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Viewing performance across campaign types

Managing your performance across different types of campaigns can be a handful. You can use the following features to make cross-campaign reporting simpler and easier to navigate:

  • View your reporting data by campaign type
  • View cross-campaign performance at a glance
  • Get relevant data more quickly with pre-defined column sets

View your reporting data by campaign type

The campaign type selector can help you save time by letting you filter your data by campaign type, like Shopping or Display Network campaigns. This option appears as a drop-down menu next to All campaigns in the side navigation menu if you have more than one campaign type in your account. You'll only be able to select a given campaign type if your account actually contains that type of campaign.

To use this feature:

  1. Sign in to your AdWords account.
  2. Click the drop-down arrow next to "All campaigns" in the side navigation menu.
  3. Change the campaign type in the drop-down menu to only see performance data for that campaign type in your statistics table. Your reporting columns will change to show columns relevant to that campaign type.

Note

If you customize your columns, AdWords remembers your selections based on your campaign context. This can help save you time by immediately showing you the columns you regularly choose to view, when relevant to the campaign type you're viewing. For example, if you always choose the Avg. CPM column on the Ad groups tab when you're looking at Display campaigns, when you later select a Display campaign or filter your campaign type view to Display campaigns, your columns will include the Avg. CPM column.

View cross-campaign performance with interaction columns

When you're looking at multiple campaign types at once, three cross-campaign reporting columns make it easy to evaluate performance across your campaigns. These columns report the key metrics relevant to each campaign type, which can help you measure how effectively your ads are meeting your advertising goals. For example, the “Interactions” column will show you the number of clicks for a Search campaign, the number of video views for a video campaign, and so on.

These columns are:

  • Interactions: An interaction is the main user action associated with an ad format—clicks for text and shopping ads, views for video ads, and so on. The “Interactions” column counts different user actions depending on ad format. Regardless of format, this column indicates how well your ads are meeting your advertising goals.
    For... "Interactions" counts... Example campaign types
    Text ads Clicks Search, Product Shopping
    Image ads Clicks Display
    TrueView video ads Video views Video
    Video app promotion ads Engagements Universal app campaigns, Video
    Lightbox ads Engagements Display, Showcase Shopping ads
  • Interaction rate: How often people interact with your ad after it’s shown to them. This is measured by dividing the number of interactions with your ad by the number of times your ad is shown. You can use it to help you figure out how effective your advertising is. For example, if you have 10 interactions and 1,000 impressions, then your interaction rate is 1%.
  • Average cost: The average amount you've paid per interaction. This amount is the total cost of your ads divided by the total number of interactions. For example, if there are 2 interactions with your ad, one costing US$0.30 and one costing US$0.40, your average cost for those interactions is US$0.35.

Example

Say you’re running a video campaign and a Search Network campaign to advertise for the same product, and you want to measure the combined performance of both campaigns. While clicks are helpful when measuring a Search campaign’s performance, they’re not so helpful when measuring the performance of a video campaign, when video views are the key user action. The “Interactions” column counts the user action that matters most for each campaign, making it possible to review the campaigns’ combined performance at a glance (without having to include both the Clicks and Video Views columns in your report).

Get relevant data more quickly with pre-defined column sets

To make analyzing the performance of different campaign types simpler and faster, you can use pre-defined column sets. The most relevant columns for a given campaign type and advertising goal are available as pre-defined sets in the columns menu.

To use a pre-defined column set for your statistics table view:

  1. Sign in to your AdWords account.
  2. Select a specific campaign or use the campaign selector to only see campaigns of the same type.
  3. Within your campaign reporting view, click the Columns button in the toolbar above the statistics table.
  4. Select a column set based on your advertising goals (views, branding, etc.). The columns within your statistics table will update to reflect the recommended column set.

Tip: You can change back to the columns you were viewing before you selected a column set by selecting Custom from the "Columns" drop-down menu.

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