Attribution models for Floodlight conversions
If a report includes a conversion column that uses an attribution model other than last-click attribution, you can't apply the following audience segments:
- Age
- Gender
- Audience segment
Client-account metrics
If a report includes client-account 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 client-account metrics:
- Avg. CPC
- Clicks
- Cost
- Visits
Metrics based on impressions or position can't be used with audience segments or dimensions. For example, the following columns aren't available in audience reports:
- Avg. CPM
- Avg. pos.
- Exp. CTR
- Impr.
- Invalid clicks
- Display impr. share
- Display lost IS
- Search impr. share
- Search lost IS
Discrepancies in client-account metrics
Client-account metrics in an unsegmented report aren't expected to exactly match up with the same metrics in an audience report. This is because client-account metrics in an unsegmented report come directly from Google Ads, while client-account metrics in an audience report are calculated based on the number of clicks the new Search Ads 360 attributes to each type of audience. Spam filtering and other differences may result in the new Search Ads 360 and Google Ads having slightly different performance numbers.
Example
- On the Campaigns page in the new Search Ads 360, you see a total cost of US$25,000. This data comes directly from Google Ads and is expected to closely match what you see in Google Ads.
- You segment the Campaigns table by Age, and the total cost increases to US$25,050. This is because the new Search Ads 360 uses its audience data to determine how many clicks to attribute to each audience. The new Search Ads 360 then retrieves cost data from Google Ads for each of those clicks. In some cases, the new Search Ads 360 may request cost data for clicks that were eventually filtered out by Google Ads spam filters.
"Daily budget" column doesn't apply to audience data
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 characteristics, 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 audience type, and some conversions are associated with multiple audiences. As such, adding up the total number of conversions when viewing an audience report could be misleading.
Use the Audiences Demographics card to report on demographic targets
If you set up demographic targets for a Google Ads campaign or ad group, use the Audiences Demographics card 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 about the relationship between demographic target reports and audience reports.