The setup requires work in Permutive, Google Analytics and Google Adwords. It's important to ensure you have access to all three at Admin level before starting.

Contents

  1. Getting Permutive audiences into Google Analytics
  2. Setting up audiences for Adwords
  3. Using Audiences in Adwords Campaigns

Permutive Audiences into Google Analytics

We'll start by assuming you've got your Permutive audiences set up. If you haven't done this, there's a guide here.

You'll need to create Permutive reactions to get your audiences synced with Google. The reactions will notify Google every time someone enters or leaves a segment.

Setting up the Reactions

As mentioned previously, you'll need to set up two reactions per segment. One when people enter, and one when people leave.

The first should be a Script Runner reaction set up Every Time to your segment to run the following code. Replace SEGMENTNAME with your segment name.

var segment = SEGMENT_CODE_HERE_AS_INTEGER;
var platform = "PLATFORM_NAME_HERE_AS_STRING";
var state = permutive.state || _internals.state;
var segs = state.getPermutiveData("px_" + platform);
if (typeof(segs) === 'undefined' || segs.indexOf(segment) === -1) {
 
  ga('send', {
    hitType: 'event',
    eventCategory: 'Permutive',
    eventAction: 'SegmentTransition',
    eventLabel: 'Perm_SEGMENTNAME_Entry'
  });
segs = segs || [];
  segs.push(segment);
  state.setPermutiveData("px_" + platform, segs);
  impression();
}

The second should also be a Script Runner reaction set up On Exit from your segment to run the following code. Replace SEGMENTNAME with your segment name.

var segment = SEGMENT_CODE_HERE_AS_INTEGER;
var platform = "PLATFORM_NAME_HERE_AS_STRING";
var state = permutive.state || _internals.state;
var segs = state.getPermutiveData("px_" + platform);
if (typeof(segs) === 'undefined' || segs.indexOf(segment) === -1) {
 
  ga('send', {
    hitType: 'event',
    eventCategory: 'Permutive',
    eventAction: 'SegmentTransition',
    eventLabel: 'Perm_SEGMENTNAME_Exit'
  });
segs = segs || [];
  segs.push(segment);
  state.setPermutiveData("px_" + platform, segs);
  impression();
}

Now these are set up, you can move over to Google Analytics to create your audiences

Creating Audiences in Google Analytics

In Google Analytics, navigate to Audience Definitions. You can find it under the 'property' list in the admin panel.

Here you can set up your audience. There are three steps you'll need to take in setting it up...

  1. Click New Audience, then under the heading Audience Definition click Create New

2. Click Conditions under Advanced. Then set up two filters. One should Include Users who have an Event Label that matches your entry reaction. The second should Exclude Users who have an Event Label matching your exit reaction. It will look like this. Click Apply when you're done.

One other thing to consider at this stage is how long you want people to stay in the audience once added. By setting a timeframe here in Google Analytics, users can be removed even if they don't visit your site again.

3. Give the audience a name, then select your Adwords account under + Add Destinations. Click publish and you're done with this section.

Using Audiences in Adwords

Your audience should now be set up, and ready to use in Google Adwords. You can check this by setting up a new ad group, or editing an existing one.

When creating your ad group. Under ad targeting options select Interests & Remarketing, then Remarketing Lists. You'll then see a list of your remarketing lists. Pick the one you created earlier, and you're good to go!

Conclusion

Once you've followed this process once, you'll find it much easier to create future Adwords Audiences. If you have any questions, or want help getting set up feel free to email us support@permutive.com

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