Lesson 2: Part 2 – Audiences & Segments

Audiences & Segments will be a reoccurring topic throughout the course so we won’t spend a ton of time on them in this lesson. As we build out our tracking and automation the segments and audiences will become increasingly more complex and automated. Ideally, by the end of the course, you will have all your audience and segments correctly identified and funnelling into “custom audiences” in our various ad platforms so they can be served the correct type ad campaign, maximizing your return on ad spend (RoAS).

One of the important things to distinguish between is “retroactive” audiences and “point in time forward” audiences. Basically, when you create audiences, for the majority of reports outside of the Analysis hub, it will only start building those audiences once you create them – there will be no historical data to draw upon. However, for audiences in the Analysis hub, those can be retroactively segmented. So it’s important to setup the audiences you want ASAP so that you don’t lose out on any historical data, you may not even use it right now, but it could become valuable in the future. So better to have it and not need it, than need it and not have it. 

Tools in this Lesson

Lesson Assignment

Create a GA4 Audience or Segment.

Deploy a GTM container within your demo shop. Validate the installation using the Google Tag Assistant.

Key Takeaways