About Audience Manager

To provide a comprehensive and consolidated view of your Audiences and make audience management and optimization 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 Campaigns Icon and open the “Audiences, keywords and content” tab and 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 manager is the home of Audience lists, Audience sources, and Audience insights. It can help you manage and create new audience segments and sources.

This article explains the benefits of Audience manager and how it works. For setup instructions, check About your data setup.


  • Set up, manage, and monitor your Audience sources, such as the Google Ads tag, an App analytics provider, or a YouTube channel.
  • Create new segments based on the Audience sources you've set up.
  • Learn more about the people who make up your data segments, such as their demographics, interests, locations, and devices.

How Audience manager works

To find the "Audience manager", click the "Tools" icon Tools Icon in the Main menu and look under "Shared library." Within the "Audience manager" page, you'll find 3 sections: Audience sources, Audience lists, and Audience insights.

Audience sources

Audience manager starts with you adding sources of first-party data into Audience sources. Based on these Audience sources you can create segments comprised of your data. You can add the following audience sources:

  • Google Ads tag: Collect data from your website to advertise to people who visited your website. You can set up granular user attributes used for personalized creatives.
  • Google Analytics: Import audience segments built in Google Analytics to remarket to them with Google Ads. You can set up granular user attributes used for personalized creatives.
  • YouTube: Advertise to people who have seen your channel, track what people do after watching video ads, and drive clicks with call-to-action overlays.
  • Google Play: Create your data lists based on current app users and in-app purchasers.
  • App analytics: Link a third-party app analytics provider (including Firebase) or your own software development kit (SDK) to your account to advertise to people who use your app.
  • Customer data: Upload customer contact information to show ads to your customers while they browse across Google's properties like Google Search, YouTube, or Gmail.

Your data segments

Audience lists is where you create new segments comprised of your data based on the Audience sources you’ve added. You can also view any previously created lists. The Audience lists table helps you manage your data segments by searching, sorting, filtering, applying labels, deleting, and grouping lists.

Audience insights

Audience insights use Google's network data to help you understand more about your audience segments and recognize key patterns and opportunities. It breaks down segments comprised of your data by affinity categories, in-market categories, age, gender, geography, devices, and more. This tool provides insights that can be translated into practical campaign decisions to attract new people or optimize creatives. Learn more About audience insights.

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