Google Analytics 4 (GA4) is like the Swiss Army knife of data analytics—it’s packed with tools, but only if you know how to use them effectively. One of the most powerful features of GA4 is the ability to create custom audiences. To create a custom audience in GA4, go to Admin > Data Display > Audiences > New Audience > Create a Custom Audience. Select conditions like user actions, demographics, or device data. You can combine multiple conditions using AND/OR rules. Set audience rules based on events, user properties, or sequence of actions.
These audiences sync with Google Ads for targeted marketing. GA4 lets you monitor audience growth, engagement metrics, and conversion rates. Custom audiences improve your marketing strategy by focusing on users who matter most to your business goals.
What are Custom Audiences in GA4?
Before diving into the “how-to,” let’s quickly address the “what.” A custom audience in GA4 is a group of users defined by conditions you set, such as visiting specific pages, completing events, or even spending a certain amount of time on your site or app. Basically, it’s a way to funnel users into a group based on their activity.
Why does this matter? Because these audiences can be used for:
- Retargeting campaigns in Google Ads.
- Gaining deeper insights into specific user behaviors.
- Crafting personalized marketing strategies.
In short, if you’re not leveraging custom audiences, you’re leaving money on the table.
Create Custom Audiences in GA4 – Step-by-Step Guide
- Log In and Navigate to the Audience Builder
- Create a New Audience
- Choose an Audience Template or Start from Scratch
- Define Your Conditions
- Refine the Membership Duration
- Give It a Name and Save
Step 1: Log In and Navigate to the Audience Builder
- Head over to your Google Analytics 4
- On the left bottom, click on “Admin” and then select “Audiences” from the “Data display” tab.
Step 2: Create a New Audience
Now, hit the “New Audience” button at the top right.
Step 3: Choose an Audience Template or Start from Scratch
- GA4 offers several predefined audience templates for common use cases like “Users who recently purchased” or “High-value customers.”
- If none of these fit what you need, go rogue and select “Create a custom audience.”
Step 4: Define Your Conditions
This is where the magic happens. You’ll set up the rules that define who belongs in your audience. Here’s how:
- Add an Event Parameter: For example, you might select the event “page_view” and then refine it further by adding a condition like “page_location” contains ‘/checkout.'”
- Include Attributes: Want to target mobile users only? Add a condition like “Device category exactly matches (=) mobile.”
- Combine Conditions: Need a more nuanced audience? You can use AND/OR logic to layer conditions. For instance, “Users who visited the product page AND spent more than 2 minutes on the site.”
Step 5: Refine the Membership Duration
GA4 sets user membership duration to 30 days by default. You can adjust this based on your marketing strategy—for example, shorten it for flash sales or lengthen it for prolonged campaigns.
Step 6: Give It a Name and Save
Once you’ve set all the conditions, name your audience something intuitive, like “Cart Abandoners – Last 7 Days,” so you (or your team) can easily identify it later. Then hit “Save.”
Practical Use Cases for Custom Audiences in GA4
Here’s where the rubber meets the road. Not sure what to do with custom audiences? Here are a few ideas:
- Cart Abandoners: Target users who added items to their cart but didn’t complete the purchase.
- High-Value Visitors: Create an audience of users who spent more than 5 minutes browsing or viewed 3+ pages.
- Engaged App Users: For mobile apps, build an audience of users who triggered high-value events, like completing a level or making an in-app purchase.
Why This Matters
Custom audiences in GA4 give you the ability to focus your marketing efforts on the users who matter most—whether they’re first-time visitors, repeat buyers, or somewhere in between. This tool can help you stay ahead of the competition without wasting ad dollars on people who don’t fit your target profile.
So, there you have it. Creating custom audiences in GA4 isn’t rocket science—it’s more like assembling IKEA furniture. It’s a bit confusing at first, but totally doable when you follow the steps. Just don’t forget to test, analyze, and refine because the more accurate your audiences, the more impactful your marketing efforts will be.
FAQs About Custom Audiences in GA4
1. What are Custom Audiences in GA4?
Custom Audiences in GA4 help users segment website visitors based on specific behaviors and characteristics. These segments enable targeted analysis and marketing campaigns. Users can create Custom Audiences based on conditions like Events, Dimensions, and Metrics.
2. How do I create an audience in Google Analytics 4?
Open GA4 and navigate to Admin > Data Display > Audiences section. Click the “New Audience” button and select your desired audience conditions. Save your audience configuration to start collecting user data based on your specified criteria.
3. What is the difference between segments and audiences in GA4?
Segments in GA4 analyze historical data for reporting purposes. Audiences track users in real time for future analysis and remarketing. Segments work retroactively, while audiences collect data from the moment of creation.
4. How long does it take for GA4 audiences to populate?
GA4 audiences begin collecting data immediately after creation. Users can expect initial audience data within 24-48 hours. The complete audience population depends on website traffic volume and defined audience conditions.
5. What is the maximum number of custom audiences in GA4?
GA4 allows users to create up to 100 custom audiences per standard property and up to 400 audiences per 360 property.
Bhavesh Patel 
Verified Technical SEO & Tracking Specialist
Bhavesh Patel is a technical SEO expert with extensive experience in web tracking and analytics. As a specialist in Google Analytics 4 and Google Tag Manager, he helps businesses implement cutting-edge solutions for tracking, SEO, and conversion optimization.