How to Create a Custom Audience in Google Analytics 4

Google Analytics 4 (GA4) is a powerful tool that provides valuable insights into user behavior on your website, helping you make data-informed decisions. One of the key features of GA4 is the ability to create custom audiences, allowing you to tailor your marketing efforts to specific user segments. 

In this comprehensive guide, we will walk you through the process of creating a custom audience in Google Analytics 4

Custom Audience in Google Analytics 4

Understanding Custom Audiences

Before we dive into the steps of creating a custom audience in GA4, let’s first understand what custom audiences are and why they are essential for your digital marketing strategy.

Custom audiences are specific groups of users you define based on their interactions with your website. These interactions can include page views, events, e-commerce transactions, and more. By creating custom audiences, you can categorize users into segments that are most relevant to your marketing goals. 

These segments can be based on various criteria, such as:

  • User Behavior: You can create custom audiences based on users who performed certain actions on your website, like signing up for a newsletter, adding items to their cart, or watching a video.
  • Demographics: You can segment users by age, gender, location, or other demographic information, helping you tailor your content and advertising to specific groups.
  • Technology and Devices: Target users based on the devices they use, such as mobile, desktop, or specific operating systems.
  • Traffic Sources: Segment users based on how they reached your website, whether through organic search, paid advertising, social media, or referral traffic.
  • E-commerce Data: For online retailers, you can create custom audiences based on purchase behavior, like high-value customers or users who abandoned their shopping carts.

Creating custom audiences in GA4 allows you to personalize your marketing efforts and deliver relevant content, offers, and ads to the right people. This can result in higher engagement, increased conversions, and improved return on investment.


Step-by-Step Process of Creating a Custom Audience in Google Analytics 4

Now that you understand the significance of custom audiences, let’s get into the nitty-gritty of how to create them in Google Analytics 4. Follow these steps to start using custom audiences to enhance your digital marketing efforts:

Step 1: Access Your Google Analytics 4 Account

To get started, you need to log in to your Google Analytics 4 account and select the property associated with the website you want to create custom audiences for.

Step 2: Navigate to the ‘Audiences’ Section

Once you’re inside your GA4 account, find the ‘Audiences’ section. This section is where you will create and manage your custom audiences.

Step 3: Create a New Audience

Click on the “New Audience” button to begin the process of creating a custom audience.

Step 4: Name Your Audience

Give your custom audience a clear and descriptive name. This name should reflect the criteria or behavior that defines this audience, making it easy to identify later.

Step 5: Define Your Audience Conditions

This is where the magic happens. You can set conditions that specify which users should be included in your custom audience. GA4 provides a range of options for defining conditions, such as:

  • Event-Based Conditions: You can specify users who triggered specific events. For example, users who completed a purchase watched a video or clicked a particular button.
  • User-Based Conditions: Segment users based on characteristics like demographics, technology, and traffic source.
  • E-commerce Conditions: For e-commerce websites, you can define conditions based on user purchase behavior.
  • Sequences: Create sequences of events or conditions that users must meet to be included in your audience. This is useful for targeting users who follow a specific journey on your site.
  • Advanced Settings: Use filters to further refine your audience conditions, such as specifying conditions for inclusion or exclusion.

Step 6: Set Audience Size and Membership Duration

In this step, you can define the audience size and membership duration. The audience size determines how many users meet your specified conditions, while the membership duration dictates how long a user remains in the audience once they meet the criteria.

Step 7: Review and Save Your Custom Audience

Before finalizing your custom audience, review all your settings to ensure they match your marketing goals. Once you’re satisfied, click the “Save” button to create your custom audience.

Step 8: Start Using Your Custom Audience

With your custom audience created, you can now leverage it in various marketing efforts:

  • Google Ads: If you’re running Google Ads campaigns, you can import your custom audience from GA4 and use it to target your ads to specific user segments.
  • Remarketing Campaigns: Custom audiences are powerful for remarketing. You can show tailored ads to users who have previously visited your website, encouraging them to return and take action.
  • Content Personalization: Customize the content on your website based on the characteristics and behavior of the users in your custom audience. This can lead to increased engagement and conversions.
  • Email Marketing: Use your custom audience to segment your email list and send targeted email campaigns to specific user groups.
  • E-commerce Strategies: For online retailers, custom audiences can help you optimize your e-commerce strategies by focusing on high-value customers and addressing cart abandonment issues.

Creating custom audiences in Google Analytics 4 is a fundamental step in optimizing your digital marketing efforts. By tailoring your messaging and strategies to specific user segments, you can significantly enhance your engagement and conversion rates. Make use of the powerful tools and features provided by GA4 to gain a deeper understanding of your audience and take your marketing to the next level.


At LR Training Solutions, we understand the importance of staying ahead in the digital marketing landscape. That’s why we offer comprehensive Google Analytics 4 training trusted by professionals and organizations worldwide. Our training covers a wide range of topics, including custom audiences and more, to equip you with the skills and knowledge needed to excel in the field.

We provide flexible training options to suit your needs. You can join our in-person training sessions in Houston and surrounding cities, offering a hands-on learning experience. For those looking for remote training, we conduct our Google Analytics webinars accessible through popular collaboration tools such as Zoom, Teams, and others. We also offer our services worldwide, coming to your location to provide personalized training or conducting sessions remotely.


Reach out to us for a detailed program outline, whether you’re a beginner looking to get started or an advanced user seeking to refine your skills. We understand that every team has unique requirements, and we’ll tailor our training to meet your specific needs. 

Invest in your team’s success with LR Training Solutions and take your digital marketing efforts to the next level.