Manager Accounts (MCC): Share audience segments that include your website visitors and app users

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.

Google ads manager accounts can share tags, segments created from your data (including your website visitors and app users), and combined segments with some, or all, of its Google Ads accounts or sub-manager accounts (other manager accounts). This article explains how you can share your data segments using your manager accounts and other Google Ads accounts.

Before you begin

It’s important to know that manager accounts need permission from individual client accounts (Google Ads accounts) to share data segments created and owned by a client account (detailed in the instructions below). If you have administrative access to the manager account, you will be able to go through the entire process.

Important: When sharing data segments and combined segments across accounts, remember that you may be sharing confidential or proprietary data. You should only share data segments with other accounts if you have obtained permission from accounts that own them and such sharing doesn't violate any agreements you have with those accounts. For additional requirements and details about data segments in Search ads, check the policy for data use in personalized ads.

Manage segment sharing from your manager account

With the manager account as the owner account for linked sub accounts, you can manage all data segment sharing for these owned sub accounts from within the manager account.

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.

Continuous audience segment sharing

To set up continuous audience sharing in your manager account, follow these steps:

  1. Sign into your manager account.
  2. Click the Admin icon Admin Icon, then Manager account settings.
  3. You’ll find a selection menu for “Continuous audience sharing”. Click on the down arrow Down arrow.
  4. Check the box beside “Add this manager as an audience manager for all sub accounts”. This ensures that all segments shared with or owned by your manager account will be shared with its sub accounts.
  5. Click Save.
  6. (Optional) Check the box beside “Access and share all audiences from specific sub accounts” to select which specific sub accounts will share lists with your manager account and its linked sub accounts.

    Note: Make sure your manager account is linked to your Google Analytics 4 account, since audiences in Google Analytics 4 don’t have the manager account listed as the owner by default. You can only pull up audiences from client accounts for which the manager account is an owner.

    1. Click on the pencil icon Edit to open the account menu.
    2. Check the box beside all specific sub accounts that should share lists with your manager account.
    3. Click Done.
    4. Click Save.
Note: It will take up to 4 hours for shared segments to appear in manager accounts and an additional 4 hours for those new manager account segments to appear in linked sub accounts.

Common scenarios

  • If a manager account shares tags and segments with a client account, the client account will have access to any segments the manager account creates (including future segments).
  • If a client account has shared segments with a manager account, the manager account can share those segments with its other client accounts.
  • If the Google tag isn't correctly implemented, the tag won't add website visitors to your data segments. This may limit or stop ads from showing. Any client accounts using these segments would be affected. Learn how to troubleshoot your tagging implementation
  • If a client account turns off segment sharing, any campaign or ad groups in the other client accounts using the shared segments will stop running and will no longer be visible in your Audience manager.
  • If a client account's "Remarketing account" is changed from one manager account to another manager account, the client account will no longer have access to the manager account tag or any segments associated with it. Any ad groups or campaigns in these accounts that were using these segments will stop running as described in the previous paragraph.
  • If a manager removes a client account from segment sharing, the client account will lose access to the manager account's tag and segments. If the client account was sharing their own segments, this change would affect ad groups and campaigns in other accounts that are targeting these segments.

Keep in mind

  • Data segments owned by a manager account, or shared with a manager account, will be shared and accessible for all client accounts that are set to “This manager” under the same “Remarketing account.”
  • Only the owner of a shared segment can edit it.
  • Any changes made to a shared segment will be applied across accounts.
  • The sharing of Video data segments, Floodlight-based segments, or licensed segments is currently not supported.
  • To share Google Analytics segments, Google considers the Google Ads account to which the segment was linked during setup. You can see the status of Google Analytics in the “Audience sources” tab of Audience Manager.
    • Note: Segments can only be shared with one other Google Ads destination account, so if you want to share them when importing from Google Ads to Google Analytics, set the manager account as the destination account.
  • Data segment sharing happens automatically for dynamic remarketing dynamic attributes (custom parameters).
  • Segment owners can see which accounts have access to their segments by going to "Audiences" in "Shared library."

Related links

Topic Page Manager Accounts (MCC)

Audiences and Conversion Tracking


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