About your data insights

Google has made changes to the way your data insights are pulled.

What has not changed:

  • Segments in your campaigns will continue to target the same users without any changes.
  • There will be no impact on targeting or reporting insights.

You’ll notice the following changes in the way Google pulls your data insights:

  • Some countries may not currently be supported due to ongoing updates. This may result in some segments not getting any insights.
  • As changes are made, there may be differences in the insights we surface. As a result, some segments will get less dimensions in insights.

As announced on November 1, 2022, similar audiences will be transitioned to more durable solutions. Starting August 1, 2023, similar segments will be gradually removed from all ad groups and campaigns in Google Ads and should be completed by the end of the month.

  • Display, Discovery, and Video action campaigns that are still using similar audience segments after August 1, 2023 will be opted into optimized segments.
  • Video campaigns with “Product and brand consideration” or “Brand awareness and reach” objectives will be opted into audience expansion.
  • If you opted out before August 1, 2023, ad groups and campaigns targeting similar segments will be paused. Make sure to unpause them and add relevant targeting criteria.

Learn more about the Changes to audience segments.

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 similar, 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.

Your data insights are designed to help you find new audiences by showing valuable information about your website visitors and app users. For example, if you’re using Google Ads conversion tracking, your data insights can help you find audiences related to your "All converters" data segment. This helps you 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 data segments.
  • 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 your ideal audience data segments against the general population.



An outdoor apparel company checks the Google Ads data 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. Using these insights, the apparel company decides to create a campaign with ads that target this audience profile.

How to access your data insights

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 you’re searching for.
  1. In your Google Ads account, click the Tools icon Tools Icon.
  2. Click the Shared library drop down in the section menu.
  3. Click Audience manager.
  4. Below the page header "Audience manager" you'll see multiple tabs. Click Your data insights.

How the report is organized

Your data insights are organized into 2 sections: "Audience distribution" and "Relevant audiences." You can select an audience segment 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 the general population, and the likelihood of that Google audience segment to be in your audience list.

  • In-market segments: These audience segments 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 segments 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” segment are more likely to be interested in “Winter Sports Equipment & Accessories” than the chosen benchmark.
  • Affinity segments: These audience segments can help businesses expand a TV ad campaign to an online campaign with little cost. 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” segment are more interested in the affinity segment “Outdoor enthusiasts” when compared to the benchmark.

Ways to act on insights

In-market and affinity segments

  • View the interests and purchase intent of people in your audience segments.
  • Target in-market and affinity segments that are similar to the people in your audience segments.


  • View the demographic breakdown of segments comprised of your data based on age, gender, household income, and more.
  • 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.
  • Benchmark insights*

(*The countries that are available for benchmarks depend on the audience on the list and the location of the users that are on the list.)


  • Adjust bids by device, including mobile.

Similar segments

  • Reach possible new customers who haven't visited your website or used your app, but do have interests similar to your website visitors or existing customers.
  • Create a new ad group that targets people with similar interests.

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 more targets for bicycles may increase your results.

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

Your data insights report will identify which audience segments share similarities to the people who visited your website or used your app. In some cases, the name of the segments may be surprising and provide a new insight to your business.

Which types of Google Ads data segments let me see data insights?

  • Your website and app visitors (Google Analytics and global site tag)
  • Customer Match segments
  • YouTube users

Why are the data insights not shown in my account?

The list must have a minimum of 1,000 active users over the previous 30 days to show any insights. Customer Match lists must contain a minimum of 1,000 Gmail users for audience insights to show on seed lists.

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