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 (scroll to the right to view the entire table):

  Campaign type
Insight type When you'll see this insight type Availability Search Shopping Performance Max Apps Display Discovery Video Local Hotel
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 yes, confirmed yes, confirmed yes, confirmed            
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 yes, confirmed yes, confirmed yes, confirmed            
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 yes, confirmed yes, confirmed yes, confirmed yes, confirmed          
Audience insights Audience insights will show when there are sufficient impressions, interactions, and unique converters to identify relevant audience segments Campaign yes, confirmed yes, confirmed yes, confirmed     yes, confirmed yes, confirmed*    
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 yes, confirmed yes, confirmed yes, confirmed            
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 yes, confirmed yes, confirmed yes, confirmed yes, confirmed yes, confirmed yes, confirmed yes, confirmed yes, confirmed yes, confirmed
Diagnostic insights Diagnostic insights will show after a campaign is created when the campaign has not received traffic or conversions. Campaign     yes, confirmed            
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 yes, confirmed yes, confirmed yes, confirmed yes, confirmed yes, confirmed yes, confirmed yes, confirmed yes, confirmed yes, confirmed

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

As such, each insight type won't always be available for every account or campaign at all times. The following are some of the common reasons why you might not see insights:

  • Your account doesn’t have any campaign currently compatible with a given insight type.
  • For search trends, demand forecasts and consumer interest insights, Google Ads hasn’t found any categories related to your business that are significantly trending.
  • For performance shifts, auction insights and change history insights, Google Ads hasn’t found any significant changes in your performance.

If you don’t see insights in your account, you can check back soon. Google Ads regularly finds new insights. In the coming months, new types of insights will be added to the Insights page and become available across more campaign types.

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