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.
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, Video campaigns, App campaigns, Smart campaigns, Local campaigns, Discovery campaigns or Performance Max campaigns to check performance data for that campaign type.
Note: If you customise 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.
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, 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 Lightbox ads Engagements Display, 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 that 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 that 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 two interactions with your ad, one costing £0.30 and one costing £0.40, your average cost for those interactions is £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).