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Welcome to the help center for DoubleClick Search, a platform for managing search marketing campaigns.  While the help center is available to the public, access to the DoubleClick Search product is available only to subscribing customers who are signed in. To subscribe or find out more, contact our sales team.

Manage AdWords sitelinks

Report on AdWords sitelinks data

DS provides a couple of ways to view performance data about sitelinks:

  • Segment the Campaigns or Ad groups tab
    This view compares metrics across campaigns and ad groups. For example, you can see that "Sitelink A" generated 50 clicks for "Campaign 1" and 300 clicks for "Campaign 2".
  • Scope to an engine account, campaign, or ad group, and view the Sitelinks tab.
    This view summarizes each sitelink's metrics for the current scope. For example at the account level, you can see that "Sitelink A" generated 350 clicks while "Sitelink B" generated 500 clicks.

Segment the Campaigns or Ad groups tab

To compare how sitelinks are performing in each campaign or each ad group:

  1. Navigate to an AdWords engine account.

    Steps for navigating to an engine account
    1. In the left navigation panel, 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. In the Segment panel, click the + Segment list and select Sitelink extension.

  5. Click Apply
    DS adds the Sitelink text and Clicks with extension showing columns to the reporting table.

  6. To view conversion data attributed to the sitelinks, from the View menu above the reporting table, select Actions or Sales.
  7. Optionally 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.

Set the scope and view the Sitelinks tab

  1. Navigate to an engine account, campaign, or ad group.

  2. Click the Extensions▼ tab and select Sitelinks.

  3. Optionally 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.

Sitelink metrics in campaigns ad groups

Metrics are reported only for sitelinks that are applied directly to a campaign or ad group. If a campaign or ad group inherits sitelinks from the account or campaign, you won't see sitelink metrics when you scope to the campaign or ad group and select the Sitelinks tab.

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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