GA4 Audiences: How to Segment and Use Google Analytics 4 for Better Insights

Ever looked at your Google Analytics 4 (GA4) dashboard and felt completely lost? You’re not alone. Analytics can feel overwhelming, but Dana DiTomaso believes it doesn’t have to be that way.

From her unconventional career path to her practical, no-nonsense advice, Dana simplifies GA4 audiences and shows how audience segmentation can transform the way you use data.

Here’s what you need to know about leveraging GA4 audience setup to improve your data strategy and make analytics actually work for your business.

Dana’s Journey: From Geography to Analytics

Dana was supposed to be studying rivers, not website traffic. But life had other plans. With a degree in geography and a focus on fluvial geomorphology (the study of rivers), she initially worked in environmental software and CRM systems. But when a layoff forced her to reconsider her career, she stumbled into web development and SEO. That discovery led to a deeper dive into analytics, and by 2017, she found herself more excited about data than anything else.

Now, Dana is one of the top GA4 experts, helping businesses cut through the noise and get actionable insights from their analytics. Her passion lies in making analytics accessible for everyone. No jargon, just practical advice.

Why GA4 Audiences Are Key

Ever feel like you’re drowning in data but still can’t find the insights that matter? GA4 audiences help you cut through the noise and focus on the numbers that actually mean something. Instead of wading through a flood of random metrics, you can filter out irrelevant users and focus on actual buyers, engaged visitors, or potential leads.

Google Analytics 4 Audience Segmentation for Better Insights

GA4 audiences help filter out irrelevant users, like job seekers or logged-in customers, ensuring your metrics reflect the behaviour of potential buyers. For example, a convention centre might create separate audiences for event attendees and event bookers to understand their different needs.

Improving Campaign Analysis with GA4

Focusing on relevant audiences allows you to measure your campaigns more accurately without the distraction of unrelated traffic. Low conversion rates might not be a sign of failure—segmentation could reveal that a specific audience is driving most of the results.

Enhancing Paid Marketing in GA4

If you’re running paid ads, you don’t want to waste money showing offers to people who’ve already converted. That’s where GA4 audiences come in. With a simple setup, you can exclude past buyers from your remarketing campaigns and focus on people who still need that final push.

GA4 Audience Setup: Essential Audiences to Create

To get the most out of GA4, Dana recommends setting up these essential audiences:

1. Converters vs. Non-Converters

Track users based on whether they’ve completed a conversion event, like signing up or making a purchase.

2. Frequent Visitors

Identify users who visit multiple times within a set period. These could be fans, repeat buyers, or high-intent customers.

3. Excluded Audiences

Remove users who don’t contribute to conversions, like those who visit the careers page or log into existing accounts.

4. High-Engagement Audiences

Track users who consume multiple pieces of content or spend significant time on key pages. These are your warm leads.

Practical Tips for Using GA4 Audiences

Start Early

GA4 audiences only collect data from the moment they’re created, so set them up as soon as possible.

Validate Your GA4 Audience Setup

Once you create an audience, check its data within a few days to ensure it’s working correctly. If something looks off, tweak your setup.

Use Explorations for GA4 Audience Testing

GA4 Explorations is a powerful tool for testing audience ideas before making them a core part of your tracking strategy.

Automate GA4 Event Tracking

Link audience membership to trigger events. For example, create an event each time a user joins an audience to track their behavior over time. (for more on this visit Dana’s article on the topic)

Beyond Audiences: Dana’s Advanced GA4 Tips

GA4 vs. Google Tag Manager: When to Use Each

You can replicate many Tag Manager functions within GA4 using URL parameters and event triggers. Dana’s Practical GA4 course dives into this in detail.

GA4 Reporting Best Practices

Focus on trends rather than exact numbers. Instead of fixating on perfect data, look at proportions and patterns that guide smarter decision-making.

Embrace Imperfection in GA4 Data

No analytics setup is 100% accurate due to ad blockers, cookie restrictions, and GDPR compliance. Instead of stressing over perfection, focus on actionable insights.

Grab Your Free Seat at Amanda’s Webinar

Still guessing at your analytics? Stop wasting time. Join my free webinar and finally learn how to use GA4 to make data-driven decisions. No jargon, no fluff—just real insights you can use.

Sign up now:

FREE Webinar 19th March 2025:

Save Your Spot – Finding the Gold in Your Google Analytics

What to Do Next

Start by setting up at least one audience in GA4 today, whether it’s non-converters, frequent visitors, or high-engagement users.
Track how that audience behaves over the next few weeks and adjust your strategy accordingly.
Keep refining! The more you experiment, the more valuable insights you’ll uncover.

Final Thoughts

GA4 audiences are a amazing for filtering noise, analysing behavior, and refining campaigns. With Dana’s expert tips, you can turn analytics into a tool that works for you, not against you. The key is to start simple, track what matters, and let the insights guide your decisions because better data leads to better marketing.