Audiences in Google Analytics

GA4 allows you to create audiences, which is a big difference from segments. It's an ability to look back retroactively and say, okay, if this is all the data coming in, let's let me splice it down and look at from this specific angle. And then as they come back to the site, I can do a lot of different things. One in the future, I can change their experience for them for when they're coming in. If I recognize them as audience, if they go to a different device, whether they're going back onto a mobile now or to an app versus where they were before.