on your first-party Analytics data. The integration does not require enabling Remarketing or Advertiser Features in Analytics.
  • Editor role for the Analytics property is required to share an audience to Optimize.
  • Audiences shared with Optimize cannot contain Demographics and Interests data. Learn more about Google Audience data.
  • Audiences created in a User ID enabled view are not supported at this time.
  • Lifetime value of a customer is calculated based on the most recent 90 days. Learn more.

Quick Tips: Using Google Analytics Audiences in Optimize

Quick Tips: Google Analytics Audience Examples for Optimize

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