Google Ads audience report template. The devices, hours, places and people behind the results.
The Audience template shows who brings your Google Ads results: which device, which hour of the week, which country or region, which age and gender. It opens on the last 30 days, and every card is read live from Google Ads when you open it.
- 4 cards
- Last 30 days
- Read live from Google Ads
What is in the audience report template? Four cards, in two rows of two.
The template sits in the Reports list's All tab, beside the weekly, monthly and quarterly reports. None of its cards shows a comparison: each one describes the period itself.
Which accounts is the audience report template for?
Any account with traffic: every campaign type feeds the devices, hours and places cards.
Read Age and gender with care. It comes from the age and gender reports of ad groups, so campaigns without ad groups, such as Performance Max, may be missing from it. On an account that runs mostly on Performance Max, treat that card as a sample.
How do you read an audience report? Card by card, and what to do next.
Devices
The card splits clicks between mobile, computer, tablet and TV screens. Switch it to conversions and compare the two shares. If mobile takes 70% of clicks and 45% of conversions, the mobile page is the usual suspect: slow to load, a long form, a phone number nobody can tap.
Fix the page before you touch bids. Most Smart Bidding strategies ignore device bid adjustments, except -100%, which removes a device. Many people research on a phone and buy on a computer, so cutting mobile can cost sales that never show on the mobile row.
When people convert
A grid of 7 days by six blocks of 4 hours, Monday first, in the account's time zone, with each conversion counted at the hour of the click. Here it sits beside who and where, as context. For the full read of timing, with clicks beside conversions and a daily chart, open the Days and hours template.
Countries and regions
This card counts where people physically were, not the places they searched about. An account that reaches several countries is shown by country; one that reaches a single country, by region, once Google gives a region for at least 60% of the clicks. A line under the card says how many clicks Google could place.
Clicks from places you do not serve usually come from the location option Presence or interest. Set it to Presence unless you sell to people planning a trip.
Age and gender
Each age range and gender with its clicks and conversions, Unknown last. Unknown is often a large group, because Google cannot tell the age of many people. It is real traffic: do not exclude it by reflex.
What does an audience report show on a made-up account?
Fernbrook Bikes
A made-up account, for illustration
Fernbrook Bikes, a made-up business, sells e-bikes online and from two shops in Lyon, on €9,000 a month. Over 90 days, mobile takes 68% of clicks and 41% of conversions. 11% of clicks come from regions where the shops cannot offer a test ride. People aged 45 to 54 bring twice their share of clicks in conversions.
The mobile test-ride form loses three of its seven fields. The location option moves to Presence. The next creative brief talks to the 45 to 54 range about comfort on the commute rather than speed.
How do you change the audience report template?
Press Customize to save a copy the whole workspace can open, then change any card in its settings.
- Switch Devices or the hours map to Spend, to see where the money goes rather than the clicks.
- Raise Countries and regions to 25 rows for an account that sells in many countries.
Every card downloads its rows as CSV or Excel.
Questions about the Audience template.
Anything else? Ask Oppy in the product, or write to the team.
What does a Google Ads audience report show?
In Optizads, the Audience template shows four cards for one account: clicks by device, conversions by hour of the week, clicks by country or region, and clicks and conversions by age and gender. It opens on the last 30 days.
Is it the same as the Audience segments template?
No. Audience shows devices, hours, places and people. Audience segments lists the remarketing lists, interests and custom segments added to your campaigns, with what each one brought. They answer different questions.
Why is Unknown so large on the age card?
Google does not know the age or gender of many people who see ads. Unknown is real traffic: judge it on its own figures before excluding anything.
Can I compare the period with last year?
The four audience cards describe the chosen period only. Add Key figures from the card library and set Compare with to Same days last year to see the change beside them.
Keep reading
- Report builderThe 36 cards, and how to change any template.
- All 24 report templatesGrouped by the gallery's six sections.
- Audience segments templateYour lists and interests, segment by segment.
- Days and hours templateTwo heat maps of the week and a daily chart.
- Campaigns report templateEvery campaign ranked and compared.
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