Creating Key Audiences in GA4

Creating Audiences in Google Analytics 4 (GA4)

Creating audiences in Google Analytics 4 (GA4) is a key process that allows you to segment your user base based on a wide variety of conditions, which can then be used for further analysis, marketing, and remarketing efforts. This documentation will guide you through the process.

Creating Audiences in GA4

  1. In the GA4 interface, click the settings gear on the bottom left of navigation menu.
  2. Under the Property panel, select "Audiences":
  3. Click the "New audience" button and choose the create a custom audience option.
  4. Input your desired Audience name at the top.
  5. You'll now be able to define the conditions that segment your audience. Under "Add new condition", you can select from the parameters available in the dropdown menu. Here are some good audiences to set up:
    1. All Account Traffic: Where Domain does not contain N/A or Domain does not contain (not set):
    2. ICP Audience: Use a cross section of the Triblio firmographic dimensions, such as Employee Size, Revenue Range, and Industry. 
    3. Seen a Personalization: An Event condition where "tr_event does not contain (not set)".
    4. Custom CRM Audiences: Utilizing your CRM to enrich your on site analytics by pushing an account field into GA? You can set up an audience that looks for specific account fields to show up, like Account Type, or Target Account Tier, or Current Customer is True. 
  6. After setting up your conditions, you can also add a membership duration. This determines how long a user will remain in this audience after they've met the conditions. By default, GA4 sets this to 30 days, but you can change it according to your needs. We recommend setting this to at least 90-180 days for B2B so that you can use it more effectively assess trends over quarters.
  7. Once you're happy with the conditions and membership duration, click "Save" in the top-right corner. Be careful here, as you cannot edit audiences after you save them, except the name and the description.

Note: Audiences are not retroactive. They start accumulating data from the moment you create them.

Your new audience is now created and will start populating with users who meet the defined conditions.

Viewing Your Audiences

To view your audiences, go to the "Audiences" section as described above. Here, you will see a list of your audiences, along with key metrics such as size and user engagement.

You can click on each audience to view more detailed data. Remember, there's a delay before GA4 populates an audience, so you may not see data immediately.

Using Your Audiences

Created audiences can be used in a variety of ways, including:

  • Analysis: Use your audiences as a top level comparison on any report or use them in the Explore tool to gain deeper insights into the behavior and performance of specific user groups.
  • Advertising: Export your audiences to Google Ads for targeted advertising and remarketing campaigns.

Remember to revisit and adjust your audiences as your business needs and data analysis objectives evolve over time.

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