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Use Segments to understand performance by audience

Use the Segments tab to see how your traffic performs by location, device, demographic, and more.

Shaquira Jeyasingh avatar
Written by Shaquira Jeyasingh
Updated this week

What Segments does

The Segments tab slices your account performance by different dimensions, such as device, location, hour of day, and keyword content. Each table shows how that segment performs against the CPA or ROAS target for its campaign group.

You can’t make changes here, but you can:

  • Spot patterns in high-performing or underperforming traffic

  • Compare performance across different audience traits

  • Use the insights to adjust campaign strategy or targeting

There’s no direct equivalent of Segments in the ad platforms. It’s a fast way to answer questions like "Which devices are driving results?" or "Are certain locations underperforming?"

Comparing segment CPAs can lead to valuable discoveries. Perhaps your ads convert particularly well on weekdays but not weekends, or your CPA drops significantly for mobile browsers. Segment data drives several Opteo improvement tasks and can help you make independent optimisations to your account.


Segment types available

Best and worst Segments

At the top of the page, you’ll see your best and worst segments at a glance. This includes their CPA or ROAS (depending on the mode you’re using), the target set in Opteo, and how far each segment is from that target.

The difference (or delta) is colour-coded: green if it’s close to the target, red if it’s far. You can click any row in the best/worst table to jump straight to that segment and view all the details

Otherwise, if you prefer to go segment by segment, simply scroll down the page. You can analyse performance by:

  • Campaigns

  • Device

  • Network

  • Age range

  • Gender

  • Hour of day

  • Day of week

  • Match type

  • Country

  • City

  • "Root Words" — also known as n-grams. Top words, pairs of words and trios of words found in your search term report.

  • Landing page URL

At the top of the page, you can change the date range:

  • Last 30 days

  • Last 90 days

  • Last 180 days

If you can't see data for a specific campaign, use the hamburger menu (≡) on the right hand side to toggle between your different campaign groups.


FAQs – Segments

Q: Can I act on these insights directly?
A: No — but you can use what you learn here to guide changes elsewhere.

Q: What does “under target” mean?
A: The segment's CPA or ROAS is below the target set for its campaign group.

Q: Are the search term segments related to N-Gram Finder?
A: Not directly, but both help uncover patterns in keyword performance.

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