Welcome to seventh and final post in the Google Analytics 4 in 400 Words Series.

Google Analytics 4 (GA4) builds on the popular Audiences feature from Universal Analytics and imbues it with an improved configuration interface and more powerful remarketing capabilities. 

Types of Audiences 

There are four types of GA4 audiences: 

  1. Predefined: GA4 comes with two pre-configured audiences that are ready to use: All Users and Purchasers. 
  1. Templated: Templates come partially configured with a set of dimensions/metrics for broad use cases, like Demographics and Acquisition. You simply populate what values to include.
  1. Suggested: These come fully configured and address common use cases, like Recently active users and Non-purchasers. (See a full list of Suggested Audiences here.)

Predictive Audiences are a new type of Suggested audience and are based on Predictive Metrics. These are especially useful for re-marketing and in re-engagement campaigns.

  1. Custom: If your use case isn’t met with Predefined, Templated, or Suggested Audiences, you can create one from scratch.

Creating Audiences 

Custom audience creation can be quite complex. We’ll cover the basic concepts you need to get started but we suggest visiting the GA4 Support Page for more in-depth information.

Condition Scoping

This determines the scope of the data for each condition group. Each condition group can have its own scope. 


You can specify if a metric condition must be true over the course of a user’s lifetime or in a set period of time, like 2 File Download events in any 7-day period.


You can use Sequences to create an audience composed of a specific set of steps on a user journey. 

Sequence Scoping determines if the sequence must take place across all sessions or within the same session. If steps need to occur within a specific amount of time, enable Time Constraint and set the amount of time (i.e within 30 minutes)

Each step is composed of condition groups with the same Condition Scoping as discussed above. You can choose if a step needs to be directly or indirectly followed.

Available at the Property Level 

Once you create an audience, it is available to everyone with Property access and can be applied to reports using Comparisons. You can have up to 100 per property.

Re-marketing to Google Ads

To enable Google Ads remarketing with GA4 audiences, do the following: 

  • Activate Google Signals
  • Link your Google Ads/GA accounts and select Enable Personalization Advertising. (Audiences will be available for remarketing on the Google Search/Google Display Network and YouTube). 

List population takes up to two days so be patient! For troubleshooting, visit the Support Page.

Check out all the posts from the GA4 in 400 Words series for the topic most interesting and relevant to you:

  1. Post 1: Why Your Business Needs GA4
  2. Post 2: Dual Tagging with Google Analytics 4 and Universal Analytics
  3. Post 3: Account Structure in GA4 
  4. Post 4: Google Analytics 4 Events
  5. Post 5: Maximizing User Journey Reporting
  6. Post 6: Reporting and Comparisons
  7. Post 7: Audiences and Re-marketing in GA4

Learn more about Evolytics’ Google Analytics Services or Contact Us to talk strategies for your business or organization.

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This post is curated content from the Evolytics staff, bringing you the most interesting news in data and analysis from around the web. The Evolytics staff has proven experience and expertise in analytics strategy, tagging implementation, data engineering, and data visualization.