Ad destination is a reporting segment available at the campaign level. It shows where a user reaches after clicking on an ad, whether it’s a web landing page, an app, the app store, or another destination, along with its respective campaign insights. This reporting feature helps you understand how and where users have engaged with your ads, allowing you to optimize your campaigns and ads based on these insights.
Learn how to Set up and access Ad destination reporting.
In this article, you’ll learn about the benefits of Ad destination reporting, when to use it, and more.
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Benefits
Ad destination reports on the destinations of an ad click, such as a web page, an app, or so on, and their performance across different metrics offering you:
- Deeper insights into the value of App Connect and your overall campaigns
- A comprehensive overview of your ad channels and their impact
When to use Ad destination
You should use the Ad destination when you want to:
- Understand how users who browse different channels convert so that you can make informed decisions on budget allocation.
- Test out App Connect by easily comparing web vs app campaign performance when you’re bidding or partially deep linking.
Ad destination sub-segments
When you use the “Ad destination” segment in the “Campaigns” page, you can compare campaign performance across the following sub-segments:
- App deep link: An ad click leading to your app
- App store: An ad click leading to your app install page
- Phone call: An ad click leading to a phone call
- Website: An ad click leading to your website
- Map directions: An ad click leading to driving directions in Google Maps app or website
- Location listing: An ad click leading to your Google Business Profile
- Unknown: Any miscellaneous ad click (for example, Gmail teaser clicks) or traffic that can’t be attributed due to incorrect app measurement configuration
- Not applicable: Traffic not segmented because it’s not applicable for ads that don’t intend to drive users off from ads to other destinations, such as video ads that intend to raise the’ brand awareness instead of driving users to a specific ad destination
