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.
- Learn how to Use optimized segments.
- Video campaigns with “Product and brand consideration” or “Brand awareness and reach” objectives will be opted into audience expansion.
- Learn more about Using 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 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.
You can link your Google Ads account to your Firebase project to use the audience segments created using Firebase data.
Before you begin
It's not possible to use data segments from Firebase audience segments unless your accounts are linked. To learn how to link your Google Ads account to Firebase, read Link a Google Analytics 4 property or Firebase project to Google Ads
How it works
In your Google Ads account, you can create data segments with your mobile app users that are based on Firebase audience segments. Segments based on mobile app data can be targeted by Search, Display, and Video campaigns. You can also create audience segments in Firebase using any combination of events and user properties (for example, “Android users who live in Brazil”). Below are some segments that are available by default in Google Ads when the Google Ads account is linked to a Firebase project.
- Purchasers: People who have purchased an app or made an in-app purchase.
- All users: People who have installed your app.
Data segments created in Firebase
Any data segments created in the Firebase account are managed by Firebase. The Google Ads account holder won't be able to make changes to those segments. If the Google Ads account is unlinked, ad groups that are actively targeting segments based on Firebase data will stop running.
Sharing data segments between Google Ads accounts
Manager accounts with access to Firebase data can also share Firebase data with managed accounts. The Firebase account admin can share those segments with other managed accounts, or with manager accounts. If at any point the link between the Google Ads account and Firebase is broken, then all of the other accounts sharing that data will no longer have access, and the ad groups targeting segments based on those accounts will stop running.