Question

How do Segment Engage audiences handle syncing to ad destinations, such as Google Ads Remarketing Lists, when the audience membership initially includes anonymous users who are later identified with an email address within the lookback window?

Product

Twilio Segment

Environment

Segment Console

Answer

Segment includes users in an audience based on the configured lookback window, regardless of whether they were anonymous or identified at the time they initially met the audience criteria.

If a user is initially anonymous and you later associate them with an email address via an identify call within the audience lookback window, Segment automatically updates the user profile. Once the new identifier becomes available, Segment will sync that user to your connected ad destinations, provided the user still matches the overall audience criteria.