Once Brij's Google Ads integration is live, Brij sends a brij_registration_submission event into your Google Ads account every time a shopper completes a registration in a Brij experience. This article walks through turning that event into a reusable remarketing audience you can target, observe, or suppress across your campaigns.
Use Cases
- Retarget verified retail and marketplace buyers. These are confirmed purchasers who bought somewhere other than your own site, so they are usually net-new to your Google Ads audiences. Use this new segment for replenishment and cross-sell.
- Build a real purchaser audience instead of a site-visitor audience. Every member of this segment registered a purchase, which is a stronger signal than a page view.
- Suppress existing customers from prospecting. Exclude the segment from acquisition campaigns so prospecting budget goes toward people who have not bought yet.
Before You Start
You'll need Brij's Google Ads integration set up and sending events, and an account role in Google Ads that lets you create data segments. If you're not sure whether the integration is live, see How to set up Brij's Google Ads Integration and How to Share Your Google Ads Account with Brij, or reach out to your Brij Account Manager.
Step 1: Open Audience Manager
In your Google Ads account:
- Click Tools in the left navigation.
- Expand Shared library.
- Click Audience manager.
- Under Your data segments, click the + button.
- Select Website visitors.
Step 2: Configure the Segment
Segment name
Give the segment a descriptive name. For example: Brij Registration Submissions (Non-DTC). Any naming convention works, as long as it's clear to whoever picks the segment later.
Customer type
Optionally select Purchasers. This is only about how you organize audiences in your account and has no effect on how the segment populates.
Tag source
Select the Google Ads tag that receives your Brij events.
Segment members
Leave the default, Visitors of web pages.
Actions
Under Include people who have taken the following actions, select brij_registration_submission.
Then set the membership duration. We recommend 90 days or longer so the audience has enough volume to be usable, though you can use any duration that fits your campaign goals.
Exclusions (optional)
You can exclude people who have completed other actions. A common setup is to exclude your DTC purchase event, so the segment holds only shoppers who bought through retail or marketplace channels rather than your own site. Leave this empty if you don't need it.
Pre-fill options
Leave Pre-fill segment with people who matched the rules within the past 30 days selected. This gives the segment a starting population instead of building from zero.
Description (optional)
Add a description if it helps your team identify what the segment is for later.
When you're finished, click Create Segment at the bottom:
Where You Can Use the Audience
Once created, the segment populates as qualifying users are added, and becomes available across your account for:
- Search, Display, Performance Max, and Demand Gen campaigns
- Audience targeting
- Audience observations
- Audience exclusions
You can also combine it with your other segments to build more specific targeting.
Tips & Notes
Note: This segment's value scales with your registration volume. A brand collecting a few hundred registrations a month will see a small audience at first, and it grows as scans and registrations grow.
Note: Creating the segment does not change anything about how Brij sends data. It's a container in your Google Ads account built on events Brij is already sending.
FAQ
Why 90 days for the membership duration?
Longer durations hold members in the segment for longer, which means a larger audience to target or suppress. A shorter window makes the audience more recent but smaller. If you're just getting started with Brij events, the larger audience is usually more useful.
Do I need to create this once, or per campaign?
Once. The segment lives in your shared library and can be applied to as many campaigns as you want.
Why would I exclude my DTC purchase event?
Excluding it isolates the buyers Google Ads couldn't otherwise see: people who purchased through retail, a marketplace, or another unowned channel. That's usually the group you want to treat differently from your existing on-site customers.
What if brij_registration_submission doesn't appear in the Actions list?
That usually means the Brij integration isn't sending events to this account yet, or events haven't started flowing. Submit a ticket and our team will check the integration.
Does creating this audience affect my bidding?
Not on its own. The segment only starts influencing delivery once you apply it to a campaign as targeting or an exclusion.
Didn't find your answer? Submit a ticket and our team will get back to you asap.