Report on AdWords sitelinks data

DS provides three ways to view performance data about sitelinks:

  • From a single AdWords campaign or ad group
  • From all campaigns and ad groups in an AdWords engine account
  • By campaign or ad group

View data from a single campaign or ad group

  1. Navigate to the campaign or ad group.

    Steps for navigating to a campaign
    1. In the left navigation pane, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the Advertiser list, click on the advertiser that contains the engine account.

    5. In the Account list, click on the engine account that contains the campaign.
    6. In the Campaign list, click on the campaign.

    7. Click Apply or press the Enter key.

    DoubleClick Search displays the campaign page.

  2. Click ▼ on the Extensions tab and select Sitelinks: Upgraded.

  3. The reporting table displays metrics for the sitelinks in the engine account. You can customize the metrics that are displayed in the report.

    For example, if you use Floodlight activities to track conversions, you can add custom Floodlight columns to display the conversions that are associated with each sitelink.

View data from multiple campaigns or ad groups

If you’ve applied sitelinks to more than one campaign or ad group, you can see how sitelinks are performing across all campaigns and ad groups in an AdWords engine account. For example, if you applied a sitelink to 3 campaigns and 2 ad groups, you can see the total number of sitelink clicks from all 3 campaigns and both ad groups.

  1. Navigate to an AdWords engine account.

    Steps for navigating to an engine account
    1. In the left navigation pane, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the Advertiser list, click on the advertiser that contains the engine account.

    5. In the Account list, click on the engine account.

    6. Click Apply or press the Enter key.

    DoubleClick Search displays the engine account page.

  2. Click ▼ on the Extensions tab and select Sitelinks: Upgraded.

  3. The reporting table displays metrics for the sitelinks in the engine account. You can customize the metrics that are displayed in the report.

    For example, if you use Floodlight activities to track conversions, you can add custom Floodlight columns to display the conversions that are associated with each sitelink.

List sitelink data by campaign or ad group

Instead of viewing aggregated totals across all campaigns and ad groups, you can see and compare how sitelinks are performing in each campaign or each ad group. For example, if you applied a sitelink to 3 campaigns in a single AdWords engine account, you can see a list of the campaigns with the number of sitelink clicks in each campaign.

  1. Navigate to an AdWords engine account.

    Steps for navigating to an engine account
    1. In the left navigation pane, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the Advertiser list, click on the advertiser that contains the engine account.

    5. In the Account list, click on the engine account.

    6. Click Apply or press the Enter key.

    DoubleClick Search displays the engine account page.

  2. Click the Campaigns tab or Ad groups tab.

  3. Click the Segment button, which appears above the performance summary graph.

  4. Select the Sitelink segment check box and click Apply.
    DS adds the Sitelink text column to the reporting table.

  5. To view additional data about the sitelinks, such as the number of clicks with sitelinks showing:
    1. Click the Columns button, which appears above the performance summary graph.

    2. In the search box next to Available columns, enter sitelink and click the search button.

    3. Click + to move a Sitelink column to the Selected columns list.

    4. Click Apply.

Download the data

Once you’ve found the data you want to analyze, you can download the data in a variety of formats. Learn more about reporting in DoubleClick Search.

Why does the data about clicks in AdWords not match DoubleClick Search?

By default, AdWords aggregates the data associated with headline clicks and sitelink clicks. DoubleClick Search does not aggregate headline clicks with siteline clicks. That is, in DS the Sitelinks tabs and the Campaigns and Ad groups tabs segmented by sitelinks display data about sitelink clicks only.

To see sitelink-specific data in AdWords, segment the reporting data in AdWords by This Extension vs. Other. This is expected to match with the data in DoubleClick Search reports.

Are actions from sitelinks included in the total actions on the campaign and ad group reports?

Yes, if you aren’t segmenting the report. That is, if you navigate to an AdWords engine account, click the Campaigns tab or the Ad groups tab, and select the Actions view, the Actions column counts actions from sitelinks along with actions from keywords and elsewhere. For example, if an advertiser has 50 actions attributed to sitelinks and 100 reported at the campaign level, then there were 100 total actions - 50 from sitelinks, and 50 from elsewhere.

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