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.
As such, each insight type won't always be available for every account or campaign at all times. The following are some common reasons why you might not be able to access insights:
- Your account doesn’t have any campaign currently compatible with a given insight type.
- For search trends, demand forecasts, and search terms 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 have insights in your account, 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.
| Insight type | When this insight shows | 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. |
|
|
| Auction insights |
Auction insights will show when:
|
Campaign |
|
| Change history insights | Change History Insights will show if there is a significant change in performance and we found a change in your account or campaign likely to have driven that performance change. | Campaign |
|
| Search terms insights |
Search terms insights will appear when there is sufficient search query data for the relevant search categories in your set date range. |
|
|
| Demand forecasts |
Demand forecasts highlight only the categories relevant to your business that are estimated to have significant growth in the upcoming months. You may not always find this insight type if no such categories are found. |
Account |
|
| Diagnostic insights | Diagnostic insights will show after a campaign is created when the campaign has not received traffic or conversions. | Campaign |
|
| 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 |
|
| Persona audience insights | Persona audience insights will show when there are sufficient impressions, interactions, and unique converters to identify relevant audience segments. |
|
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| 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 find this insight type if no such categories are found. |
Account |
|
*Persona audience insights are available for Video Action Campaigns (VAC) only.
