If you are new to digital marketing, have you ever wondered what remarketing audiences cannot be defined by default in your pages?
Remarketing is a powerful tool that allows you to target users who have already interacted with your website or app.
By creating remarketing audiences, you can show ads to users who are more likely to convert.
However, not all users can be defined as a remarketing audience by default.
Remarketing audiences are typically defined based on user behavior.
For example, you can create an audience of users who viewed a specific product page but did not make a purchase.
However, there are some user segments that cannot be defined as a remarketing audience by default.
For instance, it is impossible to determine by default the users who visited your website but did not view any specific pages.
In this article, we will explore what remarketing audiences cannot be defined by default and how to work around these limitations.
What Remarketing Audiences Cannot Be Defined By Default?
When it comes to remarketing, default audiences can be a helpful starting point for businesses.
However, there are limitations to what these audiences can do. In this section, we will explore what remarketing audiences cannot be defined by default.
Users Who Physically Visited a Store
One limitation of default audiences is that they cannot target users who have physically visited a store.
This is because default audiences are generated automatically by the remarketing platform, and they are based on online user behavior.
If you want to target users who have visited your physical store, you will need to create a custom audience.
Events
Events are user interactions with content that can be tracked independently from a web page or a screen load.
An event has the following components: category, action, label, and value.
Default audiences cannot be defined by events, so if you want to target users based on specific events, you will need to create a custom audience.
Days Since Last Session
Currently, the dimension “Days Since Last Session” cannot be used as a component of a remarketing audience.
This means that you cannot target users based on the length of time since their last visit to your website. If this is important to your marketing strategy, you will need to create a custom audience based on time-based criteria.
Other Limitations
Default audiences also have a few other limitations.
For example, they cannot reach customers who have been inactive for a certain period of time, and they cannot target users based on specific demographics or interests.
If you want to target these types of users, you will need to create a custom audience.
In conclusion, while default audiences can be a useful starting point for businesses, there are limitations to what they can do.
If you want to target specific types of users or behaviors, you will need to create a custom audience.
Specific Remarketing Audiences Not Defined by Default
When it comes to remarketing audiences, Google Analytics offers default options that can be useful for kickstarting ad campaigns.
However, there are certain audiences that cannot be defined by default. In this section, we will discuss three types of remarketing audiences that fall under this category.
Location-Based Audiences
One of the limitations of default remarketing audiences is that they cannot target users who physically visited a store.
This means that if you have a brick-and-mortar store and want to retarget customers who have visited your store, you will need to create a custom audience.
You can do this by uploading a list of your customers’ email addresses or phone numbers and creating a remarketing audience based on that list.
Behavioral Segmentation Audiences
Default audiences in Google Analytics are based on broad behavioral criteria such as users who have initiated a session on your site or opened your app.
However, if you want to target users based on more specific behaviors, such as users who have added items to their cart but did not complete a purchase, you will need to create a custom audience.
You can do this by using behavioral segmentation to identify users who have performed specific actions on your site.
Custom Combination Audiences
Default audiences are limited in their ability to combine different criteria.
If you want to create a remarketing audience based on a combination of different criteria, such as users who have visited a specific page on your site and have spent a certain amount of time on your site, you will need to create a custom combination audience.
This can be done by selecting the appropriate criteria and setting up rules for how they should be combined.
In conclusion, while default remarketing audiences in Google Analytics can be a useful starting point, they do have limitations.
By creating custom audiences based on specific behaviors, locations, or combinations of criteria, you can create more targeted and effective remarketing campaigns.
Implications of Default Limitations
When it comes to remarketing audiences, default limitations can have significant implications for your advertising campaigns.
Here are some of the key limitations to keep in mind:
Inability to Target Offline Interactions
One of the most significant limitations of default remarketing audiences is the inability to target users who have physically visited a store.
This can be a significant drawback for businesses that rely heavily on in-person interactions to drive sales.
Limited Customization Options
While default remarketing audiences can be a useful starting point, they offer limited customization options.
This can make it challenging to create highly targeted ad campaigns that are tailored to your specific marketing goals.
Lack of Insight into User Behavior
Default remarketing audiences also offer limited insight into user behavior.
This can make it difficult to understand how users are interacting with your ads and what factors are driving conversions.
Potential for Inaccurate Targeting
Finally, default remarketing audiences may not always accurately target the users who are most likely to convert.
This can result in wasted ad spend and lower ROI for your campaigns.
Overall, while default remarketing audiences can be a useful starting point, it’s important to keep these limitations in mind and consider customizing your audiences to better align with your specific marketing goals.
Key Takeaways
When creating remarketing audiences in Google Analytics, there are certain limitations to what can be defined by default. Here are some key takeaways to keep in mind:
- Demographic information cannot be used to define audiences by default. This means that you cannot create an audience based on factors such as age, gender, or location unless you have imported this information into Google Analytics through a data import.
- Behavioral information is limited to certain default dimensions. By default, you can create audiences based on certain behavioral dimensions such as pageviews, sessions, and events.
- However, you cannot create audiences based on custom dimensions unless you have defined them in advance.
- Audiences cannot be defined based on specific user actions by default. For example, you cannot create an audience of users who added a specific product to their cart or who completed a specific form unless you have set up custom events to track these actions.
- Audiences cannot be defined based on offline data by default. If you want to create an audience based on offline data such as CRM data or in-store purchases, you will need to import this data into Google Analytics through a data import.
By keeping these limitations in mind, you can ensure that your remarketing audiences are defined accurately and effectively.
While there are some restrictions to what can be defined by default, there are also many options for customizing and refining your audiences to meet your specific needs.
