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Digital Marketing Academy · Lesson

Audiences and Insights

Act on the data.

What Audiences Are

An audience is a group of users who share conditions you define, such as behavior, demographics, or events triggered.

Audiences power remarketing in Google Ads, personalization, and focused reporting. They are central to turning GA4 data into action.

Audience example:
  name: "Cart Abandoners"
  conditions:
    include: event add_to_cart
    exclude: event purchase
  membership duration: 30 days

Creating an Audience

Build audiences in Admin > Audiences > New audience. Start from a template, a suggested audience, or a blank custom build.

You combine conditions with AND/OR logic, set inclusion and exclusion rules, and define membership duration up to 540 days.

New audience:
  Include users when:
    Session source = google AND
    Event = sign_up
  Exclude users when:
    Event = purchase
  Membership duration: 90 days

All lessons in this course

  1. GA4 vs Universal Analytics
  2. Events and Conversions
  3. Exploration Reports
  4. Audiences and Insights
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