Audience segments

For: UA managers, Growth teams, Campaign operators

Audience Segments let you define groups of users based on behavior signals, then use those segments for targeting campaigns.

In this article

• What an audience segment is
• Where segments are used
• Create a segment (based on current UI)
• Segment details & fields
• Notes and limitations (current version)

What is an audience segment?

An Audience Segment is a saved definition that groups users who match specific conditions (e.g., users who clicked an ad, visited a site, etc.).

Segments are typically used to:

• Retarget engaged users
• Exclude low-quality users
• Create interest-based or behavior-based audiences

Where segments are used

Segments can be used in campaign targeting (Step 3 in AdWave → Guided campaign setup) when the UI allows selecting audience labels/segments.