About Google Ads Audience insights

Audience insights is designed to help you find new audiences by showing valuable information about the people in your remarketing lists. For example, if you’re using Google Ads conversion tracking, Audience insights can help you find audiences related to your "All converters" remarketing list to expand your targeting or adjust your bids to better reach these high-performing audiences.


  • Find new and relevant audiences to expand your ad group targeting.
  • Discover the demographics, locations, devices, and interests that make up your remarketing lists.
  • Make informed decisions about how to target your ads, what bids to set, and more.
  • Drive sales with new customers who typically convert on your website.
  • Benchmark audiences in your remarketing lists against the general population.


An outdoor apparel company checks the Google Ads audience insights report for their "All converters" list. They discover that the people who typically convert on their website are: women, ages 25 to 44, outdoor enthusiasts, mostly use mobile devices, and currently in the market for shoes. They decide to create a campaign with ads that target this audience profile.

How to access Audience insights

  1. Click the tools icon Google Ads | tools [Icon] in the top right corner of your screen.
  2. Under "Shared library" click Audience manager.
  3. From the page menu on the left click Audience insights.

How the report is organized

Audience insights is organized into 2 sections: "Audience distribution" and "Relevant audiences." You can select an audience and view it in isolation or use a benchmark such as a country's population for comparison. You can also download your report from the top right corner of your screen.

"Audience distribution" shows a breakdown of the audience list distribution, and user characteristics like, locations, demographics, and devices. Using an index score, "Relevant audiences" shows the people within a Google audience segment compared to a general population, and the likelihood of that Google audience segment to be in your audience list.

  • In-market audiences: These audiences are customers who are in the market, which means that they’re researching products and are actively considering buying a service or product like yours. In-market audiences can help advertisers focus on conversions from customers most likely to make a purchase. For example, an outdoor apparel company may learn that the people in their “All converters” audience list are more likely to be interested in “Winter Sports Equipment & Accessories” than the chosen benchmark.
  • Affinity audiences: These audiences can help businesses cost efficiently expand a TV ad campaign to an online campaign. They’re based on the peoples’ lifestyles, buying habits, and long-term interests. For example, an outdoor apparel company can find that the people in their “All visitors” list are more interested in the affinity audience “Outdoor enthusiasts” when compared to the benchmark.

Ways to act on insights

In-market and affinity audiences

  • See the interests and purchase intent of people on your remarketing list.
  • Target in-market and affinity audiences that are similar to the people in your remarketing lists.


  • See the demographic breakdown of people on your remarketing list.
  • Target a specific demographic with tailored ads.
  • Determine which product categories are more popular with a particular demographic.
  • Adjust bids by demographic.


  • Target where your top converters are located.


  • Adjust bids by device, including mobile.

Similar audiences

  • Reach possible new customers who haven't visited your website but do have interests in common with people on your remarketing list.
  • Create a new ad group that targets this similar audience.

Frequently asked questions

How should I interpret the comparative percentages?

Comparative percentages can help you decide where to focus your targeting. Let's say you want to target people similar to those that make up your "All visitors" list and you see that 22.5% of "All visitors” are currently in the market for bicycles compared to 6.48% in the United States. This means that the people in your list are more likely to be in the market for bicycles than the overall US population and adding additional target for bicycles may increase your results.

Should I target the in-market and affinity audiences in the report?

The Audience insights report will identify which audience segments share similarities to the people on the remarketing list. In some cases, the name of the segments may be surprising and provide a new insight to your business.

Which types of Google Ads remarketing lists let me see audience insights?
  • Web remarketing lists (Google Analytics and Google Ads tag)
  • App remarketing lists
  • Customer Match lists
  • YouTube lists
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