To provide a comprehensive and consolidated view of your Audiences and make audience management and optimization simpler, you’ll find the following improvements in Google Ads:
- New audience reporting
Go to Audiences within the Campaigns menu
for detailed reporting about audience demographics, segments, and exclusions. 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 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.
Prerequisites
To create audience segments based on specific app actions, ensure the following:
- Conversion tracking is set up. You need to implement conversion tracking to track actions in your app and send the data to Google Ads. Learn more About mobile app conversion tracking.
- Comply with the size requirements. When you're creating the lists, you still have to meet the size requirements to run in Search, Google Display Network, YouTube, and Demand Gen campaigns. Learn more about How your data segments work.
Note: You can easily target potential customers with a simplified way to create your data segments comprised of app users. This builds on what’s already available in your Audience manager tools. Learn more About Audience manager.
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.
How to create audience segments of your app users
All users except those who have taken certain actions
For subtitles in your language, turn on YouTube captions. Select the settings icon at the bottom of the video player, then select "Subtitles/CC" and choose your language.
For this use case, you’ll include all users who have taken any action and exclude users who have taken certain actions.
- Go to Audience manager within the Tools menu
.
- Click the plus button
to add an audience segment.
- Select + App users in the options menu.
- Name the audience segment in the "Segment name" field.
- Select your app in the "App" drop-down menu.
- Select the analytics platform that you want to use.
- Note: Learn more about Google Analytics (Firebase) and Third-party analytics platforms.
- 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).
- Click Exclude Action and select the action name and number of days as required.
- Repeat the previous step to exclude additional users who took other actions.
- Under "Pre-fill options", choose between pre-filling the list or starting with an empty one. Google Ads can pre-fill your list with people who have interacted with your business in the previous 30 days.
- Add an optional description of the segment in the segment field.
- Click Create segment to save this new data segment.
Users who have taken multiple actions
For subtitles in your language, turn on YouTube captions. Select the settings icon at the bottom of the video player, then select "Subtitles/CC" and choose your language.
For this use case, you can include users who have taken multiple actions by combining each action with an AND function.
- Go to Audience manager within the Tools menu
- Click the plus button
- Select + App users in the options menu.
- Name the audience segment name in the "Segment name" field.
- Select your app in the "App" drop-down menu.
- Select the analytics platform that you want to use.
- Note: Learn more about Google Analytics (Firebase) and Third-party analytics platforms.
- Select the action name and enter the number of days as required.
- Click Add Action (And) and enter the additional action name and number of days as required.
- Repeat the previous step to include users who took additional actions.
- Under "Pre-fill options", choose between pre-filling the list or starting with an empty one. Google Ads can pre-fill your list with people who have interacted with your business in the previous 30 days.
- Add an optional description of the segment in the segment field.
- Click Create Segment to save this new data segment.
Note: This setup will create an audience segment of users who have performed both action A and action B. The segment 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 subtitles in your language, turn on YouTube captions. Select the settings icon at the bottom of the video player, then select "Subtitles/CC" and choose your language.
For this use case, you can include users who have taken a certain action and exclude users who have taken another action.
- Go to Audience manager within the Tools menu
- Click the plus button
- Select + App users in the options menu.
- Name the audience segment name in the "Segment name" field.
- Select your app in the "App" drop-down menu.
- Select the analytics platform that you want to use.
- Note: Learn more about Google Analytics (Firebase) and Third-party analytics platforms.
- Select the action name to include and enter the number of days as required (the default is 30 days and 540 days is the maximum number of days supported).
- Click Exclude Action and enter the action name and number of days as required.
- Under "Pre-fill options", choose between pre-filling the list or starting with an empty one. Google Ads can pre-fill your list with people who have interacted with your business in the previous 30 days.
- Add an optional description of the segment in the segment field.
- Click Create Segment to save this new data segment.