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 promotions tab. 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.
Metrics and reporting
- Unique reach: This feature measures the total number of people shown an ad. These detailed metrics show the number of people who saw your ad across different devices, formats, sites, apps and networks.
- Attribution reports: 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 that your customers take on your website, such as a purchase or email sign-up. Learn more about Attribution reports.
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 combinations
- Recommendations
- Biggest change
- Conversions card
- Continued draft
- Demographics card
Audiences
To understand how your campaigns and ad-groups are performing, read the Audience asset and Audience persona insights.
Reporting segmentation
Segment your reports by their time, device and time segmentation. This will help you achieve a granular understanding of your campaign’s performance across various platforms and through various audience segments. 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
- In-stream
General reporting
Read placement reporting to understand where your assets perform best and review the 'Where ads showed' page to exclude any channels at the campaign and ad group level. The 'Where ads showed' reports are applicable to YouTube placements only.
Asset reporting
Your assets page can provide asset reporting at the campaign, ad and account level. With asset reporting, you can review performance of campaign assets like 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 analyse more 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 percentage of viewers that made it to each second of your video.
Learn more about how to measure video performance with video analytics.
Testing capabilities
Experiment with your Demand Gen campaign to test which campaigns perform best under different conditions, and how you can make improvements.
- Brand lift: Measure awareness generated through lift studies and product searches. You can test with video ads. Brand lift surveys only occur on YouTube in-stream.
- Demand Gen experiments: Test your campaigns with video and image assets across all of Google’s inventory, including Discover, Gmail and YouTube, and determine which variable performs best.
- Conversion lift helps you measure incrementality of ads.
