Google Audience Insights in Activation

Report Scores

The report generates scores by comparing the activated segment membership population, known as the Customer Match audience, with the average Google user population in a particular country. The scores represent the likelihood of members within the Customer Match audience being part of a specific demographic or behavioral category.

Demographics categorize the members based on age and gender. The In-Market category shows customers who are actively researching products, so potentially in the market for specific services or products. Affinity categorizes customers who exhibit specific characteristics.

For the In-Market and Affinity categories, the report includes up to 20 scores. The insights selected are based on the top 20 highest scores.

Considerations and Privacy

To qualify for audience insights reporting, the activated segment population must be more than 1,000 users. The report is updated when there’s a major change to the segment membership.

To ensure that insights remain anonymous and can’t be linked back to individuals, Google implements privacy safeguards. Some of the privacy measures include:

• Category redaction—In certain cases, high-indexing categories are excluded from a report if the user population is considered too small. This exclusion preserves user privacy.
• Differential privacy—To protect individual membership records without significantly impacting reporting results, Google employs algorithms that add randomized noise to the reports. As a result, insights scores are considered approximations and can exhibit slight fluctuations over time.