Measuring image and video ad performance
This article only applies to the previous AdWords experience. Determine which AdWords experience you’re using.
Once your image and video ads are live, you'll want to monitor how they're doing across the Google Display Network. You can use your campaign statistics tables on the Ads and Dimensions tabs to review standard performance information for image and video ads. You can also monitor free clicks interactions to monitor how customers engage with special interactive ad formats. Learn more about display ad performance reporting for the following:
- Standalone image ads (image ads built outside of the Ad gallery)
- Image ads built with the Ad gallery
- Video ads built with the Ad gallery
See how your display ads are performing
You can view most of your image ads performance statistics on the Ads tab of your AdWords account. You can also try out the following reporting options:
- Use the "Free clicks" view on the Dimensions tab to see several additional statistics for your image and video ads (including those built with the Ad gallery).
- Customize your ads statistics table to show specific placement metrics for your ads performance on the Display Network. The available performance metrics will vary depending on the image ad format you’ve chosen.
Track customer interactions with free clicks data
Display ad formats come in all shapes and sizes. There are various ways to interact with image and video ads, and depending on the format and pricing you choose, you may have some interactions with a display ad format that are free. These won't appear in your statistics tables alongside your normal reporting, but you can run and download the free clicks report to better understand how your ads are doing. Here are some examples of free clicks statistics:
Display ad mouseover (at least one second)
See instances where customers place their cursors over your display ad for a second or more. This can help highlight ads that may keep customers’ attention without an actual clickthrough to your website. This usually demonstrates an ad that needs a stronger call-to-action for the customer.
Display ad interactions
Depending on the type of ad you build with the Ad gallery, there may be additional variations of customer interactions available in your report.
Video play 25, 50, 75, and 100% (quartiles)
Learn how much of your video ads customers actually see. Video ads with low play rates or early viewer drop-off may indicate a creative change that needs to take place to keep people engaged with the video content.
The Playbacks through 50% of the video column, for example, will display the number of playbacks that reached at least halfway through the video. Keep in mind that because people may skip to different sections of the video, percent playback numbers won't always decline linearly.
Tracking viewer conversions for video adsConversion tracking
You can use AdWords conversion tracking to track the number of people who click on a video ad and ultimately perform the desired conversion action.
Since video advertising doesn’t always drive immediate conversions, we recommend that you look at view-through conversion data, which shows the number of online conversions that happened within 30 days after a viewer saw, but did not click, your video ad.Learn more about view-through conversions
A tracking pixel is similar to AdWords' conversion tracking code. It's code that’s inserted into the video ad itself (provided by a third-party ad server). This code tracks the IP address of the viewer. This pixel tracks cases when someone doesn’t click on the ad, but comes back to the website in your final URL later. If you use third-party tracking pixels, you'll need to use your own external reporting tools to evaluate the data.
You can get the same result with a "view-through conversion" (described in the section above) as opposed to a "click-through conversion."
Last January it was announced that YouTube will move away from using third-party ad tracking pixels.
As of May 21, 2018, only a small group of vendors are certified for measurement on YouTube: comScore, DoubleVerify, IAS, MOAT, Nielsen, Kantar, Research Now, and Google (including DoubleClick). For Video ads, AdWords no longer accepts third-party ad tracking pixels that are not from one of these vendors or that make unapproved fourth-party calls to other vendors.
The AdWords team is taking steps to ensure that existing ads comply with this new policy. Learn more about how to ensure that your existing ads comply with this new policy.
- Video campaigns feature more robust performance data than video ads in the Ad gallery. Learn more
- Download free clicks data for additional ad interactions reporting.