Devices (PPC)

You can find data about your customer devices in Google Ads Audience Insights. It uses Google’s network data to help you understand more about your audience segments and recognize key patterns and opportunities moving forward. It is designed to help discover new audiences, make informed decisions about how to target your ads and make bid adjustments, and benchmark your audiences against the general population.

Devices report in Google Ads Audience insigths

Click the tools icon in the top right corner of your Google Ads Account, then navigate to Shared Library > Audience Manager:

On the left, you’ll find Audience Insights on the page menu:

How The Report is Organized

The top half of the report shows a breakdown of your audience list distribution, which includes locations, demographics, and devices. You can select a specific audience and benchmark to use for comparison at the top.

You can use this report data to target a specific audience with a specific device.

Device Targeting

You can set targeted bid adjustments for tablets, mobile phones, and desktop computers. In the previous AdWords experience, you can set your ads to target specific devices and ad space under “Settings” in the “Devices” section. You can set your ads to target specific devices and ad space by clicking Devices in the page menu.

For Display and Video campaigns, you can target specific device types, operating systems, device models, and ad inventory (spaces where publishers allow ads to run), as well as carriers and wireless networks. Some of these advanced mobile and tablet options aren’t available for other campaign types.

• Computers: Target users viewing content on their desktop and laptop computers with a minimum screen size of seven inches.
• Mobile: Target users on smartphones.
• Tablet: Target users on mobile devices that don’t necessarily include phones.
• TV screens: Target users on devices that stream TV content such as smart TVs, gaming consoles and connected devices like Chromecast. TV screen targeting is for video campaigns only. 

Device targeting setup in Google Ads account

Campaign settings > Devices

Mobile Device Usage in Google Analytics

Google Analytics can be a quick and free way to measure screen resolutions, devices, and the browsers your site’s visitors are often using. To see what percentage of your users are on mobile devices open up the Audience tab, and select Mobile and Overview.

On the overview page, you should see all your normal Google Analytics data segmented between Desktops, Mobile and Tablets.

In this example, about 15 percent of our traffic is from a mobile device or tablet. The usage stats for this particular account moderately favor mobile devices, which is great. We can dive in deeper to each segment to see which devices we should be testing more frequently. Not only will we see the qualitative usage of each device, but we can also pinpoint certain devices that frequently present bugs in our application.

Almost 50% of our mobile users are coming via Apple Devices. Notice that when you select Devices from the Mobile drop down, Google Analytics groups mobile devices and tablets together in one aggregated group. In the default view for Mobile Devices, Mobile Device Info is selected. But you can select other primary dimensions to view different data, including Service Provider, Operating system, mobile brands, and even screen resolutions.

These data points are extremely effective for improving your testing speed and coverage. Because 50% of users are using an Apple Device, it would be prudent to spend extra time with CBT’s real device Live Testing. You can run browser screenshot tests on a number of different Apple devices quickly and from one screen. You can see any media queries adjustments that may be needed from device to device or images/rich media that have become broken.

Using Firebase and Google Ads together

Firebase is Google’s app software development kit (SDK) and analytics tool. To import your Firebase conversions to Google Ads, you can either link your Google Analytics 4 property or your Firebase project to Google Ads. When you link a Google Analytics 4 property or Firebase project to Google Ads, you get access to powerful tools that help you see how your Google Ads campaigns are doing.

Benefits

• Import Firebase conversions without needing to add new code to your app.
• Use Firebase audiences created in Google Analytics 4 properties or Firebase projects.

How it works

Firebase is a mobile platform that you can use to quickly develop apps. Firebase makes it easy to see how your apps are performing. Once your accounts are linked, you’ll be able to see Google Ads data in your Google Analytics 4 property or your Firebase project, and you’ll be able to use conversions for conversion tracking and remarketing in Google Ads

Conversion tracking

You can import conversions from a Google Analytics 4 property or a Firebase project to see how your Google Ads investment is driving app installs, in-app actions, and more. You can learn how well your ads are performing, and then make changes in your account to help drive more of these goals for your app.

Remarketing

After you link, you can use audiences created in a Google Analytics 4 property or a Firebase project for your Google Ads campaigns. Each Google Ads account that you link will have access to those audiences.