Audiences in Google Analytics 4. Regular Expressions (regex).

In this article, I will review the screenshot from an audience segmentation interface from Google Analytics 4. I use this audience setting to create specific segments for use in paid campaigns such as Performance Max. It is known that Performance Max campaigns on Google have very limited advertisers’ control regarding keywords, and audiences are powerful assets that can be used to find the right users with high potential converting. The focus is configuring a custom audience based on page titles matching specific regular expressions (regex).

Audience definition criteria.

The interface is set to include users who have visited pages with titles matching specific regular expressions. This means that the audience is defined by the type of content the users have interacted with, which in this case is related to Canon cameras.

Regular Expressions (regex).

Each line under “Include users when:” specifies a different regex pattern that the page title must match to include a user in this audience. These patterns are looking for page titles that contain specific strings related to different Canon camera models and bundles, such as “digital.camera.canon.rebel.t7.bund…”, which suggests it’s targeting users interested in Canon Rebel T7 bundles.

Summary Statistics.

• The audience currently consists of 53 users*, which is 0.04% of all users.
• There have been a total of 101 sessions from this audience in the last 30 days*, accounting for 0.07% of all sessions.

*at the moment the screenshot made, the audience had information for the last 48 hours.

Additional Audience Settings.

• Membership duration is set to 30 days, meaning that once a user qualifies to be part of this audience, they will remain in it for 30 days.
• There is also an option to create a new audience trigger, which likely allows the marketer to define events that automatically add users to this audience.

This kind of segmentation is typically used in digital marketing to create more targeted advertising campaigns. By knowing what content the audience has engaged with, the marketer tailors ads to match their interests, which in my case is Canon cameras and related products