How to Easily Create Audience Segments on Google Analytics 4

What Are Audiences in Google Analytics 4?

Audiences in Google Analytics 4 are groups of users created using dimensions, metrics, and events. These audiences can be used for reporting, analysis, and advertising.

GA4 continuously evaluates incoming user data to determine whether users meet the audience conditions you define.

What Are Segments in Google Analytics 4?

Segments are subsets of data used for analysis within GA4 Explorations. They allow you to isolate specific groups of users, sessions, or events to better understand user behavior.

For example, you can compare users from different countries, traffic sources, devices, age groups, or genders.

Segments vs. Audiences

Although segments and audiences appear similar, they serve different purposes within Google Analytics 4.

• Segments are available only in Explorations.
• Audiences can be used across reports and Google Ads.
• Segments analyze historical data retroactively.
• Audiences begin collecting data after they are created.
• Audiences support remarketing campaigns, while segments do not.

Where Are Audiences Used?

Audiences are commonly used for advertising and performance analysis.

Showing Ads

After linking Google Ads with your GA4 property, audiences become available inside Google Ads Audience Manager. These audiences can be used for remarketing and campaign targeting.

Comparisons

Audiences can also be used to compare different groups of users within standard GA4 reports, making it easier to evaluate marketing performance across different customer segments.

Create an Audience Using Segments

One method of creating audiences is through the Explore workspace.

• Open Explore in GA4.
• Choose an Exploration template.
• Click the '+' icon in the Segments section.
• Create a Custom Segment.
• Define your audience conditions.
• Enable 'Build an audience' if required.
• Save and Publish the audience.

Create an Audience Using the Audiences Section

Audiences can also be created directly through the Configure section in Google Analytics 4.

• Navigate to Configure → Audiences.
• Click New Audience.
• Choose a suggested audience or create a custom audience.
• Define conditions, sequences, and exclusions.
• Save the audience.

Audience Triggers

Audience Triggers automatically create events whenever users enter a specific audience. These events can later be marked as conversions for reporting and optimization.

Final Thoughts

Audience Segments help marketers better understand user behavior while audiences enable remarketing and advanced campaign targeting.

Using both features together allows businesses to build more personalized experiences and make better marketing decisions.