With GA App + Web, Custom Audiences has changed a bit. This post won’t go into all the features but a particular one that caught my attention and led me to read further.

Within GA App + Web > Configure > Audiences > Custom Audiences > You’ll see the option “Add group to exclude”

How does Temporarily Exclude Users vs Permanently Exclude Users exclusion work?

Temporarily Exclude Users excludes users during the membership duration while Permanently Exclude Users removes such users where the condition matches during or before membership duration.

Example:

You want to build an audience of users in the last 30 days WHERE the channel was Direct but

NOT direct users who visited the web version of your property during that last 30 days.

This would mean Direct Users audience who visited only the App property in the last 30 days.

If the audience can then be pushed to Google Ads , you could then be looking to target users to show them ads for in-app actions as a conversion action for campaign settings.

The GA App plus Web documentation is a bit light but hopefully the above example helped explain. https://support.google.com/analytics/answer/9304353?hl=en