You can create segments of your app users in several ways. Each type uses different data sources and has unique requirements.
On this page
- Before you begin
- Play System segments
- Google Analytics segments
- Customer Match segments using device IDs
- Audience segments based on specific app actions
Before you begin
If you aren't familiar with how to retarget to people who previously interacted with your website or mobile app, you should refer to the article About setting up your data .
Play System segments
When you link your Google Ads account with your Google Play Developer account, a segment is automatically created for all users of your app. This allows you to easily reach people who have installed your app.
- Prerequisite: You must link your Google Ads and Google Play Developer accounts.
- Learn more about linking Google Play and Google Ads .
Google Analytics segments
You can create audience segments in Google Analytics 4 and have them automatically shared with your linked Google Ads account. These segments can be based on a wide range of user behaviors and attributes from your app, website, or both.
- Prerequisite: You must link your Google Ads and Google Analytics 4 properties.
- Learn more about creating and sharing audiences from Google Analytics .
Customer Match segments using device IDs
You can upload a list of your customers' mobile device IDs (Advertising IDs or IDFAs) to create a Customer Match segment. While these are not labeled as "App users" segments in the Google Ads interface, they function as app user segments because device IDs are unique to mobile apps.
- Prerequisite: You must meet the Customer Match policy requirements.
- Learn more about using Customer Match with mobile device IDs .
Audience segments based on specific app actions
These segments are created directly in Google Ads based on the actions, or events, that users take in your app. To create these segments, you must have app conversion tracking set up. The instructions in the section below explain how to create these rule-based segments.
- Prerequisite: To create audience segments based on specific app actions, ensure the following that your app conversion tracking is set up in Google Ads. Learn more About mobile app conversion tracking .
- Learn more Create audience segments of your app user .
