Google Ads audience segments report template. Your lists and interests, and the people they reached.
The Audience segments template lists every audience segment added to your campaigns and ad groups, with its impressions, clicks, spend and conversions. Below it, two cards show the age, gender and devices of the people reached, all read live from Google Ads over the last 30 days.
- 3 cards
- Data lists, interests, custom segments
- Last 30 days
What is in the audience segments report template? Three cards, segments first.
Not to be confused with the Audience template, which shows devices, hours and places. This one starts from the segments you chose.
Which accounts is the audience segments report template for?
Accounts that add audience segments to campaigns or ad groups, in Targeting or in Observation. Both show here, since both are segments added to a campaign or an ad group.
Performance Max is the exception. Its audience signals belong to asset groups and only steer Google's targeting, so they never appear as rows. If the table is empty, the account has no segments added, and the Audience template is the one to open.
How do you read an audience segments report? Card by card, and what to do next.
The segments table
Each row is one segment where it was added. A list added to three ad groups shows as three rows, with the campaign and ad group under its name. A tag says its kind: Data list, Interest, Custom audience or Combined audience. An interest carries Google's own name, and its tag says In-market or Affinity instead.
The table sorts by impressions, so the segments with the most reach come first. Sort by cost per conversion to rank them by price, or by spend to see where the money went.
What to do with a segment
Compare each segment's cost per conversion with the campaign it sits in. A remarketing list at half the campaign's cost is a group worth its own ad copy, or a higher bid adjustment on manual bidding.
Under Smart Bidding, audience bid adjustments are ignored, so act through the campaign instead. Keep segments in Observation as a report. Exclude a segment that spends with nothing to show. Give a winning list its own campaign, with its own target.
On Display and Demand Gen, where segments do the targeting, a segment with plenty of impressions and no conversion after several times your target cost is the one to remove.
Age, gender and devices
The two smaller cards cover the whole account, not one segment: read them as context beside the table.
What does an audience segments report show on a made-up account?
Larchwood Tea
A made-up account, for illustration
Larchwood Tea, a made-up shop, sells loose-leaf tea online on €4,500 a month. Its Search campaigns carry three segments in Observation. Their average cost per sale is €29. After 30 days the table reads:
Past buyers, 540 days
- Kind
- Data list
- Spend
- €610
- Conversions
- 48
- Cost per conversion
- €12.71
Gourmet food
- Kind
- In-market
- Spend
- €1,240
- Conversions
- 31
- Cost per conversion
- €40.00
Tea lovers
- Kind
- Affinity
- Spend
- €880
- Conversions
- 6
- Cost per conversion
- €146.67
Past buyers convert at less than half the campaign's cost, so they get an ad written for returning customers. The affinity segment costs five times the average: it is excluded from Search and kept for a test on Demand Gen.
How do you change the audience segments report template?
Customize saves a copy the workspace shares. Three changes pay off on this template:
- Filter the table with Campaign containing to report on one family of campaigns, all those named Remarketing for instance.
- Tick Conversion value and ROAS in the columns on a shop.
- Show up to 100 rows: the table reads the 10,000 most-seen segment rows at campaign level and as many at ad group level.
Questions about the Audience segments template.
Anything else? Ask Oppy in the product, or write to the team.
What is a Google Ads audience segments report?
It lists the audience segments added to your campaigns and ad groups (data lists, interests, custom and combined audiences) with each one's impressions, clicks, spend and conversions. The Optizads template adds age, gender and devices below it.
Do segments in Observation show in the report?
Yes. Observation and Targeting segments are both added to a campaign or an ad group, so both have rows. Observation segments do not limit who sees the ads, which makes them a cheap way to measure a list.
Why don't my Performance Max audience signals appear?
Audience signals sit in asset groups and only guide Google's targeting. Google does not report results by signal, so there is no row to show.
Should I add bid adjustments to my best segments?
Only on manual bidding. Smart Bidding ignores audience bid adjustments; split the segment into its own campaign with its own target if it deserves different treatment.
Put Oppy to work on your account.
Create your account and connect Google Ads. Your first audit arrives in minutes, your first tasks soon after. 14 days free, no card.
- Every change logged in History
- Any account size