What is an audience in Google Analytics?
An audience is a group of users you define in GA4, such as people who viewed a service page but did not contact you.
In GA4 you can build audiences from users who share traits or actions, like visitors from one city, people who added to cart without buying, or past customers. GA4 then keeps the group updated as people qualify. Audiences can be compared in reports and, when Google Ads is linked, used to show ads to those people, which is called remarketing. Audiences only collect users from the time they are created.
Why it matters for your business: Audiences let you study and reach your most valuable visitors, such as near-buyers, instead of treating everyone the same.
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