Google Ads Treemaps
The Treemaps report lets you visually explore trends in your Google Ads data so you can quickly and intuitively develop hypotheses about your advertising campaigns. Like all Google Ads reports in Analytics, it includes both Google Ads metrics (like Clicks and CPC) and Analytics metrics (like Bounce Rate and Revenue).
Treemaps represent data as rectangles. The size and color in each rectangle represent different metrics, so you can combine different aspects of your data into a single visualization. Treemaps are a good hypothesis-generation tool because they can help expose the relative importance of, and the relationship between, different entities.
Use the Treemaps report
Access the report
Type Treemaps in the search box above the report navigation, and select the result. You can also browse the report navigation to find it: Acquisition > Google Ads > Treemaps.
Select what data appears in the report
Each rectangle in the report represents a single Account, Campaign, Ad Group, Keyword, or Query (depending on the level of the Google Ads hierarchy you’re looking at). For example, if you’re examining a single Campaign, each rectangle represents a single Ad Group (the next level of the Google Ads hierarchy). Different levels of the Google Ads hierarchy cannot be mixed within a single Treemap.
The report show Account data by default if you have multiple Google Ads accounts linked to Analytics. It shows Campaign data by default if you have only one Google Ads account linked to Analytics.
Click a rectangle to move down to see the next level of the Google Ads hierarchy displayed in the report. For example, if you’re looking at Campaign data, you can click a rectangle and drill down to look at the Ad Groups in that particular Campaign.
The breadcrumb above the report shows you where you are in the Google Ads hierarchy, and you can use these links to to move up through the hierarchy. For example, if you’re at the Keyword level in the report, you can click Campaign in the breadcrumb to see that data, instead.
Hover over a section in the report to get specific data for each metric represented by each rectangle.
Reading the report
All metrics in this report are organized into either a Primary and Secondary group.
Primary metrics are volume metrics, like Sessions or Cost, and are represented by rectangle size.
Secondary metrics are relative metrics, like CPC or Bounce Rate, and are represented by color and saturation. Green is positive and red is negative. The darker the green, the better the secondary metric, and the darker the red, the worse the secondary metric.
For example, if you’re looking at the Campaigns within a single Account and have selected the Primary metric Revenue and the Secondary metric Per Session Value, the larger the rectangle, the greater the revenue earned from that Campaign. Campaigns that have a lower per session value will be on the red color scale, and the darker the red, the lower the value per session. Campaigns with a high per session value will be green, and the darker the green, the greater the per session value for that campaign. Based on these two data points, you can start to form hypotheses: which campaigns should you expand, because their per session value is high, or which campaigns should you focus on because they deliver the most revenue (in absolute terms).
Use the drop down menus above the report to select different Primary and Secondary metrics. You can only select one Primary and one Secondary metric at a time.
Limits and caveats
This report is only available if the Analytics property is linked to one or more Google Ads accounts. The treemap visualization is currently only available for the Google Ads reporting section in GA. You must have at least one Google Ads account linked to your Analytics account to see data in this report.
The Treemaps report is only available in web reporting views. This report is not available in other types of reporting views, like mobile app views. Learn more about views.
The treemap will only display up to 16 rectangles at a time. If you have more than 15 entities to display in the treemap, the first 15 appear as individual rectangles and the rest are grouped together. In the report, the grouped category appears as one rectangle labeled Other.
Segmentation is not supported in the Treemaps report. Google Ads metrics are not compatible with Analytics segmentation. Because the Treemaps report uses on Google Ads metrics, segmentation is not available.
Higher numbers are better for all metrics, except for the secondary metrics CPC and Bounce Rate. For the Secondary metrics CPC and Bounce Rate, higher numbers are worse. This report automatically considers this, and reverses the green-to-red overlay color scale for these metrics. For example, the higher your Bounce Rate, the darker the red color. The lower your Bounce Rate, the darker the green color.
The color scale is relative to the weighted average of all entities. The color spectrum moves from red to green, and the intensity of the color that appears in each rectangle is relative within your report. There are no absolute or fixed values associated with any specific color or shade of color.