View performance across campaign types

Managing your performance across different types of campaigns can be challenging. 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.


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.

View your reporting data by campaign type

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:

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Campaigns drop down in the section menu.
  3. Click Campaigns.
  4. From the Views bar at the top, select the campaign type you want to view in your reports.
Note: If you customize your columns, Google Ads remembers your selections based on your campaign context. This can help save you time by immediately showing you the columns you regularly choose to view, when relevant to the campaign type you are viewing. For example, if you always choose the "Avg. CPM" column on the Ad groups tab when you are looking at Display campaigns, when you later select a Display campaign or filter your campaign type view to Display campaigns, your columns will include the "Avg. CPM" column.


View cross-campaign performance with interaction columns

When you're looking at multiple campaign types at once, 3 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, Performance Max
    Image ads Clicks Display, Performance Max
    Auto-generated video ads Clicks and Engagements Display
    TrueView video ads Video views Video, Performance Max
    Video app promotion ads Engagements App campaigns
    TrueView for action ads Engagements Video, Performance Max
  • 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).

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