Google Analytics 4 (GA4) allows you to define custom groups of website or app users based on their behavior. These groups are called audiences. When you link your GA4 property with your Google Ads account, these audiences can be used inside Google Ads to improve targeting, increase conversions, and make your advertising more efficient.
Why Audiences Matter
Audiences help you understand users based on their actions, interests, and engagement. Instead of treating all visitors the same, you can create meaningful segments like people who visited a product page, added items to a cart, or spent a lot of time on your site. Google Ads can then use these audiences to tailor ad delivery, increase relevance, and improve performance.
Linking Google Analytics 4 With Google Ads
Before you can use GA4 audiences in Google Ads, you must connect the two platforms. Once connected, any audience you build in GA4 can be shared to Google Ads automatically. This linkage enables seamless use of analytics-driven segments for your ad campaigns, remarketing lists, and optimization strategies.
How Google Ads Can Use GA4 Audiences
After sharing your GA4 audiences with Google Ads, you gain several powerful ways to improve campaigns. Below are the key uses and benefits.
1. Targeting Specific User Groups
Google Ads can show ads specifically to users in GA4 audiences. For example, you can run campaigns just for people who have previously visited your site or viewed a certain product. This improves relevance because you’re showing ads to users who already have some awareness or interest.
2. Remarketing to Interested Users
Remarketing means showing ads to users who have already interacted with your site but did not complete a desired action. With GA4 audiences, Google Ads can focus on these users to remind them to come back and finish what they started like completing a purchase or signing up.
3. Improving Ad Spend Efficiency
By targeting only relevant groups, you reduce wasted impressions and clicks. Ads are shown to users more likely to engage or convert, which means your budget goes further. Rather than broadcasting ads to everyone, you focus spend on higher value audiences.
4. Better Campaign Optimization
When audiences are used in Google Ads, you can measure how well each segment responds to your ads. This helps with optimization. For example, if one audience converts at a higher rate, you might increase bids for that group or tailor creative specifically for them.
Example Audience Types You Can Use
Here are practical audience examples you can create in GA4 and use in Google Ads:
Website Visitors
Users who visited your website during a set period. You can retarget these users with general awareness ads or follow-up offers.
Product Page Viewers
Users who viewed specific product or service pages. You can show ads highlighting those exact products or promoting similar items.
Cart Abandoners
People who added items to the shopping cart but did not complete the purchase. Google Ads can give them a nudge with reminder ads or special offers to finish checkout.
High-Engagement Users
Users who spent significant time on the site or viewed many pages. These users are often more interested and more likely to convert, so you can assign higher bids or push stronger calls-to-action.
Returning Visitors
Users who have visited more than once. You can recognize their repeat interest and serve ads that reinforce your brand or encourage deeper involvement.
Converted Users
Users who have already completed a conversion event such as a purchase, signup, or download. You can use this audience for upsell or loyalty campaigns or choose to exclude them from introductory ads.
Location-Based Visitors
Users who visited your site from specific geographic areas. These audiences support region-focused campaigns like local promotions or store events.
Advanced Uses of GA4 Audiences
Campaign Customization
Beyond basic targeting, GA4 audiences allow you to tune creative, messaging, and offers to match the behavior of each segment. This can lead to higher engagement because the ads speak directly to what users have already shown interest in.
Exclusions and Frequency Controls
You can also exclude certain audiences. For example, people who already converted can be excluded from awareness campaigns, reducing unnecessary ad spend. Additionally, you can control how often particular audiences see your ads to avoid overexposure.
Measuring Audience Performance
When you use GA4 audiences in Google Ads, you get insight into key performance metrics for each group. You can see which segments deliver the best clicks, conversions, or ROI. This information helps you make better decisions about where to invest your budget and how to refine messages for each audience.
Conclusion
Using audiences from Google Analytics 4 in Google Ads brings your advertising closer to actual user behavior. Instead of generic targeting, you can focus on users most likely to engage or convert. Whether you’re remarketing to interested visitors, optimizing spend, or customizing campaign messaging, GA4 audiences help make your Google Ads campaigns more strategic and effective.