Create demographic targets in Google Ads

Report on Google Ads age and gender targets

Report on included age or gender targets in a Google Ads campaign

  1. Navigate to a Google Ads campaign.
    Steps for navigating to a campaign
    1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the "Advertiser" list, click on the advertiser that contains the engine account.

    5. In the "Account" list, click on the engine account that contains the campaign.
    6. In the "Campaign" list, click on the campaign.

    7. Click Apply or press the Enter key.

    Search Ads 360 displays the campaign page.

  2. Do one of the following:

    • Report on the included age targets specified in the campaign's ad groups

      1. Click the Targets ▼ tab, and then click Age targets.
      2. Click the Ad group age targets tab.
    • Report on the included gender targets specified in the campaigns ad groups

      1. Click the Targets ▼ tab, and then click Gender targets.
      2. Click the Ad group gender targets tab.

 

Report on included age or gender targets in a Google Ads ad group

  1. Navigate to a Google Ads ad group.
    Steps for navigating to an ad group
    1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the "Agency" list, click the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the "Advertiser" list, click the advertiser that contains the engine account.

    5. In the "Account" list, click the engine account that contains the campaign.

    6. In the "Campaign" list, click the campaign that contains the ad group.

    7. In the "Ad group" list, click the ad group.

    8. Click Apply or press the Enter key.

    Search Ads 360 displays the ad group page.

  2. Click the Targets ▼ tab, and then click Age targets or click Gender targets.
    The metrics are displayed in the reporting table.
To report on age or gender targets for Floodlight tags and activities or Google Ads conversion trackers, be sure to add the columns to the report.

Target reports may not match audience reports

The reporting data for age and gender targets comes from Google Ads and accurately shows the activity related to the targeting set up for a Google Ads campaign or ad group. Search Ads 360 audience reports can also show performance for demographic groups. The data in an audience report is primarily collected by Floodlight and may not match the data you view on the Targets tab. This is because Floodlight and Google Ads use separate techniques for associating visits, clicks, and conversions with demographics. Learn more about how Google Ads collects demographic information in Google Ads help.

For example, if a campaign uses a gender target to exclude advertising to males, you won't see clicks or conversions for males when you report on gender targets for the campaign. However, if you scope to the campaign and view an audience report (such as viewing Gender on the Dimensions tab), you may see clicks and conversions for males. In this case, Floodlight calculated that the clicks came from males, while Google Ads calculated that the user who searched was not a male.

If you've set up demographic targets, the best practice is to report on targets from the Targets tab, and not from the Dimensions tab or by segmenting a report by gender.  

 

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