Remarketing Audience

A remarketing audience is a GA4 audience shared into a linked Google Ads account so you can retarget those users in campaigns.

You create the audience in GA4, and with the Google Ads link in place it appears in your Ads shared library as an audience segment. From there you add it to ad groups or campaigns for targeting or exclusion. GA4 keeps the list populated; Ads handles the serving, subject to its own minimum size thresholds before a list can actually show ads.

You build a GA4 audience of users who viewed a product but did not buy, link the property to Google Ads, and target that list with a Display campaign showing the exact items they looked at. As users purchase, they age out of the audience and stop seeing the ads.

The link and consent both have to hold, or the list stays empty. Sharing requires the GA4-to-Ads link, Google signals or consent settings that permit ads personalization, and a list that clears the minimum active-user threshold. Miss any of those and the audience exists but serves nothing.

Built in GA4, spent in Ads.