About Demand Gen campaign metrics and reporting

Google Ads offers a variety of reports to help provide deep insights into your advertiser campaigns. These highly customizable reports deliver granular data across various metrics, including clicks, impressions, conversions, costs, and more.


Demand Gen campaigns help drive demand and business results on YouTube and on Google’s most browsable and entertainment-focused surfaces, including Google Discover and the Gmail social promotions tabs. By using Google AI, image and video ads from a single campaign can optimally serve on multiple surfaces. This article describes some metrics and reports available for Demand Gen campaigns.


What you’ll find in your Demand Gen campaign report

Overview page

Use the Overview page to find campaign and ad-group level reporting on:

  • Diagnostic insights
  • Performance graph
  • Campaign summary
  • Video analytics
  • Top ads
  • Campaign Recommendations
  • Conversions card
  • Continued draft
  • Demographics card

General Reporting

Google ads offers a variety of reports to help provide deep insights into your advertiser campaigns. These highly customizable reports deliver granular data across various metrics, including clicks, impressions, conversions, costs, and more.

Reporting segmentation

Segment your reports by their time, device, click type and other variables to help you achieve a granular understanding of your campaign’s performance. For Demand Gen Campaigns, you can also segment your reports by their different ad formats, such as:

  • In-feed: YouTube feeds (Watch Next, Home, Search), Gmail, and Discover feed
  • Shorts
  • Skippable In-stream
Note: Data can't be separated further by channel such as Discover, Gmail, and YouTube.

Asset reporting

Your assets page can provide asset reporting at the channel level, campaign level, ad level, and multi-campaign level. With asset reporting, you can review performance of ad assets like image, video, description, headlines, and CTA along with performance and conversion metrics.

Learn more About asset reporting for Demand Gen campaigns.

In asset reporting, you can also analyze additional video details by visiting the videos page. Here you can check video-only assets and metrics, such as co-viewed impressions and YouTube earned actions. Drill further into the video with the Analytics tab to view powerful metrics like audience retention, which shows you the percent of viewers that made it to each second of your video.

Learn more about how to Measure video performance with video analytics.

Attribution Reporting

When you've set up conversion tracking, you'll have access to attribution reports, a convenient set of reports about your conversions, which are important actions your customers take on your website, such as a purchase or email signup. Learn more About attribution reports.

Audiences Reporting

To understand how your campaigns and ad-groups are performing, read the Audience asset and Audience persona insights.

“Where Ads Showed” Reporting

The “Where ads showed” report allows you to gain insights into where your ads served on YouTube. Specifications on how it operates for both video, image and product ads:

  • YouTube channels or videos for YouTube Watch page
  • YouTube channels or videos before the ads on YouTube Shorts
  • YouTube ads that do not run on the YouTube Watch page, like the YouTube Home feed, are reported under YouTube.com
  • No reporting for Gmail or Discover

Metrics Definition

Here is a breakdown of how metrics are calculated:

Metric Definitions by format or creative type
Engagements column

Image(single & carousel):

  • Gmail: First click on your ad in Gmail

Video(single & carousel):

  • YouTube in-stream: watch 10 seconds or click-to-website
  • YouTube feeds or Shorts: watch 5 seconds, click to video watch-page, or click-to-website
  • Discover video: watch 5 seconds, click to expand, or click-to-website
Views column

Image(single & carousel):

  • Not applicable

Video:

  • YouTube in-stream: watch 30 seconds or until the end of the video or click-to-website.
  • YouTube feed or Shorts: watch 10 seconds or until the end of the video or click-to-website.
  • Discover video: watch 10 seconds or until the end of the video or click-to-website.
Clicks

Image(single & carousel):

  • click-to-website

Video:

  • click-to-website**
Interactions column

Image:

  • Discover: click-to-website
  • YouTube: click-to-website
  • Gmail: First click on your ad in Gmail

Video:

  • YouTube in-stream: 10 seconds watch or click-to-website
  • YouTube feed or Shorts: 5 seconds, click to watch-page, or click-to-website
  • Discover video: 5 seconds, click to expand, or click-to-website

** Clicks to the watch page are counted as views. For a more detailed breakdown into YouTube metrics, see here.


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