About asset reporting for App campaigns

When you create an App campaign, your ads are built using the assets that 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

When a campaign is running, you can find the performance of each asset by viewing your asset report.

Instructions

  1. In the workspace menu on the top, click All campaigns, and then select App campaigns.
    • 'App campaigns' will not be selectable if your account only houses App campaigns.
  2. Next, using the workspace menu on the top, click the name of the ad group that 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.
  3. To understand how different networks or conversion types contributed to the performance of each asset, click the segment icon Segment .

Understand asset performance

The 'Performance rating' column displays an asset’s percentile rankings based on its average daily cost. If you’re comparing metrics across assets, the ranking will be relative to the cost of similar assets in the current campaign. The label is subject to change, and Google creates your 'Low', 'Good' and 'Best' rankings using comparisons to predict where the asset’s performance is likely to fall.

  • 'Pending' means that the asset is being processed by Google Ads so there's no performance rating status yet. This label refers only to the performance rating 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 metrics, make sure that you change the time frame to 'All time'. Changing the date range doesn’t affect the 'Performance rating' column. The rating provided is always the current rating.
  • Performance ratings may change over time due to various factors like user behaviour and network mix effects.

You can view the ad level asset report to understand the performance of your assets. You can edit your assets by selecting the edit icon next to the respective asset.

Note: Editing assets directly from the asset report is currently available only for text assets.

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 campaign ad groups in Google Ads. Only active assets (assets in active ads, ad groups and campaigns that have had impressions in the last 30 days) appear in the report.

Note: Because asset data is updated daily, changes won’t be reflected in real time. For example, assets may still appear in a report after a campaign has been paused but will be removed once the asset data is updated.
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.

Instructions

  1. In the navigation menu on the top, click All campaigns, then select App campaigns.
    • 'App campaigns' will not be selectable if your account only houses App campaigns.
  2. From the left page menu, click the Campaigns icon Campaigns Icon.
  3. Click the Assets drop-down in the section menu.
  4. 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 notice the top 20 ad groups using this asset, ordered by impressions. You can find 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.

Tip: Add as many unique assets to your App campaign as you can. The more assets you add, the more options there are for creating high performing ads.

Type: This defines how each asset is used (for example, 'headline' or 'description').

Performance rating

The 'Performance rating' column shows how an asset performs relative to other assets of the same type across all your campaigns. Learn more about the ratings below.

Ratings:

  • “Learning” means that 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 that 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 that 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.
  • 'Unrated' means that the system is unable to rank performance because of a limited number of assets.

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.

Example:

Let’s assume that you have a headline asset, 'Free delivery', that is used in 4 ad groups:

  • In ad group #1, the asset gets 1,000 impressions and is rated 'Best'.
  • In ad group #2, the asset gets 6,000 impressions and is rated 'Good'.
  • In ad group #3, the asset gets 2,900 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)

Asset reporting doesn't 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 your overall campaign spend.

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