# Build GA4 audiences from your conversations Once Karmaflow.ai sends your conversations, deals and tickets to Google Analytics 4, you can turn them into audiences: people who talked to you and did not book, customers you should stop paying to acquire, contacts with a deal already open. You build the audience in GA4, and GA4 shares it with your linked Google Ads account. The Google Analytics 4 page gives you each recipe with the event names from your own event map, ready to copy. ## What you'll need - The Google Analytics 4 connection set up and sending. See [Connect Google Analytics 4](/help/integrations/google-analytics-setup). - The GA4 property linked to Google Ads with **Enable Personalized Advertising** on, and Google signals or user-provided data collection on. Audiences reach Google Ads only with both. - **Editor** access to the GA4 property. - A tenant admin in Karmaflow.ai, to open the Google Analytics 4 page. - Your workspace approved by Karmaflow.ai for Google Ads and Analytics data sharing; nothing is sent to GA4 before that. See [Approval by Karmaflow.ai comes first](/help/integrations/google-analytics-setup). ## Where the recipes are Open **Settings (the gear icon) → Integrations → Google Analytics 4** *(sign-in required)*. Scroll to **4 · On Google's side (we cannot do these for you)**. Under the list you will find **Audience recipes**. Each recipe shows: - its name and whether it is for **Remarketing** or an **Exclusion**; - a status: **Ready**, **Needs an event turned on**, or **Not available with this map**; - the exact conditions in GA4's terms, using the event names on your map, and the membership duration; - **show steps** to read the full procedure and **Copy steps** to put it on your clipboard. The recipes read your event map as it is on the page. If you rename an event in section 3, the recipe follows the new name. If you have unsaved changes, the recipes already reflect them and say so; save the map before building anything in GA4. ## The recipes | Recipe | Use | Built from | Membership | |---|---|---|---| | **Talked to you, did not convert** | Remarketing | a `conversation_outcome` event, excluding anyone who sent `generate_lead` or `purchase` | 30 days | | **Existing customers** | Exclusion | `purchase`, sent when a deal moves to closed won | 540 days | | **Open pipeline** | Exclusion | `deal_stage_changed`, excluding `purchase` and deals moved to `closed_lost` | 90 days | | **Unhappy conversations** | Exclusion | `conversation_outcome` with `sentiment` of `negative` or `very_negative` | 90 days | | **Low satisfaction score** | Exclusion | `csat_received` with `score` of `1` or `2` | 90 days | | **Support only** | Exclusion | `ticket_created`, excluding anyone who became a lead or a customer | 180 days | Event names in the table are the defaults. The page prints yours. **Low satisfaction score** and **Support only** start with **Needs an event turned on**, because the satisfaction and ticket events are off by default. Turn on **CSAT survey received** or **Ticket created** in section 3 and save. Those events stay off by default for a reason: a support ticket looks like demand to a bidder, so do not mark them as key events unless they really are conversions for you. ## Build one in GA4 1. On the recipe, press **Copy steps**. 2. In GA4, open **Admin → Data display → Audiences** and choose **New audience → Create a custom audience**. 3. Name the audience as the recipe says. 4. Under **Include users when**, add each event condition the recipe lists. Where a condition names a parameter, add it to the event and set it to **exactly matches** each value, joined with **OR**. 5. If the recipe has an exclusion, choose **Add group to exclude → Permanently exclude users when** and add those conditions. 6. Set **Membership duration** to the recipe's number of days. 7. Save. If a parameter such as `sentiment` or `deal_stage` is not offered in the condition picker, register it first: **Admin → Custom definitions → Create custom dimension**, scope **Event**, parameter name as the recipe prints it. A new audience starts filling from the moment you save it. It then shows in Google Ads under the shared audience list for the linked account, usually within a day. Add remarketing audiences to a campaign's targeting and exclusion audiences to its exclusions. ## Who an audience can reach Google Ads can show an ad only to someone GA4 has seen in a browser. Karmaflow.ai ties a contact's events to their browser through the web identity captured when they chatted, submitted a form or clicked a tracked link on your site. Callers, text-only and Local Services contacts who never visited have none: their events are not sent, so they join no audience. If you turn on the synthetic option in section 2, their events are sent under an id no browser carries, so an audience can count them but Google Ads still cannot reach them. The **Last 7 days** line in section 5 shows how many events had no web identity. ## Your responsibility You decide which audiences to build and how to use them in Google Ads. Google's personalised advertising policies apply to your audiences and campaigns, and you are responsible for following them. ## Troubleshooting - **The audience stays at zero.** Check the recipe is **Ready**, the map is saved, and events are arriving: section 5 should show recent **Sent** rows for the events the recipe uses. GA4 also withholds audience sizes below its own minimum. - **The recipe says Not available with this map.** A row or a parameter it needs is missing from your map, usually after edits. **Reset to defaults** in section 3 brings them back, then rename events again if you need to. - **The audience does not appear in Google Ads.** Check the GA4 ↔ Google Ads link has **Enable Personalized Advertising** on, and that Google signals or user-provided data collection is on in the property. ## Next steps - [Connect Google Analytics 4](/help/integrations/google-analytics-setup): the event map these recipes read. - [Conversation outcomes and custom GA4 events from workflows](/help/integrations/google-analytics-workflows): send your own events, which you can build audiences from the same way. - [Google Ads lifecycle](/help/integrations/google-ads-lifecycle): what your ads bring in, conversation by conversation.