About audience reporting

To provide a comprehensive and consolidated view of your audiences and make audience management and optimisation simpler, you’ll find the following improvements in Google Ads:

• New audience reporting
  Detailed reporting about audience demographics, segments and exclusions is now consolidated in one place. Click the campaigns icon and open the 'Audiences, keywords and content' tab, then click Audiences. You can also easily manage your audiences from this report page. Learn more about audience reporting.
• New terms
  We’re using new terms on your audience report and throughout Google Ads. For example, 'audience types' (these include custom, in-market and affinity) are now referred to as audience segments and 'remarketing' is now referred to as 'your data'. Learn more about the Updates to Audience terms and phrases.

Audience reporting shows you how Audiences are performing. This includes ad group, campaign and account-level performance metrics on demographics, audience segments and exclusions. In the audience report, you can also easily manage your audience targeting. Learn more about audience segment targeting

View these comprehensive audience reports by selecting the 'Audiences' tab within the left-hand page navigation menu.

Benefits

• Consolidated view and management of audience demographics, segment targeting and audience exclusions. The report offers ease of both management and tracking.
• Comprehensive reporting that shows campaign, ad group and account-level performance metrics all in one place. Get a complete look at the effectiveness of your audience targeting.
• Options for viewing different slices of data by selecting different chart views.

There are 5 key modules in your audience report:

1. Audience summary card (available if you’re viewing the report for a specific ad group): Provides the name of the audience and its segments and exclusions. You can use the audience summary card to edit the audience by clicking the pencil icon , and you can change the audience by clicking Change audience. Learn about how to edit and update your audiences
2. Audience performance scorecard: Summary of how your audience is performing, as well as how well optimised, automated targeting is performing, if any of your campaigns are using optimised targeting. If you’re viewing the report for your account overall, you’ll see a consolidated chart with the performance of all audiences used in your account.
3. Demographics: Categorises these reports by age, gender, parental status or household income.
4. Audience segments: Reports on how well you are targeting groups of people with specific interests and intents. These can include:
   • Affinity segments: Targeting based on people’s interests and habits.
   • In-market segments: Targeting based on recent purchase intent.
   • Similar segments: Targeting based on interests similar to those of your website visitors or existing customers.
   • Detailed demographic segments: Targeting based on long-term life facts.
   • Your data segments: Targeting people based on your customer data or people who have visited your website or apps.
   • Custom segments: Targeting based on your campaign goal, including targeting based on people’s interests, habits and purchase intent.
   • Life event segments: Targeting people who are in the midst of important life milestones.
5. Exclusions: Reports on unrelated audience segments that you’ve excluded from your ad targeting.

 

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the 'Appearance' icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page that you’re searching for.

Manage your Audience scorecard

1. In your Google Ads account, click the Campaigns icon .
2. Click the Audiences, keywords and content drop-down in the section menu.
3. Click Audiences.
4. In the Audience scorecard, select Campaign view, Ad Group view or Account view in the drop-down menu to filter for the reporting level that you want.
5. Select the metric that you want charted using the drop-down metrics menu at the top right, for example, 'Conversions'.
6. A line chart is set as default. To change it to a different chart type, click the Chart icon on the top right and select another chart view.
7. Click Show table to view 'Status', 'Conversions', 'Impressions', 'Clicks' and other metrics. You can click on the columns icon to select other metrics for the table.

Manage your demographic targeting and reports

1. In your Google Ads account, click the Campaigns icon .
2. Click the Audiences, keywords and content drop-down in the section menu.
3. Click Audiences.
4. In the 'Demographics' module, select Campaign view, Ad group view or Account view in the drop-down menu to filter for the reporting level that you want.
5. Select a demographic tab: Age, Gender, Household income, Parental status or Combination.
   1. You can set your preferences for combination demographics by selecting specific demographics in the 'Combination' drop-down menu.
6. Click Show table to view 'Lifted user', 'Cost per lifted user', 'Absolute Brand Lift', 'Interactions', 'Interaction rate', 'Conversions', 'Cost', 'Impressions' and other metrics.
7. To pull in additional metrics to your reporting, click on the columns icon .
8. To make changes to your targeting, in the 'Demographics' module select the tab for the demographic that you would like to edit. Click Edit demographics.
   1. Click Select ad group.
   2. From the drop-down, select the campaign or ad group that you want to update.
   3. You’ll see the full list of demographic groups. Select those you wish to include.
   4. Click Save demographics.

Manage your audience segment targeting and reports

1. In your Google Ads account, click the Campaigns icon .
2. Click the Audiences, keywords and content drop-down in the section menu.
3. Click Audiences.
4. In the 'Audience segments' module, you’ll see an overview with metrics including clicks, impressions, conversion value and cost. The overview may include a chart. Click Chart type to select other available chart views.
5. Select Campaign view, Ad group view or, if applicable, Account view in the drop-down menu to filter for the reporting level you want.
6. Click Show table to view 'Status', 'Clicks', 'Conversion value', 'Impressions', 'Conversions', 'Cost' and other metrics by audience segment.
7. To pull in additional metrics to your reporting, click on the columns icon .
8. You can make edits to audience segments in 2 ways:
   • Click the box to the right of segments that you wish to edit.
     1. In the blue menu bar, click Edit to pause, enable, remove, create an automated rule or change bid adjustments, maximum CPC bids or maximum CPM bids.
   • Click Edit audience segments.
     1. Click Select an ad group.
     2. Select 'Targeting' or 'Observation'.
     3. Click the box beside any segments that you want to add. Remove any connected segments that you don’t want to include by clicking the 'X' icon beside them.
     4. Click Save audience segments.

Manage your exclusions

1. In your Google Ads account, click the Campaigns icon .
2. Click the Audiences, keywords and content drop-down in the section menu.
3. Click Audiences.
4. In the 'Exclusions' module, you’ll see a list of excluded segments, with type, where the segment is excluded from and the level of the exclusion.
5. To remove exclusions, click the box to the right of the excluded segment and then click Remove in the blue menu bar.
6. To edit exclusions, click Edit exclusions.
   1. Select Campaign or Ad group in the drop-down menu under 'Exclude from'.
   2. Click the box beside any segments that you want to exclude. Remove any connected segments that you want to exclude by clicking the 'X' icon beside them.
   3. Click Save audience segment exclusions.

Related links

• Use the Audience builder to reach the right audience for each campaign and ad group
• About your data segments
• About audience targeting