About the Insights page (beta)

The Insights page helps you identify trends in your market and understand your performance. You’ll know the current and upcoming interest in the products or services most relevant to your business.

For example, an outdoor retailer might notice insights on the rising demand for tents during the times when consumers gear up for more outdoor adventures. Over the same period, a vacation rental company might observe a surge in demand for cabins.

This article explains the basics of how insights work.

Why use insights

Insights are curated for your business based on your account performance and searches across Google for the products and services you show ads for. Insights update daily, and you can check back frequently for new insights that may appear.

  • Get insights tailored to your business: The Insights page looks for trends across Google that are relevant to the products and services that you advertise.
  • Understand your performance: Drill into each insight to get more detailed information about your account’s performance and new areas of potential opportunity.
  • Act on recommendations: Insights are integrated with recommendations, making it easy to take action.

Types of insights

Diagnostic insights

Diagnostic insights help you identify common reasons why your campaign may not be serving or getting conversions. For example, they will highlight when a given campaign’s ads are not running due to all ad groups being paused, account suspensions, or low Ad Strength, among other diagnostic checks.

Search trends

Search trends help you understand the search interest for products and services relevant to your business. You can use search trends to respond to shifts in search demand by identifying potential growth opportunities for your business.

Demand forecasts

Demand forecasts help you understand the predicted upcoming search interest for products and services relevant to your business, helping you to prepare to capture additional demand.

Consumer interest insights

Consumer interest insights help you understand how your target market is searching for and engaging with your business on Google. It analyzes the search terms in which your ads have appeared in the past 28 days, grouping them into search categories and subcategories and providing you with key performance metrics for each.

Audience insights

Audience insights help you better understand the characteristics of the people and audience segments that make up your conversions. These insights help you learn about the unique traits of your customers to help improve your targeting, creatives, and overall campaign performance.

Change history insights

Change history insights highlight recent changes you made in your account that impacted your campaign performance. When there’s a significant change in your campaign’s key performance metrics, these insights help you quickly find out why that happened.

Auction insights

Auction insights help you understand if there were shifts in auction competition and whether these shifts had an impact on your performance. You can easily compare your performance with other advertisers who are participating in the same auctions and monitor significant changes over time to make strategic decisions about bidding and budgeting.

Performance Shifts

Performance shifts highlight when there are significant changes in performance for entities within your campaign such as ad groups, asset groups, product groups, keywords, and videos. The specific entities shown depend on the campaign type. You can use these insights to help you understand what drove changes in your campaign performance.

Where to find insights

A screenshot of the user interface of the consumer interest insights tab.

  1. Sign in to your Google Ads account.
  2. Navigate to the “Insights” tab.

Note: Insights may not be available for all accounts or campaigns for a few reasons:

  • As the Insights page is currently in beta, we are rolling out each insight type gradually to some customers chosen at random.
  • Insights won't always be generated for every account and campaign at all times. Learn more about why you might not see insights

Insights can be accessed at either the account level or the individual campaign level, although some insight types are only available at the account level or at the campaign level for some campaign types as summarized in the table below:

Insight type When you see this insight Availability Available campaign type
Asset audience insights

Asset audience insights will show for asset-based campaigns when there are sufficient impressions, interactions, and unique converters to identify relevant audience segments for the campaign's assets.

  • Account
  • Campaign
  • Discovery
  • Performance Max
  • Search
  • Video
Auction insights

Auction insights will show when:

  • Your campaign was enabled during the set date range
  • There has been a significant performance change
  • Auction competition is driving the performance change
Campaign
  • Performance Max
  • Search
  • Shopping
Change history insights Change History Insights will show if there is a significant change in performance and we found a change in your account/campaign likely to have driven that performance change. Campaign
  • Apps
  • Discovery
  • Display
  • Hotel
  • Local
  • Performance Max
  • Search
  • Shopping
  • Video
Consumer interest insights

Consumer interest insights will appear when there is sufficient search query data for the relevant search categories in your set date range.

  • Account
  • Campaign
  • Apps
  • Performance Max
  • Search
  • Shopping
Demand forecasts

Demand forecasts highlight only the categories relevant to your business that are estimated to see significant growth in the upcoming months. 

You may not always see this insight type if no such categories are found.

Account
  • Search
  • Shopping
  • Performance Max
Diagnostic insights Diagnostic insights will show after a campaign is created when the campaign has not received traffic or conversions. Campaign Performance Max
Performance shifts Campaign performance shifts highlights significant changes in performance for entities such as ad groups, asset groups, product groups, keywords, and videos. The specific entities shown depend on the campaign type. Campaign
  • Apps
  • Discovery
  • Display
  • Hotel
  • Local
  • Performance Max
  • Search
  • Shopping
  • Video
Persona audience insights Persona audience insights will show when there are sufficient impressions, interactions, and unique converters to identify relevant audience segments. Campaign
  • Discovery
  • Performance Max
  • Search
  • Shopping
  • Video *
Search trends

Search trends highlight only the categories relevant to your business that are showing significant period-over-period growth.

Search trends will also only show depending on whether there is sufficient historical query data for categories relevant to your business.

You may not always see this insight type if no such categories are found.

Account
  • Performance Max
  • Search
  • Shopping

*Persona audience insights are available for Video Action Campaigns (VAC) only.

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