View performance across campaign types
Managing your performance across different types of campaigns can be a handful. You can use the following features to make cross-campaign reporting simpler and easier to navigate. This article will walk you through how to view your reporting data by campaign type and set up columns to get relevant data faster.
You can save time by filtering your data by campaign type, like Shopping or Display Network campaigns. You'll only be able to select campaign types that are in your account.
To filter by campaign type:
- Sign in to your Google Ads account.
- In the navigation panel on the far left, click Search campaigns, Display campaigns, Shopping campaigns, or Video campaigns to only see performance data for that campaign type.
Get relevant data more quickly with pre-defined column sets
To make analyzing the performance of different campaign types simpler and faster, you can use pre-defined column sets. The most relevant columns for a given campaign type and advertising goal are available as pre-defined sets in the columns menu.
To use a pre-defined column set for your statistics table view:
- Sign in to your Google Ads account.
- Select a specific campaign, or follow the instructions above to select a single type of campaign.
- Click the Columns button.
- Below “Modify columns,” you’ll see column set options. Select a column set based on your advertising goals (views, branding, etc.). The columns in your statistics table will update to reflect the recommended column set.
When you're looking at multiple campaign types at once, three cross-campaign reporting columns make it easy to evaluate performance across your campaigns. These columns report the key metrics relevant to each campaign type, which can help you measure how effectively your ads are meeting your advertising goals. For example, the “Interactions” column will show you the number of clicks for a Search campaign, the number of video views for a video campaign, and so on.
These columns are:
- Interactions: An interaction is the main user action associated with an ad format—clicks for text and shopping ads, views for video ads, and so on. The “Interactions” column counts different user actions depending on ad format. Regardless of format, this column indicates how well your ads are meeting your advertising goals.
For... "Interactions" counts... Example campaign types Text ads Clicks Search, Product Shopping Image ads Clicks Display TrueView video ads Video views Video Video app promotion ads Engagements App campaigns TrueView for action ads Engagements Video Lightbox ads Engagements Display Showcase Shopping ads Engagements Shopping
- Interaction rate: How often people interact with your ad after it’s shown to them. This is measured by dividing the number of interactions with your ad by the number of times your ad is shown. You can use it to help you figure out how effective your advertising is. For example, if you have 10 interactions and 1,000 impressions, then your interaction rate is 1%.
- Average cost: The average amount you've paid per interaction. This amount is the total cost of your ads divided by the total number of interactions. For example, if there are 2 interactions with your ad, one costing US$0.30 and one costing US$0.40, your average cost for those interactions is US$0.35.
Say you’re running a video campaign and a Search campaign to advertise for the same product, and you want to measure the combined performance of both campaigns. While clicks are helpful when measuring a Search campaign’s performance, they’re not so helpful when measuring the performance of a video campaign, when video views or engagements are the key user action. The “Interactions” column counts the user action that matters most for each campaign, making it possible to review the campaigns’ combined performance at a glance (without having to include both the "Clicks" and "Video Views" columns in your report).