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“Unknown” in Google Ads demographics refers to people whose age, gender, parental status, or household income Google has not identified. I.e. Unknown audiences are those people who don’t have any data to classify them in any of the groups.

These people may include users who didn’t sign into Google, didn’t fill in their gender or age in Google properties, cleared their cookies recently or browsed incognito.

In my experience, “unknown” demographic users don’t typically convert as well as known demographics who you know are more likely to purchase your offer.

For example, if your offer is typically purchased by women, “unknown” may convert at a lower rate than targeting women, and possibly even lower than targeting men.

​​If you’re separating your campaign budgets by demographics (this can be a great idea in some industries), it is better to add unknown into the campaign segment with the lower budget.

Your results may be different though, so of course check your own stats!​​​​ ​​

This tip and many others are found at https://www.petramanos.com/category/tips/

Erica Stacey Scout Digital

I recently worked with Petra to improve my understanding of Google Tag Manager.

Petra not only provided a solid overview of GTM set up and event tracking, she also provided many tips on best practice, and answered the questions that I didn't even know to ask!

Petra is patient, fun to work with, and her analytical programming mind is hell bent on finding the BEST solution to any data, analytics or tracking problem.

Erica Stacey Scout Digital Marketing Strategy Session June 21, 2017

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Working with Petra was a great experience, communication was easy and she is very organized. She also provided detailed reports of the work she had done and the results generated. We would definitely recommend her services.

Charles Marois CEO, Olsa Tools Ecommerce Google Ads April 23, 2020

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Kiley Hay CEO of Baby Carriers Australia Ecommerce Google Ads April 23, 2020

Michelle Bridger

Petra's detailed reports and her personal assistance has been helping us to know where to concentrate our efforts and even showed us technical issues we needed to fix. Our Audience Engagement Report identified several key interests of our buying audience. We tried targeting one of those interests and it brought in two sales almost immediately! I highly recommend working with Petra and accessing her brilliance to scale your business.

Michelle Bridger Michelle Bridger, Facebook Advertising Specialist Ecommerce Google Tag Manager, Google Analytics & Google Data Studio Configuration April 23, 2020

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Leesa Dawson CEO, The Uniform Stylist Ecommerce Google Ads April 23, 2020