Use segments to view performance data

Use segments to split your data into rows based on the options that matter most to you, such as periods of time, click type, or device. This makes it easier to view the data by isolating exactly what you want to see. Your segment choices vary depending on which tab of your AdWords account you're viewing.

Here's how to add or remove segments from the rows in your statistics table:

  1. Sign in to your AdWords account at https://adwords.google.com.au.
  2. Click the Campaigns tab.
  3. To see data for a specific period, click the date range menu on the top right-hand corner of the page and select the time period you'd like to analyse.
  4. Click one of the tabs that appear in the middle of the page, such as the Campaigns, Ad groups or Ads tab.
  5. Click the Segment button above the statistics table.
  6. To add a segment, select a segment from the drop-down menu. To remove a segment, select "None." See how to segment your data
  7. Although you can only apply one segment at a time in your statistics table, you can apply multiple segments to your data if you choose to download a report. Once your statistics table looks the way you want, just click the download button Download Icon to create a report.
  8. In the panel that opens, add additional segments by clicking +Add segment. See how to add segments to a report
  9. Click Create.

Available segments

Some segments can be found on almost every tab in your AdWords account, while others are only available on particular tabs. In some cases, you may need to download a report to apply a particular segment to your data.

Click Type

Use this segment to see which clicks resulted in visits to your website, or clicks on your phone number when your ad is shown on a mobile device (also called click-to-call).

Note

Click type may apply to multiple aspects of the same impression (for example, a click-to-call impression may show alongside a headline impression in the same ad). In this situation, you'll see "--" instead of summary totals in your downloaded report. a sum total would be inaccurate because it would double-count some of the impressions.

Here's how to add a phone number to your ad.

Conversions

If you've set up Conversion Tracking on your website, the segments "Conversion action name" and "Conversion tracking purpose" can give you insight into conversion performance by individual action or conversion type.

Device

Use this segment to compare performance across devices: computers, mobile devices with full browsers, and tablets with full browsers.

Experiments

If you're running a Campaign Experiment, you can segment your data by experiment or control groups, or both, on the Keywords, Ads, or Ad group tabs. You'll also have aggregate "control" and "experiment" data on your Campaigns tab.

Keyword / Placement

Use this segment to compare how individual keywords are performing for particular ads.

This segment is available on the Ads tab only.

Network

Use this segment to compare Google search and Google Display Network performance. This is frequently used to compare individual ads on the Ads tab.

Network (with search partners)

Use this segment to compare Google search, search partners, and Google Display Network performance. This is frequently used to compare performance by network for individual ads on the Ads tab.

Search terms match type

Segmenting a keyword by search terms match type can help you understand how actual search terms relate to the keyword you have. This type of segment can show you how your keyword performs in its broad, phrase, and exact matches.

You could use the segment to see the clicks, impressions, or CTR from each search term match type to a certain keyword. Then you could make changes to your keyword match type to improve performance.

Example

Let's say that you have a keyword, dog toys, that you've set to broad match, and a customer searches for toys to buy for dogs. The search term match type will be broad. If the customer searches for buy dog toys or buy dogs toys, the search term match type will be phrase. If the customer's search is simply dog toys or dogs toys, the search term match type will be exact.

Your keyword Search term Search terms match type
dog toys toys to buy for dogs Broad Match
dog toys buy dog toys
buy dogs toys
Phrase Match
dog toys dog toys
dogs toys
Exact Match

Now, let's say that you add the segment to your statistics table, and you see that your broad match keyword dog toys shows your ad for each search term match type (broad, phrase and exact). Based on how dog toys performs for each search term match type, you might decide to increase or decrease your bid for the keyword.

Bear in mind

Even if you choose not to show your ads for close variants of your exact match and phrase match keywords, you might still see an increase in the number of exact and phrase search term match types. For example, if your keyword list includes the broad match keyword dog toys, and someone searches for dog toy, we'll identify that search term match type as exact since dog toy is a close variant of dog toys.

Special category

The "Special category" segment is available when you download a report for your automatic placement performance on the Google Display Network. It displays two types of pages that have shown your ads: error pages and parked domain sites.

Time

Use this to split your statistics table into rows based on the period of time you select. If you're requesting a substantial amount of data, you may get a message instructing you to download a report.

Options include:

  • Day of the week (Monday, Tuesday, Wednesday...)
  • Day (Wed., 21 December 2011 for example)
  • Week
  • Month
  • Quarter
  • Year
  • Hour of Day

Tips

You can also use the Dimensions tab to view performance by periods of time.

Top vs. Other

Apply the "Top vs. Other" segment to your statistics tables to find out where your ad appeared on Google's search results pages and search partners' pages. Segmenting your data by “Top vs. Other” can help you optimise your search campaigns to serve your ads on the parts of the page that perform best for you.

How to interpret the data

  • Google search: Top – Your ad ran above the organic Google search results.
  • Google search: Other – Any AdWords text ads that don't appear directly above Google search results are categorised as "Google search: Other".
  • Search partners: Top – Your ad ran above the partner's organic search results on a search partners' page.
  • Search partners: Other – Ads that don't appear directly above partner search results are categorised as "Other".
  • Google Display Network – Your ad ran on the Google Display Network.

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