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Using the Display Summary tab

Open up the Summary tab for an overview on your Display Network targeting performance — you can find it under the Display tab for Display Network only campaigns. Keeping track of your most important targeting methods is easier to do in one place, so the Summary tab brings your relevant targeting stats together using simple cards.

Summary tab leaderboard

About the Summary tab

The Display Network Summary tab shows how your campaigns and ad groups are doing based on your Display Network targeting methods. At the top of your Summary tab, you'll see the most important statistics for your account, campaign or ad group. You'll see clicks, impressions, clickthrough rates and more, so you can get a quick overview of performance trends over time.

Guide me: Welcome to your Summary tab

Click the "Guide me" button below to go to your Summary tab and be guided through each new feature.


Guide me

Review your targeting cards

The Summary tab shows cards for demographics and any other targeting methods you've added. Once you select a metric at the top of your Summary tab, the cards for each targeting method will update to reflect that metric. For example, if you select "CTR" at the top of the page, all of the targeting cards below will show performance in terms of click-through rate.

example targeting card

On each targeting card, you'll see a graph that shows results for the targeting with the greatest impact. For more details, hover your mouse over different sections of the graphs.

Each card should break down the specific targeting criteria responsible for the performance, so you can see which targeting is working best. For example, on the Display keywords card, you might see that a specific keyword was responsible for driving 18% of all clicks on your ads.

Demographics: The demographics of your audience are reported automatically, so this card will always show in your Summary tab.

Circle graph for Display keywords
Circle graphs

Some of the cards will show a circle graph with colors highlighting the specific targeting criteria that are responsible for a percentage of the overall performance. The following are examples of metrics that can appear in a circle graph:

Circle graph with sections in different colors
  • Conversions
  • ActiveView viewable impressions
  • Clicks
  • Cost
Bar graphs

Some cards may show bar graphs with items sorted from highest to lowest. If your targeting has a lot of performance data, the card will only show the items with a large impact. The following are examples of metrics than could be shown in bar graphs:

  • Clickthrough rate (CTR)
  • Cost per conversion
  • Conversion rate
Bar graph with different colored bars

Applying insights from your Summary tab

Based on what you learn from the metrics shown on your Summary cards, you can make adjustments to your targeting and bidding. At the bottom of each card you'll see an arrow and text that will take you to the full report for the Display targeting method reflected in the card.

Understanding low data metrics

If a card has very little data, some items in the legend might include some text saying warning about low data and a chat bubble. This means that more data could significantly change the information on the card. For example, when calculating average cost per conversion, it's more insightful to show an average over many conversions, as opposed to just one.

Low data for placements

If one of your targeting methods has no statistics for a given metric, the card will be empty. Try changing the date range at the top of your account.

No data for Display keywords
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