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
With your data segments, Google Ads lets you re-engage with your customers based on data about those customers that you share with Google through a global site tag, event snippets or a global site tag on your website and/or app. It’s important to preserve the confidentiality and security of the data that you share with Google. The type of data collected and used for remarketing includes things like the URL and referrer URL for the website that triggers a tag hit, the custom parameters used in your tracking tag and any resulting remarketing list memberships.
This article explains how Google uses and handles the data you send for use in remarketing with Google Ads.
To learn more about how Google uses and handles the data you send through Customer Match, read How Google uses Customer Match data. To learn more about how Google uses the data you send for conversion tracking, read How Google uses conversion event data.
How Google uses your data
By using segments comprised of your data, Google matches your users to Google accounts, adds users to data segments, generates similar audience segments, shows Dynamic ads, and ensures your Google Ads campaigns comply with Google’s policies. In addition, reports containing audience data are available in your Google Ads account and any other accounts you’ve shared your audiences with.
Google may also use your customer data to improve your campaign performance. For example, Google uses both past conversion data and the data you add to optimize your bids for automated bid strategies, with the goal of improving your overall ROI. Remarketing data can be used to improve your performance when using certain bid and targeting strategies without requiring you to apply audiences in the campaign. Google might also use your data to identify other relevant audience segments for you and to provide certain insights about the composition of your data segments. Google also uses aggregated and anonymized data for the benefit of all advertisers, including, for example, improving similar audience segments.
Finally, your data segments won’t be shared with any third party or other advertisers without your permission, and Google won’t use your data segments to advertise its own products.
How Google handles your data
Google keeps your remarketing data confidential and secure, using the same industry-leading standards used to protect the data of Google users.
Here’s how Google handles your remarketing data:
- Access: Google uses employee access controls to protect your data from unauthorised access.
- Sharing: Google won’t share your data segments with any third party, including other advertisers, without your explicit consent. Google may share this data to meet any applicable law, regulation, legal process or enforceable governmental request.
- Retention: Google retains the users in your remarketing lists based on the duration you specify, which can range from 1 to 540 days. You’re responsible for complying with any duration limitations under applicable law. In some cases, Google Ads generated lists have a minimum duration of 30 days. Finally, remarketing data from tag events is stored for approximately 30 days in order to support policy compliance efforts and give you the ability to pre-populate newly created remarketing lists.
Google is committed to ensuring that the systems used to store your remarketing data remain secure and reliable, and Google has dedicated security engineering teams to protect against external threats.