Google Ads remarketing infographic: five segment sources (website visitors, app users, YouTube users, customer lists, GA4 audiences), three key numbers (100 active users, 30-day default, 540-day maximum membership), four segment ideas, and three steps on what to do.

Oct 6, 2026

How Remarketing Works in Google Ads (Infographic)

How remarketing works in Google Ads: your data segments, where they come from, the 100-user minimum, membership duration up to 540 days, and segments worth building.

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<a href="https://searchinsider.io/infographics/google-ads-remarketing"><img src="https://searchinsider.io/research/google-ads-remarketing/google-ads-remarketing-infographic.png" alt="Google Ads remarketing infographic: five segment sources (website visitors, app users, YouTube users, customer lists, GA4 audiences), three key numbers (100 active users, 30-day default, 540-day maximum membership), four segment ideas, and three steps on what to do." style="max-width:680px;width:100%;height:auto;" /></a><p>Source: <a href="https://searchinsider.io/infographics/google-ads-remarketing">Remarketing in Google Ads infographic</a> by Search Insider.</p>

How does remarketing work in Google Ads?

The short answer: Remarketing shows ads to people who already know you. Google Ads calls these lists "your data segments": site visitors, app users, YouTube viewers and customer lists. A segment needs 100 active users in 30 days to serve, and members stay for up to 540 days.

Based on Google Ads Help.

What it shows

Google Ads now calls remarketing lists your data segments.
Segments can come from website visitors, app users, YouTube users, customer lists and GA4 audiences.
A segment needs at least 100 active visitors or users in the last 30 days to serve on Display, Search and YouTube.
Membership duration defaults to 30 days and can be up to 540 days.
Google Ads doesn't allow tags on pages related to policy-restricted offers.

What to do

Building: Segment by intent, not all visitors.
Duration: Match it to your buying cycle.
Policy: Check restricted-offer rules.

The walkthrough

What are your data segments in Google Ads?

Your data segments, formerly remarketing lists, are collections of website visitors or app users gathered by code added to your site or app ^[1]. They can also come from YouTube users, customer lists and GA4 audiences ^[1].

How big does a remarketing segment need to be?

At least 100 active visitors or users within the last 30 days to serve on the Display Network, Search and YouTube ^[1].

How long do people stay in a segment?

The membership duration defaults to 30 days and can be set up to 540 days ^[1].

Can every business use remarketing?

No. Google Ads doesn't permit tags on pages related to policy-restricted offers ^[1].

Sources

How your data segments work, Google Ads Help

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