About Audience manager

To provide a comprehensive and consolidated view of your Audiences and make audience management and optimisation simpler, you’ll see the following improvements in Google Ads:

  • New audience reporting
    Detailed reporting about audience demographics, segments and exclusions is now consolidated in one place, the 'Audiences' tab within the left page navigation menu. 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

Audience manager is the home of Audience segments, Audience sources and Audience insights. It can help you manage and create new audience segments and sources.

This article explains the benefits of Audience manager and how it works. For setup instructions, see About your data setup.

Benefits

  • Set up, manage and monitor your Audience sources, such as the global site tag, an App analytics provider or a YouTube channel.
  • Create new segments based on the Audience sources that you've set up.
  • Learn more about the people who make up your data segments, such as their demographics, interests, locations and devices.

How Audience manager works

To find the Audience manager, click the tools icon Google Ads | tools [Icon] in the top right-hand corner of your screen and look under 'Shared library'. Within the page menu of Audience manager, you'll find three sections: Audience sources, Audience segments and Audience insights.

Audience sources

Audience manager starts with you adding sources of first-party data into Audience sources. Based on these Audience sources, you can create segments comprised of your data. You can add the following audience sources:

  • Global site tag: Collect data from your website to advertise to people who visited your website. You can set up granular user attributes used for personalised creatives.
  • Google Analytics: Import audience segments built in Google Analytics to reach them with Google Ads. You can set up granular user attributes used for personalised creatives.
  • YouTube: Advertise to people who have seen your channel, track what people do after watching video ads and drive clicks with call-to-action overlays.
  • Google Play: Create your data segments based on current app users and in-app purchasers.
  • App analytics: Link a third-party app analytics provider (including Firebase) or your own software development kit (SDK) to your account to advertise to people who use your app.
  • Customer data: Upload customer contact information to show ads to your customers while they browse across Google's properties like Google Search, YouTube or Gmail.

Your data segments

Audience segments is where you create new segments comprised of your data based on the Audience sources that you’ve added. You can also view any previously created segments. The Audience segments table helps you manage your data segments by searching, sorting, filtering, applying labels, deleting and grouping segments.

Audience insights

Audience insights use Google's network data to help you understand more about your audience segments and recognise key patterns and opportunities. It breaks down segments comprised of your data by affinity categories, in-market categories, age, gender, geography, devices and more. This tool provides insights that can be translated into practical campaign decisions to attract new people or optimise creatives. Learn more about Audience insights

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