About engagements reporting

An engagement occurs when a consumer engages with an ad (for example, watching a video ad for at least 10 seconds). Engagements can help you understand how well your ad is performing. Relevant, highly-targeted ads with attractive content can encourage viewers to engage more deeply with your brand.

Engagements by ad type

Engagements occur when customers take the following actions on these ad types:

  • Lightbox ads: Expand the ad.
  • Gmail ads: Expand the ad.
  • Video ads: Watch 10 seconds or more of your video ad, or watch the entire video ad if it is shorter than 10 seconds.
  • Video app promotion ads: Watch 10 seconds of the video ad (or the entire video ad if it's shorter than 10 seconds), or click on your video ad.
  • In-feed video ads: Watch 10 seconds of the video ad when it's muted or click to view the full video.
Engagements for ad formats that aren’t currently measured through views (such as bumper ads or non-skippable in-stream ads) are based on clicks.

Engagement metrics

Metric What it means
Engagements Someone engages with your ad
Engagement rate The number of times people engage with your ad divided by the number of times your ad is shown (each impression)
Average CPE Average cost-per-engagement (CPE) is the average amount that you've been charged for an ad engagement
Clicks

Actual click-throughs to your site

Gmail teaser click

The first click to expand your ad, not the click that goes to the landing page

View engagements reporting

You can check the "Engagements" column in the Google Ads statistics table to measure how people interact with your ads. If you don't see column, follow these steps:

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. Depending on what you want to check, you need to:
    • Click the Campaigns drop down in the section menu.
    • Click the Assets drop down in the section menu.
  3. Click the Columns icon A picture of the Google Ads columns icon above the statistics table.
  4. Click Performance, then select Engagements.
    • If you don't see the Performance option, click the magnifying glass icon , then search for "Engagements".

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