Segment reports

Available segments in Search Ads 360 reports

You can segment reporting tables that contain performance metrics as described in the following table.

Note that some combinations of segments are not supported. For example if you select the click type segment, you can't also segment by sitelinks.

This segment... Displays performance metrics...
Ad

For each ad that the keyword was responsible for displaying. Only available in a keywords or product targets report.

Restrictions

If a report includes impression share or quality metrics, you can't apply this segment.

App extension

(Google Ads only) For clicks and conversions when app extensions appear in ads. 

You can use this segment on the Campaigns and Ad groups tabs at the following scopes:

  • Google Ads engine account
  • Campaign

Campaign-level extensions appear on the Campaigns tab, and ad-group level extensions appear only on the Ad groups tab.

Restrictions

If a report includes impression share or quality metrics, you can't apply this segment.

App ID and
App Store

(Google Ads only) App ID displays metrics by the apps you're promoting in "Mobile app installs" campaigns and app extensions.

App Store displays metrics by the app stores you uploaded your apps to.

You can use this segment on the Campaigns and Ad groups tabs at the following scopes:

  • Google Ads engine account
  • Campaign

Restrictions

If a report includes impression share or quality metrics, you can't apply this segment.

Audience

For conversions from specific demographic groups, audience categories assembled by Google and recorded by Floodlight activities, Campaign Manager remarketing lists and engine remarketing lists.

Audience segments are available on any of the following tabs, at the Advertiser, Engine account, or Campaign scope:

  • Engine accounts
  • Campaigns
  • Ad groups

Restrictions 

  • If a report includes engine metrics from accounts other than Google Ads accounts that are using auto-tagging, you can't apply audience segments. Learn more
  • If a report includes a conversion column that uses an attribution model other than "last click", you can't apply the following audience segments:
    • Age
    • Gender
    • Engine remarketing list
  • If a report includes impression share or quality metrics, you can't apply this segment.

Business data

Columns you've defined in your business data tables.

You can use this segment on any of the following tabs, at any scope unless otherwise noted:

  • Advertisers
  • Engine accounts
  • Campaigns
  • Ad groups
  • Keywords
  • Ads
  • Ad templates (only after scoping to a Google Ads engine account or lower)
  • Product groups (only after scoping to a Google Ads engine account or lower)
  • Dynamic ad targets

Restrictions

If a report includes impression share or quality metrics, you can't apply this segment.

 

Callout extension

(Google Ads only) For clicks and conversions when callout extensions appear in ads. 

You can use this segment on the Campaigns and Ad groups tabs at the following scopes:

  • Google Ads engine account
  • Campaign

Restrictions

If a report includes impression share or quality metrics, you can't apply this segment.

 

Call extension

(Google Ads only) For clicks and conversions when call extensions appear in ads. 

You can use this segment on the Campaigns and Ad groups tabs at the following scopes:

  • Google Ads engine account
  • Campaign 

Restrictions

If a report includes impression share or quality metrics, you can't apply this segment.

Calls

(Google Ads only) The following segments are available in the Call metrics report: 

Call segments can be applied with other segments such as date. You can’t apply two call segments, such as Call duration and Caller area code.

Restrictions

If a report includes impression share or quality metrics, you can't apply this segment.

Click type

(Google Ads only) For the component of an ad (headline, phone call, sitelink, or offer) that customers clicked.

The click type segment is available on the Campaigns, Ad groups, and Ads tabs when you scope to:

  • Google Ads engine account
  • Campaign
  • Ad group

Restrictions

  • This segment isn't available if a report includes a conversion column that uses an attribution model other than "last click".
  • If a report includes impression share or quality metrics, you can't apply this segment.

Custom Floodlight variables Organized by custom Floodlight variables that are set up in Search Ads 360 as dimensions. For example, if you use a custom Floodlight variable to include the shipping zip code for each conversion, you can segment conversions by zip code.

Only available if the reporting table includes columns that display actions, transactions, revenue, or Floodlight activities (learn why).  

You can use this segment on any of the following tabs, at any scope unless otherwise noted:

  • Engine accounts
  • Campaigns
  • Ad groups
  • Keywords
  • Ads
  • Ad templates (only after scoping to a Google Ads engine account or lower)
  • Product targets (only after scoping to a Google Ads engine account or lower)

Restrictions

Dates From specific days, weeks, or other time periods of a day or longer.

You can only include one type of date segment in a report. For example, you can’t segment by day and by week.

Tip: Make sure the report’s time range is long enough for any date segment you select. For example, if you select the month segment, you’ll only see additional details if the report time range is longer than a month.

You can use this segment on any of the following tabs, at any scope unless otherwise noted:

  • Advertisers
  • Engine accounts
  • Campaigns
  • Ad groups
  • Keywords
  • Ads
  • Sitelinks (only after scoping to a Google Ads engine account or lower)
  • Ad templates (only after scoping to a Google Ads engine account or lower)
  • Product targets (only after scoping to an engine account with sitelinks support or lower)
Device type For each type of device, such as mobile or desktop.

You can use this segment on any of the following tabs, at any scope unless otherwise noted:

  • Advertisers
  • Engine accounts
  • Campaigns
  • Ad groups
  • Keywords
  • Ads
  • Ad templates (only after scoping to a Google Ads engine account or lower)
  • Product targets (only after scoping to a Google Ads engine account or lower)

Restrictions

If a report includes impression share or quality metrics, you can't apply this segment.

 

Dynamic ad target

(Google Ads only) For dynamic ad targets, which define pages on your site that you want to advertise with dynamic search ads. 

You can use this segment on the Ads tab at the following scopes:

  • Google Ads engine account
  • Campaign
  • Ad group

Restrictions

  • This segment isn't available if a report includes a conversion column that uses an attribution model other than "last click".
  • If a report includes impression share or quality metrics, you can't apply this segment.

Floodlight activity For each of an advertiser’s Floodlight activities. Only available if the reporting table includes columns that display actions, transactions, revenue, or Floodlight activities (learn why).

You can use this segment on any of the following tabs, at any scope unless otherwise noted:

  • Engine accounts
  • Campaigns
  • Ad groups
  • Keywords
  • Ads
  • Ad templates(only after scoping to a Google Ads engine account or lower)
  • Product targets (only after scoping to a Google Ads engine account or lower)

Restrictions

If a report includes impression share or quality metrics, you can't apply this segment.

 

Floodlight activity group For each of an advertiser’s Floodlight activity groups. Only available if the reporting table includes columns that display actions, transactions, revenue, or Floodlight activities (learn why).

You can use this segment on any of the following tabs, at any scope unless otherwise noted:

  • Engine accounts
  • Campaigns
  • Ad groups
  • Keywords
  • Ads
  • Ad templates (only after scoping to a Google Ads engine account or lower)
  • Product targets (only after scoping to a Google Ads engine account or lower)

Restrictions

If a report includes impression share or quality metrics, you can't apply this segment.

 

Geo

For geographic areas such as provinces and prefectures where customers view your ads.

You can use this segment on any of the following tabs, at the Advertiser, Engine account, or Campaign scope:

  • Engine accounts
  • Campaigns
  • Ad groups

Restrictions

  • This segment isn't available if a report includes a conversion column that uses an attribution model other than "last click".
  • If a report is already segmented by audience, time, products advertised, or products sold, you can't add a geo segment.
  • If a report includes impression share or quality metrics, you can't apply this segment.

Hour of day

For each hour of the day during the report's time range.

You can use this segment on any of the following tabs, at the Agency, Advertiser, Engine account, or Campaign scope:

  • Advertisers
  • Engine accounts
  • Campaigns
  • Ad groups

Restrictions

If a report includes impression share or quality metrics, you can't apply this segment.

 

Inventory ad template For inventory ad templates across all campaigns or ad groups. Only available on the Ad templates tab (ad templates correlate ad copy with data from an inventory account).
Keyword For each keyword that was responsible for displaying ad. Only available in ads report.

Restrictions

If a report includes impression share or quality metrics, you can't apply this segment.

Network (with search partners)

(Google Ads and Yahoo! Gemini only) For the engine's advertising networks. For example, for Google Ads, you can compare the number of impressions, clicks, and conversions that occurred on the Google Search network, Google Display network, and Search Partners network. For Yahoo! Gemini, you can compare the data on the Yahoo! Gemini search network and native network.

Limited Google Ads data is available as far back as September 1, 2015. Starting on September 30, 2015, you can see which engine metrics and conversions are attributed to each network separately.

Learn more about breaking out search metrics by Google Ads network type.

You can use this dimension when you scope to:

  • Google Ads or Yahoo! Gemini engine account
  • Campaign
  • Ad group

Restrictions

  • This segment isn't available if a report includes a conversion column that uses an attribution model other than "last click".
  • If a report includes impression share or quality metrics, you can't apply this segment.

Sitelink For each sitelink in the report scope. For example, an ad group report displays metrics for each sitelink that the ad group inherits or that the ad group has specified.

You can use this segment on any of the following tabs, after scoping to an engine account with sitelinks support or lower:

  • Campaigns
  • Ad groups

Restrictions

If a report includes impression share or quality metrics, you can't apply this segment.

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