Important details for audience reporting

Cross-environment Floodlight conversions

You cannot add columns that report cross-environment Floodlight conversions to audience reports.

Attribution models for Floodlight conversions

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

Engine metrics

If a report includes engine metrics from accounts other than Google Ads accounts that are using auto-tagging, you can't apply audience segments or view audience dimensions. For example, if you've navigated to a Microsoft Advertising account and a report includes the Clicks column, you can't apply audience segments. Likewise, if you've navigated to a Google Ads account that isn't using auto-tagging, you can't apply audience segments if the report includes the Clicks column.

Even with auto-tagging enabled, audience segments and dimensions are only available with the following click-based engine metrics:

• Avg CPC

• Clicks

• Cost

• Visits

Metrics based on impressions or position cannot be used with audience segments or dimensions. For example, the following columns are not available in audience reports:

• Avg CPM

• Avg Pos

• CTR

• Impr

• Invalid Clicks

• Display Impr Share

• Display Lost IS

• Search Impr Share

• Search Lost IS

Discrepancies in engine metrics

Engine metrics in an unsegmented report are not expected to match up exactly with the same metrics in an audience report. This is because engine metrics in an unsegmented report come directly from Google Ads, while engine metrics in an audience report are calculated based on the number of clicks Search Ads 360 attributes to each type of audience. Spam filtering and other differences may result in Search Ads 360 and Google Ads having slightly different performance numbers.

For example:

1. In Search Ads 360, you view the Campaigns tab and see a total cost of $25,000.
   This data comes directly from Google Ads is expected to closely match what you see in Google Ads.  
2. You segment the Campaigns tab by Age, and the total cost increases to $25,050.
   This is because Search Ads 360 uses its audience data to determine how many clicks to attribute to each audience. Then Search Ads 360 retrieves cost data from Google Ads for each of those clicks. In some cases, Search Ads 360 may request cost data for clicks that were eventually filtered out by Google Ads spam filters.

Daily budget

Even though you can add the Daily budget column to an audience report, the data doesn’t apply to the audience data. Since the Daily budget shown isn’t applicable for the age group, gender, or other audience characteristic, the same number is repeated in each row.

Remove the audience dimension or segment to see applicable data for daily budget.

No summary data

Not every conversion is associated with a specific type of audience, and some conversions are associated with multiple audiences, so summing up the total number of conversions when viewing an audience report could be misleading. When you view affinity category, in-market segment, and Campaign Manager 360 remarketing list reports, Search Ads 360 automatically removes the summary rows.

Audience data updated once a day

Audience data is updated once a day. If a report's time range includes the current day, audience data from today won't be included.

Use the Targets tab to report on demographic targets

If you set up demographic targets for a Google Ads campaign or ad group, use the Targets tab to report on performance instead of audience reports. Audience reports and Google Ads targeting use separate techniques for calculating demographic data, so an audience report may not accurately show the performance of Google Ads demographic targeting. Learn more