Segments breaks an ad account's performance down by things like device, location, age and search terms, and shows which do better or worse than the average. It works on every ad platform, with the segments each platform reports.
Open the ad account, then click Segments under Performance in the left-hand menu.
Choose the period
Pick Last 30 Days, Last 90 Days or Last 180 Days at the top. You can also choose campaigns and conversion actions, the same as on the Dashboard.
Best and worst segments
The top of the page lists the best and worst segments across the ad account. Each shows its cost, its CPA or ROAS, and vs Avg.: how much better or worse it is than the average for the campaigns you've selected. Click a row to jump to that segment.
Each segment
Below that, each segment type has a chart and a table, for example Devices, Countries or Age Ranges. Click Review with Agent to ask about it, or Export CSV to download it.
What you'll see depends on the ad platform:
Google Ads: campaigns, CPC bands, devices, channels, age, gender, hour of day, day of week, match types, countries, cities, networks, words in search terms and landing pages
Microsoft Ads: campaigns, devices, countries, states, cities, age, gender, landing pages, networks, match types and words in search terms
Meta Ads: campaigns, devices, countries, age, gender, landing pages and networks
LinkedIn Ads: campaigns, devices, countries, states, industries, job titles, job functions, seniority, companies, company sizes, day of week, landing pages and networks
TikTok Ads: campaigns, networks, age, gender, countries, states, landing pages and words in search terms
Some LinkedIn audience segments aren't available in ROAS mode, and LinkedIn hides segments with very little data for privacy. See LinkedIn data in Segments.