Creating Fixel Audiences in Google Ads

Intro

Creating a Fixel audience in Google Analytics is simple but it does require an active segment (to create segment simply follow the instructions here). Fixel audiences can be made based on the Fixel event and they are:

  • Basic – Visitors that have reached at least a basic level of engagement. Building an audience based on Fixel-Basic will ensure that all visitors have reached a minimal engagement threshold and that all unengaged audiences are filtered out
  • High – Visitors that have reached a high level of engagement. Building an audience based on Fixel-High will provide you with an audience that has engaged extensively with your content and is highly likely to convert.
  • Med – Visitors that have reached a medium level of engagement. More engaged than Fixel-Basic, not quite as engaged as Fixel-High. An intermediately engaged audience.

Audience Overlap

Another thing worth knowing is that Fixel audiences are mutually inclusive. Meaning that a Fixel-Basic Audience will include both Fixel-Med and Fixel High. While a Fixel Med Audience will include the Fixel High Audience. For this reason, if you want to target a specific level of engagement it’s important to exclude the others.

For example, if you want to target content at users according to their engagement level you will need to Create 3 Audiences: A Fixel-Basic Audience that excludes Fixel-Med, a Fixel-Med Audience that excludes Fixel-High and a Fixel High Audience. This setup will allow you to deliver a specific ad to a specific engagement level.

With that out of the way Here’s how you build a Fixel Audience.

How to do it

To create an audience for use in Google Ads (Search, GDN, YouTube etc.) please follow these steps:.

  1. Log into your Google Analytics account
  2. Navigate to the relevant Account and Property
  3. Go to the Admin section
  4. On the Property level, open the ‘Audience Definitions – Audiences’ section
  5. Click the ‘+New Audience’ button
  6. Verify that the selected View is correct under ‘Audience source’
  7. Under ‘Audience definition’ click on ‘Create new’

    • Choose ‘Advanced – Conditions’
    • Select ‘Event Action’
    • Select ‘Exactly matches’
    • Enter ‘High’ (use exact case)
    • Click ‘Apply’
  8. Name your audience with a memorable name, e.g ‘Fixel highly engaged users’

Be sure to repeat this workflow for each segment of Fixel users (Basic, Med, High)

Now that you’ve setup these audience lists you will be able to see the number of users in each list and once they reach a critical mass you can start running smarter campaigns on them.

Using the Audiences in Google Ads (AdWords)

To use these audiences in Google Ads, first make sure you have linked your Google Ads and Google Analytics accounts.

  1. Sign in to Google Analytics..
  2. Click Admin and navigate to the property you want to link.
  3. In the PROPERTY column, click AdWords Linking.
  4. Click + NEW LINK GROUP
  5. Select the AdWords accounts you want to link, then click Continue.
  6. If you have an AdWords manager account, select that account to link it (and all of its child accounts).
  7. Turn linking ON for each view in the property in which you want AdWords data.
  8. Optionally, select Enable Google Display Network Impression Reporting to also include that data in each view.
  9. If you’ve already enabled auto-tagging in your AdWords accounts, or if you want to let the linking process automatically enable auto-tagging in your AdWords accounts, skip to the next step (9).
    However, if you want to manually tag your AdWords links, click Advanced settings > Leave my auto-tagging settings as they are.
  10. Click Link accounts.

(see detailed instructions here)

Your Fixel based audiences from Google Analytics will now be available directly in your Google Ads account.

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