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10 Google Analytics Audience Lists creation

Let’s start with some of the requisites for creating Google Analytics audience lists. Then proceed to set some up, and finally discuss a strategy to use them to realise some marketing gains.


Requisites for creating Google Analytics audience lists

If you want Google Analytics to collect additional data about your visitors, beyond what a standard implementation would collect, you need to enable “Advertising Features”. You must adhere to the policy requirements for Advertising Features, but once you do, you allow Google Analytics to collect data from the DoubleClick cookie (web) and from anonymous identifiers (app activity). This is a simple “two toggle and an enable” button setup (detailed explanation here). Alternatively, you could navigate to the Admin section, and in the middle pillar, call Property, click on Tracking Info. Then click on Data Collection, and you will see the equivalent to the screenshot below. You simply toggle on both “Remarketing” and “Advertising Reporting Features”.


analytics audience list

You should now enable Demographics and Interest Reports, which will give you more information on age, gender and interests of your visitors. Go to Admin > Property > Property Settings and scroll down till you find the following toggle:

analytics audience list


You are now able to create Google Analytics audience lists that you can use for your marketing activities.


Create Google Analytics audience lists

analytics audience listLog into your Google Analytics account, under Admin > Property > Audience Definitions > Audiences. If you have the right access level, you will see a large red button that reads “+ New Audience”.

Click on the red button (see screenshot), and select your best Google Analytics View and your main Adwords account. Please remember that the Audience list you pull from your “Germany View”, will only have users in there that meet the filters set up for this view (i.e. only visitors from Germany).


analytics audience list

When you click “next step” you can see in the screenshot there are predefined audiences there. All the audiences are pretty self explanatory, except “Smart List”. Smart List is a Google Analytics audience list that consist of the fifteen percent of users that are most likely to convert on subsequent sessions. It uses machine learning to analyse your data to see what factors are reliable predictors of success. If you do not have 500 ecommerce transactions per month, it will use the data of others Google Analytics users. You can read more here.


Small businesses should, for each of the recommended audiences, export a list with a membership duration of 540 days. This should take ten minutes, and will ensure your lists start to populate immediately. Google Analytics audience lists do not backdate, and always start out with very few members in them.Setting them up now means they will be populated when you are ready to use them. Think about what Google Analytics views you import them from, as the Google Analytics audience lists are view specific. You should name them logically, with the membership duration, the name of the Google Analytics view and the conditions in the name.

Larger businesses, should start with the exact same thing. Once that is done, they should do the same again for lists with ninety, thirty and seven days. Larger businesses might also start to think about making lists definitions specific to their goals. For example, if you have set up custom dimensions to capture whether people are looking to book for their entire family or only for one person, you might want to create family and non family versions of your lists.

Once you have these Google Analytics audience lists imported in Adwords, your are ready to target your visitors through Google Search or via Remarketing.

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