An under-rated report is the Audience Insights report within Google Ads Audience Manager. Here, you can find new insights based off converting users and high-value audiences. For example, if you see a high index across certain in-market and affinity audiences, that means that a significant proportion of the source audience – i.e. all converters – are grouped within that audience. Savvy advertisers can then actively add those in-market and affinity audiences to existing campaigns, in order to find more people likely to convert.