# Tutorial: How to analyze segments data

{% embed url="<https://youtu.be/RdwM-lGFOpk>" %}

Segments data helps you understand performance by audience, location, time, device, and more. Use it to review bid adjustments, compare trends, and identify optimization opportunities.

Start by opening the **Segments** menu.

### Review bid adjustments

Under **Bid adjustments**, you’ll see your current bid adjustments. If an adjustment is incompatible with your bid strategy, it'll be marked with a red alert here and on the **Audit** screen.

<figure><img src="https://3203600314-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGlXujWJyreRidNjZDCw2%2Fuploads%2FTMS0n8fdZYq13CuV0MiX%2Fbid%20adjustments.png?alt=media&#x26;token=9e4917b1-b10e-45a8-b4fd-22aabaee5e11" alt=""><figcaption></figcaption></figure>

{% hint style="info" %}
Review your bid adjustments before changing bid strategies. This helps you avoid switching to a strategy that suddenly applies bid adjustments your previous strategy ignored.
{% endhint %}

### Analyze location performance

Use the **Location** view to evaluate performance by country, city, county, province or region:

* Graph data by campaign or date range
* Break down by targeted, matched, or excluded locations
* Customize which metrics are displayed
* Scroll to see detailed performance by location and campaign

This makes it easy to identify regions to increase bids, decrease bids, or exclude.

<figure><img src="https://3203600314-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGlXujWJyreRidNjZDCw2%2Fuploads%2FQvriZLHHOskg39WsrfiZ%2Fgeo%20heatmap.png?alt=media&#x26;token=b7d7ea0b-411f-497a-888d-318cdaf82885" alt=""><figcaption></figcaption></figure>

[Find out more](https://docs.adalysis.com/tools/performance/segments/geo-heatmap)

### Evaluate hour of week and ad schedule

The **Hour of week** view shows when your ads perform best, based on a wide range of metrics.

* The heatmap breaks down performance by day of week and time of day
* Compare weekdays vs. weekends
* Visualize trends with the graph function

<figure><img src="https://3203600314-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGlXujWJyreRidNjZDCw2%2Fuploads%2FiEiuzK3p0o8rkM4U83JH%2Fhour%20of%20week.png?alt=media&#x26;token=5b30310f-8870-4394-a083-5e607bc8561c" alt=""><figcaption></figcaption></figure>

Use this data to refine your ad scheduling and bid adjustments.

[Find out more](https://docs.adalysis.com/tools/performance/segments/hour-of-the-week)

### Review segment performance

In the **Device, Audience,** and demographic views, you can view aggregated performance data. You can also manage bid adjustments and see recommended changes.

Demographics include age, gender, parental status, income, and networks. User location refers to people inside and outside your targeted location.

Each view provides aggregated data so you can monitor performance and make informed bid decisions.