About asset reporting for Demand Gen campaigns

Asset reports can provide a comprehensive view of asset performance across your Demand Gen ads and campaigns. You can track asset performance for specific ads and learn how assets are performing in multiple ads across your different Demand Gen campaigns.

The asset report lists each asset so 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.

There are many performance metrics available to an advertiser for analyzing their assets. These are the default columns set in your asset report:


This column displays the number of clicks your assets have received within your Demand Gen ads. When someone clicks any part of your ad, such as the headline, description, image, logo or call to action, that drives to an external website, Google Ads counts that as a click. For video, that means clicks that pause the video or take a user to the video watch-page are not counted as clicks. Learn more about YouTube metrics and Clicks.

  • A click is recorded even if the visitor isn’t able to access the website, possibly because the website is temporarily unavailable. As a result, you might find a difference between the number of clicks on your ad and the number of visits to your website.
  • Total clicks from all the assets for an ad may be higher than the actual clicks for that ad. This happens as your Demand Gen campaign creates responsive ads that have multiple combinations.


Let’s assume that one headline was shown with five different images in 5 clicked ads. In this case, you’ll find that:

  • The headline will show five clicks (one for each ad click)
  • Each image will show five clicks (one for each ad click)

Adding both the numbers gives 10 clicks when there were only five clicks.

Click-through rate (CTR)

This column displays the number of clicks that your asset receives divided by the number of times that your asset is shown.

CTR = clicks ÷ impressions

For example, if you have 10 clicks and 100 impressions, your CTR will be 10%.

CTR can be used to gauge which of your assets are successful for you and which need to be improved. Each asset has its own CTR. Learn more about Click-through rate (CTR).


This column displays how often your asset is shown. An impression is counted each time your asset is shown in an ad on YouTube, Gmail and Discover. Learn more about impressions.

Tip: Occasionally, an asset might not receive any impressions if other assets are predicted to perform better. If an asset receives zero impressions for several weeks, consider replacing the asset with a new one.

All conv. value

This column gives you a view of the total conversion value that your Demand Gen ad assets drive. It provides a broader view of how your ad is performing. This column includes any conversion value that you've chosen not to include in your 'Conv. value' column.

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 how to boost ad performance with our tips and recommendations for asset reporting.

Tip: Are you a digital agency looking for more creative inspiration? Visit Create with Google to learn more about how Demand Gen ads can help you drive engagement through rich, visual experiences on Google's feeds.
Note: Currently, assets from dynamic product ads aren’t included in asset reports. This feature will be available soon.

View asset reports for ads in a specific campaign

To view your asset report, follow these instructions:
Note: The instructions below are part of a new Google Ads user experience that will launch for all advertisers in 2024. If you’re still using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.
  1. In your Google Ads account, click the Campaigns icon Campaigns Icon___codemirror_selection_bookmark___.
  2. Click the Campaigns drop-down in the section menu.
  3. Click Campaigns.
  4. Find and select the relevant Demand Gen campaign.
  5. Click the Ads drop-down in the section menu.
  6. Click View asset details on the relevant ad.

What you’ll find in your ad level asset report

Details about your Demand Gen ads

At the very top of the report, you’ll find the status of each ad, its name, and time frame. If one or more of your assets violates or is limited by an Ads policy, you may also find information regarding that here.

Ad Strength

At the top of the report, you’ll also find ad strength information on your ad. Ad strength provides guidance on how well your ad follows best practices. A higher ad strength will help maximize the performance of your ad.

Learn more about Ad Strength for Demand Gen campaigns.

Note: This is only available for image ads at this time.


If you have a long list of assets, you can filter by enabled state, asset type, and performance. You can also adjust your report view or download the report.


In the "Assets" column, you’ll find:

  • The content of each asset (such as text or image thumbnail)
  • If applicable, asset dimensions for images or video

Asset type

The "Asset type" column defines how each asset is used. Here are the kinds of assets you might find:

  • Headline
  • Description
  • Image
  • Video
  • Logo
Note: Assets should be compared by asset type. For example, a “low” rating for an image/video is not the same as “low” for a headline.


From the asset report, you can make changes directly to the ad without leaving the report. Selecting the green circle status icon Green circle icon, you can remove the poor performing asset immediately from the ad. After removing, you can’t add back the asset from this page.

You can also edit text assets directly by selecting the pencil icon Edit setting, pencil iconnext to the respective asset.

View multi-campaign asset reports

Multi-campaign asset reports are generated if you have one or more Demand Gen 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.
Note: Because asset data is updated daily, changes won’t be reflected in real time. For example, assets may still appear in a report after a campaign has been paused but will be removed when the asset data is updated.

To view your asset report, follow these instructions:

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.
  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Assets drop-down in the section menu.
  3. Click Assets.
  4. In the sub-navigation options under Assets, select Assets for the Table View drop-down and Demand Gen for the Campaign type drop-down.

What you’ll find in your multi-campaign asset report


You can filter by conversions, asset type, and performance. You can also filter by attributes like asset type, used-by, and asset name.

The multi-campaign asset report will include the below mentioned metrics and properties of your assets by default.

  • Asset name
  • Used by
  • Asset type
  • Clicks
  • CTR
  • Impr.
  • All conv. Value

To add or remove new columns to the report, click on the Columns icon A picture of the Google Ads columns icon from the table toolbar to modify columns.


You may choose to download the asset report for sharing or analysis. You can download the report to a wide range of formats like .csv, .tsv, .pdf, or even to a Google sheet.

You also have the ability to email the report, either immediately or on a schedule. The scheduling option allows different settings. Only valid email addresses with account access can receive the reports.


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