Building Remarketing Lists in Google Analytics

Building Remarketing Lists in Google AnalyticsYou may have thousands of good leads visiting your site. But, if they do not come back to your portal again, much of your effort is unproductive. Even if you own a blog, you would want as many visitors as possible to convert to regular readers by subscribing to your newsletter.

The focus of your business should thus be mainly on getting conversions, and this is where remarketing is helpful. It allows you to renew interaction with people who have already visited your site and learned something about your products or services.

The ultimate aim of remarketing is to convert your leads by persuading them to complete a purchase that they did not do the last time they visited your website. And, this is exactly what Google Analytics helps you do with its remarketing feature!

Let us understand how Google Analytics’ remarketing feature can be set up and how it can prove more profitable for your business.

How Can Google Analytics Help with Remarketing?

You can create remarketing lists in the form of a list of cookies or mobile-advertising IDs, belonging to site users who did not convert previously. Creating such lists helps you achieve better re-engagement with your site visitors who are more likely to convert into sales.

As a webmaster or content marketer, you are also able to prepare such remarketing audience lists on the basis of the visitors’ behavior to your website or app. You can further conduct remarketing campaigns from your AdWords account or Doubleclick Bid Manager account, based on the generated lists.

With AdWords, you target your audience on the basis of the “Page Visited” parameter and the remarketing lists that are created are thus quite simple. However, with Google Analytics, you can specifically target audiences by using a wide range of parameters or metrics, such as age group, geographic location or time spent on the site.

Thus, Google Analytics empowers you to target more relevant audiences for your website or app and helps you generate simple as well as complicated remarketing lists. Thus, you are always better off generating the remarketing lists in Google Analytics.

Examples of Remarketing Lists in Google Analytics

With Google Analytics, you can create lists based on some basic criteria, such as visitors who opened your website in a browser or visitors who simply opened your app. However, these are more broad examples, which may not give you a specific target audience for your remarketing campaigns.

Some other specific examples of Google Analytics remarketing lists include the following criteria:

  • Visitors from a particular geolocation who stayed on your website for 30 seconds or longer.
  • People who checked out multiple product pages on your site, but did not complete any purchase.
  • Visitors who fall in a certain age group and belong to a certain gender (for example, females between the ages of 18 and 65 for purchasing cosmetic items from your site).

Setting up Remarketing Lists in Google Analytics

Follow these steps to initiate the creation of new audiences (for remarketing lists):

  • Log in to your Google Analytics account.
  • Go to the “Admin” tab.


  • Under the “Property” section, click on “Audience Definitions”.
  • Out of the two sub-options, click on “Audiences”.
  • Link your AdWords account to your Analytics account.

remarketing-lists-3You will then be in a position to create new audiences by using the “Audience Builder” based on demographics, behavior, traffic sources, and so on.

For example, you can easily target those users who searched for a particular product name on your site, but did not buy it. For this purpose, you can simply enter the product name in the “Keyword” field under the “Traffic Sources” area of the “Audience Builder”. Once you save the settings, the corresponding list of users will be generated in your Google Adwords account.

You can also generate Google Analytics remarketing audience lists to target users who spent more time on your site than most of your converts. To do this, you can use the “Conditions” option in the “Audience Builder”. But, you also need to check the average time spent by the converts on your site, from the “Report” tab of your Google Analytics account. It thus proves really helpful by allowing you to get statistics of your successful customers and by using this information to target other business leads.

Have you tried generating different types of Google Analytics remarketing audience lists for any of your websites? If so, please share your experience in the comments section below.

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