Using your Display Summary tab
Open up the Summary tab for an overview of 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.
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, click-through rates and more, so that you can get a quick overview of performance trends over time.
Review your targeting cards
The Summary tab shows cards for demographics and any other targeting methods that 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 "Clicks" at the top of the page, all of the targeting cards below will show performance in terms of clicks.
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 that 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 15% of all clicks on your ads.
A note on demographics: The demographics of your audience are reported automatically, so this card will always show in your Summary tab.Understanding low data metrics
If a card has very little data, some items in the legend might include some text 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. If one of your targeting methods has no statistics for a given metric, the card will be empty.
Some of the cards will show a circle graph with colours 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:
- Active View viewable impressions
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 that could be shown in bar graphs:
- Click-through rate (CTR)
- Cost per conversion
- Conversion rate
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.