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Audience Insights

The Audience Insights report lets you take an interest-centric view of your audience, and see the potential size and relevance of individual audience segments.

Potential size is derived from the total number of Google Display Network cookies in that audience segment. Relevance is derived from how the size of a segment on your site compares to the overall size of that audience segment on Google Display Network.

You start with any of the three interest-based primary dimensions:

  • Other Category
  • In-Market Segment
  • Affinity Category

Learn more about the different interest dimensions

For each of these primary dimensions, you also see the top values for the secondary dimensions of Age and Gender.

For example, for Sports / Team Sports / Soccer, the top age bracket is 25-34, and most users in this category are male.

This report includes two new metrics:

  • Global Audience Size: The total number of Google Display Network cookies that belong to an interest category, given a specific age range and gender (e.g., Sports/Team Sports/Soccer > 25-34 > male).
  • Global Audience Index: The ratio of the site audience to the Global Audience represented by a specific segment. For example, Sports/Team Sports/Soccer > 25-34 > male that engaged in sessions on your site has a ratio .56 to the Global Audience Size.

Global Audience Index calculates your site's share of a specific user group relative to that user group's share of the global audience (user group % share of sessions on your site / user group % share of global audience).

If the value for Global Audience Index is 1, your site attracts a normal number of users in this group relative to an average slice of global audience.

If the value for Global Audience Index is greater than 1, your site attracts a disproportionately high number of users in this group. In these circumstances, develop ad audiences based on these users so you can focus your marketing on them, tailor ad content to these users, and developing more site content specifically for them.

If the value for Global Audience Index is less than 1, your site or app attracts a disproportionately low number of users in this group. If this group is important to your business, adjust your marketing and content tactics to target these users.


In addition to letting you see how your Global Audience breaks down across all these different segments, this report also lets you compare behavior among segments:

Metric groups

The Explorer tab lets you choose different metric groups so you can evaluate your audience from a variety of perspectives:

Site Usage metrics

Site Usage metrics let you see the extent to which users engaged with your site:

Goal metrics

Goal metrics let you evaluate goal conversions for the different segments:

Ecommerce metrics

Ecommerce metrics let you see the financial impact each segment had on your business:

Using the Audience Insights report

With the different audience segments as the primary dimension values, and Age and Gender as secondary dimension values, you can easily evaluate how each segment contributes to your overall audience in terms of volume, how the different segments perform in relation to one another, as well as the potential size and relevance of each segment.

You can evaluate things like:

  • Do Bounce Rates vary between age brackets within the same interest group?
  • Does an increased Sessions count always correlate with more Transactions and Revenue?
  • Which segments account for the highest Goal Conversion Rates?
  • Is the bulk of your Revenue concentrated in a few interest categories, or is there a fairly even distribution across the top 10 or 20?

Once you’re able to identify the audience segments that have the greater positive impact on your business (e.g., more Revenue, higher Conversion Rates), or demonstrate the likelihood to have positive impact (e.g., lower Sessions count but high Average Order Value) then you can target those specific segments in your AdWords or DoubleClick campaigns.

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