Asset reports can provide a comprehensive view of asset performance across your Display ads and campaigns. You can track asset performance for specific ads and learn how assets are performing in multiple ads across your different Display campaigns.
The asset report lists each asset so that you can compare performance between assets in your different ads and campaigns. Over time, you'll be able to make strategic decisions about your assets, such as which ones to rotate, remove or improve. This will help you focus on creating assets that are more likely to deliver better performance.
Tip:
Are you a digital agency looking for more creative inspiration? Visit Create with Google to learn more about how Display ads can help you reach people while they’re browsing online, watching YouTube, checking Gmail or using apps.
View asset reports for ads in a specific campaign
To view your asset report, follow these instructions:
- In your Google Ads account, click the Campaigns icon
.
- Click the Assets drop-down in the section menu.
- Click Assets.
- In the 'Workspace' drop down menu, click Display campaigns.
- Find and select the relevant Display campaign.
- Select 'Assets' from the 'Table view' drop down menu.
This should bring you to the asset report for your Display ad.
What you’ll find in your asset report
Filters and views
If you have a long list of assets, you can filter by 'Asset text', 'Asset type', 'Performance rating (Best, Good, Low, Learning, Unrated)', 'Pinned' and 'Used by'. You can also adjust your report view or download the report.
Assets
In the 'Assets' column, you’ll find:
- The content of each asset (such as text or image thumbnail)
- If applicable, asset dimensions for images
Asset type
The 'Asset type' column defines how each asset is used. Here are the kinds of assets that you might find:
- Description
- Headline
- Image
- Logo
- YouTube video
You can view the ad level asset report to understand the performance of your assets. To do this, you need to switch to the 'Assets' view in the 'Table view' drop-down menu.
Performance rating
The 'Performance rating' column, which has multiple subcolumns, helps you compare how your assets perform relative to other assets of the same type within your Display ads. You can prioritise updates and optimisations to your Display ads by adding or replacing assets based on their performance. Hover over the 'Performance rating' values in your asset report to learn what each of the values means. The performance column ranks assets against other assets of the same type. It'll show you which assets of the same type are:
- 'Learning' means that the system is reviewing the asset’s performance relative to other assets in the ad. After your asset has enough traffic, it can be ranked according to the measures below.
- Until enough data is available to assign a performance label, assets carry a default 'Learning' status.
- 'Low' means that the asset is one of the lowest performing relative to other assets of its type. Replacing this asset could help improve ad performance.
- 'Good' means that the asset is performing well relative to other assets of its type. Keep this asset and try adding more assets to help improve ad performance.
- 'Best' means that the asset is one of the best performing relative to other assets of its type. Consider adding more assets like this to improve ad performance.
- 'Unrated' means that the system is unable to rank performance because of a limited number of assets.
You’ll see percentages in the ratings columns for each of your assets. The percentages represent the share of impressions, across all applicable ad groups, that the asset received when it was given that rating.
Example:
Let’s assume that you have a headline asset, 'Free delivery', that's used in four ad groups:
- In ad group #1, the asset gets 1,000 impressions and is rated 'Best'.
- In ad group #2, the asset gets 6,000 impressions and is rated 'Good'.
- In ad group #3, the asset gets 2,900 impressions and is rated 'Low'.
- In ad group #4, the asset gets 100 impressions and doesn’t have a performance rating.
Those ad groups would be represented in the cross-campaign asset columns:
- 10% Best (ad group #1)
- 60% Good (ad group #2)
- 29% Low (ad group #3)
- 1% Unrated (ad group #4)
Used by
The 'Used by' column shows the number of ads where your assets were used. If you click on the value that’s shown under this column, you’ll be redirected to the ads report of one of your assets.
If you want to add or remove new columns to the report, follow these instructions:
- In your Google Ads account, click the Campaigns icon
- Click the Assets drop-down in the section menu.
- Click Assets.
- In the 'Workspace' drop down menu, click Display campaigns.
- Find and select the relevant Display campaign.
- Click Columns
from the table toolbar.
- Search for the relevant column that you want to add or remove from the available column sets.
- Click Apply.
from the table toolbar.Review Google Ads Glossary for more information
If you find that your assets perform poorly, review our best practices checklist and creative asset guidelines to help you develop high-quality assets more likely to deliver stronger results. Learn more about Ad Strength for responsive display ads
View cross-campaign asset reports
Cross-campaign asset reports are generated if you have one or more Display ads in Google Ads. Only active assets (assets in active ads, in active ad groups and in active campaigns that have had impressions in the last 30 days) appear in the report.
To view your asset report, follow these instructions:
- In your Google Ads account, click the Campaigns icon
- Click the Assets drop-down in the section menu.
- Click Assets.
- In the 'Workspace' drop down menu, click Display campaigns.
- Find and select the relevant Display campaign.
- Select 'Assets' from the 'Table view' drop down menu.
What you’ll find in your cross-campaign asset report
Filters and views
You can filter by enabled state, asset type and performance. You can also filter by selecting specific campaigns and ad groups. Plus, you can adjust your report view or download the report.
You can also view performance of your assets at the account level across all channels where asset reporting is available, including for Search, Display, Discovery, App and Performance Max campaign types. Using the Campaign and Ad group filter, you can view reports of your assets for more than one campaign type.
The cross-campaign asset report will include the below mentioned metrics and properties of your assets:
- Approval status
- Asset name
- Asset type
- Campaign type
- Performance rating
- Used by
- Pinned
Assets
In the assets column, you’ll find:
- The content of each asset (such as text or image thumbnail)
- If applicable, asset dimensions for images
Asset type
The asset type column defines how each asset is used. Here are the kinds of assets that you might find:
- Call to action
- Description
- Headline
- Image
- Logo
Performance rating
The 'Performance rating' column, which has multiple subcolumns, describes how an asset performs relative to other assets of the same type across all your campaigns. Learn more about the ratings below:
- 'Learning' means that the system is reviewing the asset’s performance relative to other assets in the ad. After your asset has enough traffic, it can be ranked according to the measures below.
- 'Low' means that the asset is one of the lowest performing relative to other assets of its type. Replacing this asset could help improve ad performance.
- 'Good' means that the asset is performing well relative to other assets of its type. Keep this asset and try adding more assets to help improve ad performance.
- 'Best' means that the asset is one of the best performing relative to other assets of its type. Consider adding more assets like this to improve ad performance.
- 'Unrated' means that the system is unable to rank performance because of a limited number of assets.
You’ll see percentages in the ratings columns for each of your assets. The percentages represent the share of impressions, across all applicable ad groups, that the asset received when it was given that rating.
Example:
Let’s assume that you have a headline asset, 'Free delivery', that's used in four ad groups:
- In ad group #1, the asset gets 1,000 impressions and is rated 'Best'.
- In ad group #2, the asset gets 6,000 impressions and is rated 'Good'.
- In ad group #3, the asset gets 2,900 impressions and is rated 'Low'.
- In ad group #4, the asset gets 100 impressions and doesn’t have a performance rating.
Those ad groups would be represented in the cross-campaign asset columns:
- 10% Best (ad group #1)
- 60% Good (ad group #2)
- 29% Low (ad group #3)
- 1% Unrated (ad group #4)
Used by
The 'Used by' column shows the number of ads where your assets were used. If you click on the value that’s shown under this column, you’ll be redirected to the ads report of one of your assets.
If you want to add or remove new columns to the report, follow these instructions:
- In your Google Ads account, click the Campaigns icon
- Click the Assets drop-down in the section menu.
- Click Assets.
- In the 'Workspace' drop down menu, click Display campaigns.
- Click Columns
- Search for the relevant column that you want to add or remove from the available column sets.
- Click Apply.
Review Google Ads Glossary for more information
If you find that your assets perform poorly, review our best practices checklist and creative asset guidelines to help you develop high-quality assets more likely to deliver stronger results. Learn more about Ad Strength for responsive display ads
