Google Ads has added a “Loyalty program members” option to the Segment dropdown filter in its reporting interface, letting advertisers isolate performance data for customers enrolled in a loyalty program. Arpan Banerjee first surfaced the addition with a screenshot posted to LinkedIn.
The segment pairs with a retention targeting option of the same name that Google Ads introduced last month, giving advertisers a way to both target loyalty members and then measure how that targeting performed. Barry Schwartz reported the change for Search Engine Roundtable on September 11, tracing it to the earlier retention feature but noting the reporting segment itself has drawn little coverage.
This is the second loyalty-related expansion to Google Ads this year; Search Engine Roundtable also reported new loyalty program options in May. For advertisers already running loyalty-focused retention campaigns, the segment closes a measurement gap: they can now confirm whether loyalty targeting is actually reaching enrolled members rather than inferring it from broader retention metrics.
Reported by Barry Schwartz for Search Engine Roundtable on September 11, 2026.
