Manage Microsoft Advertising sitelinks

Report on Microsoft Advertising sitelinks

From Search Ads 360, you can view engine metrics and Floodlight conversion data for Microsoft Advertising sitelink extensions in any of the following ways:

View a performance summary across all campaigns and ad groups
For example, view the total amount of traffic a sitelink extension has generated
Compare performance across campaigns or ad groups
For example, segment the Campaigns tab by sitelink extension to compare the amount of traffic an extension has generated for each campaign
Within a specific campaign, view performance data for the campaign's sitelink extensions
Within a specific ad group, view performance data for the ad group's sitelink extensions (only applicable if you've applied sitelink extensions directly to an ad group)

View a performance summary across all campaigns and ad groups

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

Navigate to a Microsoft Advertising 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.
Search Ads 360 displays the engine account page.
Click the Extensions▼ tab and select Sitelink Extensions.
The Sitelinks (Updated) tab displays metrics for the sitelink extensions 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 extension.
To drill down and uncover subtleties in the data that may reveal deeper insights, you can segment a sitelink extension report in a Microsoft Advertising account by date or device. (Segmenting by Floodlight activity isn't available.)

Compare performance across campaigns or ad groups

To compare the amount of traffic a sitelink has generated for each campaign or ad group, segment the Campaigns or Ad group tab by sitelink.

When you segment by sitelink extension:

Only sitelinks that have generated traffic during the report's time range appear in the segmented report.
The Campaigns or Ad group tab only show metrics associated with sitelinks that generated traffic. The reports do not show traffic generated from clicks on the ad headline.

To segment the Campaigns or Ad group tab by sitelink extension:

Navigate to a Microsoft Advertising 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.
Search Ads 360 displays the engine account page.
Click the Campaigns or Ad groups tab.
Click the Segment button, which appears above the performance summary graph.
From the + Segment list, select Sitelink extension. The click Apply.
The report shows a separate row for each sitelink extension that generated traffic during the report's time range, along with columns for reporting sitelink performance.

Are actions from sitelinks included in the total actions on the Campaigns and Ad groups tab?

Yes, if you aren’t segmenting the report. That is, if you navigate to a Microsoft Advertising 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.

If you segment the report by sitelink, the Actions column only counts actions from sitelinks.

View performance data in a single campaign or ad group

Navigate to a campaign or an ad group that you've applied a sitelink extension to.
If a campaign or ad group is inheriting the sitelink extension, performance data is reported on at the higher level.
Steps for navigating to a campaign
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 that contains the campaign.
6. In the "Campaign" list, click on the campaign.
7. Click Apply or press the Enter key.
Search Ads 360 displays the campaign page.
Click the Extensions▼ tab and select Sitelink extensions.
The Sitelinks (Updated) tab displays metrics for the campaign's or ad group's sitelink extensions. 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 the sitelink extension.
To drill down and uncover subtleties in the data that may reveal deeper insights, you can segment a sitelink extension report in a Microsoft Advertising account by date or device. (Segmenting by Floodlight activity isn't available.)

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 Search Ads 360.

Important to note

Because sitelinks appear within ads, sitelink clicks are attributed back to the ad as well as the sitelink extension. That is, engine metrics for an ad include both clicks on the ad headline and clicks on the sitelinks that appeared in the ad.

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