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Earlier this year, Digital Phablet announced that Google had shortened the minimum size for customer lists on the Google Display Network to 100 active visitors. This update has now extended to the Search Network and YouTube as well.
The new guidelines specify that for the Google Search Network, customer lists need at least 100 active users or visitors within the last 30 days to be eligible. Similarly, YouTube also requires a minimum of 100 active visitors or users in the same timeframe. Previously, these requirements were higher—specifically, a minimum of 1,000 active users within 30 days for both networks, with customer lists needing only 100.
This change was first pointed out by Dario Zannoni, who shared on professional and social platforms that Google has reduced audience size limits across all networks and audience types. Initially, in May, the minimum for customer lists in search campaigns was lowered from 1,000 to 100 users, and since then, Google has continued to lower these thresholds to simplify audience list creation, especially for smaller accounts.
With the latest update, the minimum active users for all network types—including Display, Search, and YouTube—is now 100 for any segment type, such as remarketing and customer lists. The threshold to include a segment in Audience Insights has also decreased from 1,000 to 100 users.
Additionally, Google introduced a new section titled “New advertising policies” at the top of its support pages, providing more detailed information, including policies, troubleshooting tips, and guidance on resolving audience size discrepancies.
These updates reflect Google’s ongoing efforts to make audience targeting more accessible and flexible across its platforms, especially for smaller advertisers seeking to leverage user segmentation more effectively.
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