Use segments to bring out what's most important to you in your Google Ads tables. With segments, you can split your data into rows and isolate exactly what you want to see. Your segment choices vary depending on which table of your Google Ads account you're viewing, but may include periods of time, click type or device.
This article explains how to use segments.
How to segment your table's rows
- Sign into your Google Ads account.
- Use the page menu to navigate to the table you'd like to segment.
- Click the segment icon and select the data you want to isolate.
- To remove a segment, click the segment icon and select None.
Columns may not show a value if 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. This also includes columns that incorporate cost, such as Cost/Conv.
How to use different segment types to gain insights
Some segments can be found on almost every tab in your Google Ads 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. Here are the available segment types and how you can use them:
Ad destination describes where the user lands after clicking your ad. If you receive traffic to both your app and mobile website, you can use this segment to compare ad performance based on where users landed.
Use the following steps to ensure the most accurate segmentation across web and app traffic in this report:
- Set up app conversion tracking through Firebase SDK or third-party SDK.
- Send all connector pings (session starts Google Click ID) to Google Ads.
- Link the GA4F or third-party account to Google Ads customer ID.
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).
Segmenting by click type may not be compatible with all metrics, such as view metrics for video campaigns.
Click type may apply to multiple aspects of the same impression (e.g. 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
Days to conversion
Use this segment to compare how individual keywords are performing for particular ads.
This segment is available on the Ads tab only.
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 this segment to see the clicks, impressions or CTR from each search terms match type to a certain keyword. Then you could make changes to your keyword match type to improve performance.
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 terms match type will be broad. If the customer searches for buy dog toys or buy dogs toys, the search terms match type will be phrase. If the customer's search is simply dog toys or dogs toys, the search terms 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
|dog toys||dog toys
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 terms match type (broad-, phrase and exact). Based on how dog toys performs for each search terms 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 terms 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 terms match type as exact since dog toy is a close variant of dog toys.
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.
- Day of the week (Monday, Tuesday, Wednesday...)
- Day (e.g. Wed., 21 December 2011)
- Hour of day
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 Google Ads text ads that don't appear directly above Google search results are categorised as 'Google search: Other'.
- Search partners: As at October 2020 Search partners no longer distinguishes between Top vs. Other, and all Search partner data will be labelled in one segment. You may still see 'Search partners: Top', which includes data from before October 2020.
- Google Display Network – Your ad ran on the Google Display Network.