When you create an App campaign, your ads are built using the assets you add during campaign setup (for example: text, images, videos, and assets from your app store page). This article covers how you can use App campaign asset reporting to help improve ad performance.
Asset report for a single ad group
Once a campaign is running, you can see the performance of each asset by looking at your asset report.
- In the navigation menu, click App campaigns.
- In the page menu, click Ad Groups, then click the name of the ad group you want to review.
- From there, you can view a summary of the clicks, impressions, cost, and conversions for all of the ads that included the asset in that row. Since many ads include more than one asset, some impressions are counted across more than one row.
- To understand how different networks or conversion types contributed to the performance of each asset, click the segmentation icon .
- The performance grouping column shows asset rankings based on how many conversions they drove.
- "Waiting" means that the asset is being processed by Google Ads so there is no Performance Grouping status yet. This label refers only to the performance grouping state and doesn't affect the serving of the asset.
- “Learning" means the campaign needs more data before it can rank the asset.
- “Low”, “Good”, and “Best” are relative rankings of your assets compared to other assets within the same campaign and of the same type.
Note: These insights are based on “all time”, so if you’re comparing other metrics like CTR and CVR, make sure to change the time frame to “All time”.
- Performance groupings may change over time due to various factors including user behavior and network mix effects.
Cross-campaign asset report
You can also get a comprehensive single view of asset performance across your app campaigns. Use this report to assess which assets are effective and when to add more assets.
Cross-campaign asset reports are generated if you have one or more App ad groups in Google Ads. Only active assets (assets in active ads in active ad groups and in active campaigns that have had impressions in the last 30 days) appear in the report.
- In the navigation menu, click App campaigns if the campaign menu appears at the top left.
- In the page menu to the right, click Assets.
Information and insights included in your report
Asset: The content of each asset.
Used by: The number of ad groups using this asset. If you hover on the value in this column, you’ll see the top 20 ad groups using this asset, ordered by impressions. You can see the ad group level asset report by clicking the ad group link. You can make changes to your ad group by editing from the ad group level asset report.
Type: This defines how each asset is used (for example, “headline” or “description”).
The “Performance rating” column shows how an asset performs relative to other assets of the same type across all your campaigns. Assets are rated “Best”, “Good”, or “Low”, based on their performance.
- “Learning” means the system is reviewing the asset’s performance relative to other assets in the ad. After your asset has enough traffic, it can be ranked according to the measures below.
- “Low” means that the asset is one of the lowest performing relative to other assets of its type. Replacing this asset could help improve ad performance.
- “Good” means the asset is performing well relative to other assets of its type. Keep this asset and try adding more assets to help improve ad performance.
- “Best” means the asset is one of the best performing relative to other assets of its type. Consider adding more assets like this to improve ad performance.
You’ll see percentages in the ratings columns for each of your assets. The percentages represent the share of impressions, across all applicable ad groups, that the asset received when it was given that rating.
Let’s say you have a headline asset, "Free shipping", that is used in 4 ad groups:
- In ad group #1 the asset gets 1000 impressions and is rated “Best”.
- In ad group #2 the asset gets 6000 impressions and is rated “Good”.
- In ad group #3 the asset gets 2900 impressions and is rated “Low”.
- In ad group #4 the asset gets 100 impressions and doesn’t have a performance rating.
Those ad groups would be represented in the cross-campaign asset columns:
- 10% Best (ad group 1)
- 60% Good (ad group 2)
- 29% Low (ad group 3)
- 1% Unrated (ad group 4)
Note: Changing the date range doesn't affect the Performance column. The rating shown is always the current rating.
Asset reporting doesn't currently include auto-generated assets, which could contain additional metrics. As a result, you shouldn't expect the sum of all asset spend to be consistent with overall campaign spend.