About audience reporting in the new Search Ads 360

Audience reports can help you understand how your ads perform for specific demographics and audience segments. The data is collected by Campaign Manager 360, Google Ads, Microsoft Advertising, and other advertising platforms. 

Once you understand which audience segments are responding to your ads, you can adjust your targeting, keywords, ad copy, or the content on your site to better match customer intent.

Floodlight conversions for all client accounts

The new Search Ads 360 provides audience characteristics for your Floodlight conversions. Audience reporting is available for the client accounts that the new Search Ads 360 supports (as long as you're using Floodlight tags to track activity on your website). 

Audience conversion metrics, such as number of conversions and conversion value, are supported for Google Ads (if auto-tagging is enabled) and Microsoft Advertising (using the Visit URL ValueTrack parameter). The new Search Ads 360 doesn’t provide audience reports for other conversion tracking systems, such as Google Ads Conversions, Google Analytics, or Baidu.

Audience segments available in the new Search Ads 360

You can view conversion metrics for the following audience segments:

• Demographics
• Gender (male or female)
• Age groups: 
  • Google Ads: 18-24, 25-34, 35-44, 45-54, 55-64, 65+, Unknown
    • In Google Ads, audience members under the age of 18 are reported in the "Unknown" age group. 
  • Microsoft Advertising: 18-24, 25-34, 35-49, 50-64, 65+
    • In Microsoft Advertising, if a customer falls into the “Unknown” category, no bid adjustment is applied.
• Household income (Google Ads only)
• Parental status (Google Ads only; not available for Search or Shopping campaigns): "Parent," "Not a parent," and "Unknown".

Microsoft Advertising doesn't support household income or parental status.

• Affinity segments: Interest groups, such as Auto Enthusiasts, Foodies, Movie Lovers, Travel Buffs, and Shutterbugs. Learn more about the list of Google Ads affinity categories.
  • Search Ads 360 uses affinity segments available in client advertising accounts, including Google Ads and Microsoft Advertising, for audience targeting and reporting.
• In-market segments: Customers who are researching products and actively considering buying a service or product in particular business verticals, such as “Travel/Hotels & Accommodations” or “Consumer Electronics/Mobile Phones”. Refer to the list of Google Ads in-market audience segments. 
  • Search Ads 360 uses in-market segments from client advertising accounts, including Google Ads and Microsoft Advertising, for audience targeting and reporting.

Available audience information

The following information is available in your audience report:

• Audience segments performance scorecard: Summary of how your Audience is performing, as well as how well optimized, automated targeting is performing, if any of your campaigns are using optimized targeting. If you’re scoped to a client account, you’ll see a consolidated chart with performance of all audience segments used in the account.
• Audience segments: Reports on how well you are targeting groups of people with specific interests and intents. These can include:
  • Affinity segments: Targeting based on people’s interests and habits.
  • In-market segments: Targeting based on recent purchase intent.
  • Similar segments: Targeting based on interests similar to those of your website visitors or existing customers.
  • Your data segments: Targeting people based on your customer data or people who have visited your website or apps.
  • Custom segments: Targeting based on your campaign goal, including targeting based on people’s interests, habits, and purchase intent.
  • Life-event segments: Targeting people who are in the midst of important life milestones.
• Detailed demographic segments: Targeting based on long-term life facts.
• Exclusions: Reports on unrelated audience segments that you’ve excluded from your ad targeting.

Related links

• About the Microsoft Network