Creating High-Value Remarketing Lists Using Event Data
If you want your Google Ads Campaigns to hit the right people at the right time, audience segmentation is non-negotiable. But here’s the catch – most businesses still rely on outdated methods that miss the mark. With Google Analytics 4 (GA4), you have the tools to build dynamic, high-value remarketing lists using real-time event data.
Let’s break down how you can leverage GA4 to refine your audience segmentation and create remarketing campaigns that actually convert.
Why Audience Segmentation Matters More Than Ever
Imagine you’re at a networking event. Would you walk up to everyone and deliver the same pitch? Probably not. You tailor your conversation based on who you’re talking to. Audience segmentation works the same way.
When you segment your audience, you’re grouping users based on their behaviors, interests, and interactions with your site. This lets you serve them personalised messages that feel relevant—not random.
In the world of GA4, segmentation is more powerful than ever because it’s driven by event-based tracking.
Step 1: Understanding Event Data in GA4
Unlike Universal Analytics, GA4 doesn’t rely solely on sessions and pageviews. Instead, it tracks events—specific user interactions like clicks, video plays, downloads, and form submissions.
Here’s why that’s important: Events give you granular insights into how users engage with your site. This means you can create remarketing lists based on meaningful actions, not just page visits.
Key Events to Track:
- Page_view: When someone visits a specific page.
- Add_to_cart: When a product is added to a cart.
- Begin_checkout: When a user starts the checkout process.
- Video_start: When a video is played.
- Form_submit: When a form is completed.
Each of these actions can signal different levels of user interest and intent—perfect for segmentation.
Step 2: Setting Up Custom Audiences in GA4
Once you’re tracking events, it’s time to build your custom audiences.
- Go to Admin > Audiences in GA4.
- Click “New Audience”.
- Choose from pre-defined templates or start from scratch.
- Add conditions based on specific events. For example:
- Users who triggered the add_to_cart event but didn’t complete a purchase.
- Users who watched 75% of a video (video_progress event).
- Users who visited a pricing page (page_view event) but didn’t submit a form.
This is where the magic happens. You’re not just targeting broad groups—you’re reaching people based on what they actually did on your site.
Step 3: Linking GA4 Audiences to Google Ads
Building your audiences is just the beginning. To turn these lists into remarketing gold, you need to sync them with Google Ads.
- Link GA4 to Google Ads:
- Go to Admin > Product Links > Google Ads Linking.
- Follow the prompts to connect your accounts.
- Import Your Audiences:
- In Google Ads, navigate to Tools > Shared Library > Audience Manager.
- Your GA4 audiences will appear here, ready to be used in your campaigns.
Now you can craft personalized google ads for each segment – whether it’s a cart abandoner or someone who engaged deeply with your content.
Step 4: Testing and Refining Your Segments
Great segmentation isn’t set-it-and-forget-it. It’s an ongoing process of testing and refining.
- Monitor Performance: Use Google Ads to track how each audience performs. Are certain segments converting better than others?
- Adjust Your Events: If you’re not seeing results, revisit your event setup in GA4. Maybe you need to track different actions or tweak your conditions.
- Experiment with Messaging: Tailor your ad copy and creative to each audience. The more personalized, the better.
Final Thoughts: Make Every Click Count
In marketing, relevance is everything. GA4’s event-based tracking gives you unprecedented control over how you segment your audience and target them with remarketing campaigns.
By focusing on specific user behaviors and refining your approach over time, you can create high-value remarketing lists that don’t just drive traffic—they drive conversions.
