Segment: Definition

A category (such as ad type or day of the week) that you can add to your campaign's tables and charts in order to organise your performance data around that criterion.

  • You can add the segments "Device" and "Day of the week" to understand the days when your customers are more likely to see your ad on their mobile devices.
  • Use time segments (such as hour of the day or specific months) to isolate changes in your performance. For example, if you segment your data according to the day of the week and find that your ad performance is dramatically different on Saturdays, you can modify your bids to account for the change in user behaviour.
  • The segmentation options that are available depend on whether you're viewing your keyword, ad, ad group or campaign tables.


Columns may not show a value when you apply an incompatible segment. For example, conversion-based segments like 'Conversion action' and 'Conversion lag' work only with conversion-related columns like Conversions, All conv. and Conversion value. Hence, other columns like Clicks, Impr. and Cost will show a blank value '--' when a conversion-based segment is applied.

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