Item reporting lets you understand which campaign types, like Demand Gen or Travel ads in Search campaigns, are serving which items in a feed. These reports help you confirm that your items are appearing in ads and determine how these items are performing. This also lets you measure performance and manage bids effectively.
This article explains what item reporting is, the benefits of using it, and how it works.
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Benefits
Item reporting helps you:
- Gain holistic visibility across all campaign types, including Demand Gen and Travel ads in Search campaigns.
- Split metrics, such as impressions, clicks, and conversions, by campaign type to discover which campaigns are serving your entities.
- Collect item metrics at the account level to build a unified view of performance across your campaigns. For example, for a new event or vacation rental item.
- Review performance metrics, such as click-through rate (CTR), to evaluate how your entities are performing.
How to access item reporting
Item reporting is available primarily through the Report Editor in your Google Ads account.
To access item reporting:
- Go to Report Editor within the Campaigns menu
.
- Select + Create report, then select the type of chart you’d like to create: Table, Line, Column, Bar, Scatter, or Pie.
- Drag and drop any of the following dimensions from the “Item Attributes” dropdown in the right-side panel into the “Row,” “X-Axis,” “Series,” or “Segment” section:
- Item code
- Feed ID
- Item name
- Feed industry
- Item category
- Item brand
- Item city
- Item region
- Item country
- Hotel class
- Event participant
- Item custom field
- Drag and drop metrics, such as Clicks or Conversions into the “Columns,” “Y-Axis,” or “Value” section.
- Your chart or table will now show you values for each dimension based on the metrics you added, for example, the number of clicks and conversions for each campaign.
- To save your report, select Save or Save as. “Save as” lets you create a copy of your report with a new name.
How item reporting works
Item reporting analyzes your inventory performance across campaign types. Examples include events, vacation rentals, or vehicles.
This feature provides comprehensive insights and shows how individual entities are performing. This includes Demand Gen campaigns and Travel Ads in Search Campaigns. This also covers other applicable formats.
You can access the item report in the Report Editor. This gives comprehensive insights into inventory performance. In the Report Editor, the item report helps you split performance metrics such as impressions, clicks, and conversions. You can then collect these metrics at an account level to gain comprehensive insights into inventory performance by splitting them by the campaign type serving your entities.
Item metrics and counting logic
Item reporting relies on specific counting logic for metrics like impressions, clicks, and cost.
- Item-level impressions: An item receives an impression if a user views it.
- If an ad format shows multiple entities per ad, one impression goes to the campaign. One impression goes to each item.
- For single-item ads, one impression goes to each campaign and the item. Examples include text ads.
- Item-level clicks: This measures how many times users interact with an item.
- Item-level cost, conversions, and conversion value:
- If the parent campaign uses click-based attribution, the item follows the same approach.
- For campaigns that use cost-per-thousand impressions, cost and conversions aren't attributed to the item.
