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.


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. Sign in to your Google Ads account.
  2. 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.


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.

Get relevant data more quickly with pre-defined column sets

To make analysing 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:

  1. Sign in to your Google Ads account.
  2. Select a specific campaign, or follow the instructions above to select a single type of campaign.
  3. Click the Columns buttonColumns.
  4. 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.
Tip: You can change back to the columns you were viewing before you selected a column set by selecting Custom from the "Columns" drop-down menu.

View cross-campaign performance with interaction columns

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 Engagement App campaigns
    TrueView for action ads Engagements Video
    Lightbox ads Engagements Display
  • 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 2 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).

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