About asset reporting for Discovery ads & campaigns

Asset reports can provide a comprehensive view of asset performance across your Discovery ads and campaigns. You can track asset performance for specific ads and learn how assets are performing in multiple ads across your different Discovery campaigns.

The asset report lists each asset so you can compare performance between assets in your different ads and campaigns. Over time, you'll be able to make strategic decisions about your assets, such as which ones to rotate, remove, or improve. This will help you focus on creating assets that are more likely to deliver better performance.

Tip:

Are you a digital agency looking for more creative inspiration? Visit Create with Google to learn more about how Discovery ads can help you drive engagement through rich, visual experiences on Google's feeds.

View asset reports for ads in a specific campaign

To view your asset report, follow these instructions:

  1. Sign in to your Google Ads account.
  2. Click Campaigns from the page menu on the left.
  3. Find and click the relevant Discovery campaign.
  4. Click Ads & assets.
  5. Click View asset details.

This should bring you to the asset report for your Discovery ad.

What you’ll find in your asset report

Details about your Discovery ads

At the very top of the report you’ll find the status of each ad, its name, and time frame. If one or more of your assets violates or is limited by an Ads policy, you may also find information regarding that here.

Filters and views

If you have a long list of assets, you can filter by enabled state, asset type, and performance. You can also adjust your report view or download the report.

Assets

In the "Assets" column, you’ll find:

  • The content of each asset (such as text or image thumbnail)
  • If applicable, asset dimensions for images

Asset type

The "Asset type" column defines how each asset is used. Here are the kinds of assets you might find:

  • Headline
  • Description
  • Image
  • Logo
Note: Assets should be compared by asset type. For example, a “low” rating for an image is not the same as “low” for a headline.

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 current available only for text assets.

Performance

This column helps you compare how your assets perform relative to other assets of the same type within your Discovery ads. You can prioritize updates and optimizations to your Discovery ads by adding or replacing assets based on their performance. Hover over the "Performance Rating" values in your asset report to learn what each of the values means. The performance column ranks assets against other assets of the same type. It will show you which assets of the same type are:

  • Low, as in low performing against all other assets of the same type across properties
  • Good, as in performs well enough against all other assets of the same type
  • Best, as in one of the highest performers of all assets of the same type on one or more properties

Until enough data is available to assign a performance label, assets carry a default “LEARNING” status.

Clicks

This column displays the number of clicks your assets have received within your Discovery ads. When someone clicks any part of your ad, such as the headline, description, image, logo or call to action, Google Ads counts that as a click. Learn more about Clicks

  • A click is recorded even if the visitor isn’t able to access the website, possibly because the website is temporarily unavailable. As a result, you might find a difference between the number of clicks on your ad and the number of visits to your website.
  • Total clicks from all the assets for an ad may be higher than the actual clicks for that ad. This happens as your Discovery campaign creates responsive ads that have multiple combinations.

Example:

Let’s assume that one headline was shown with 5 different images in 5 clicked ads. In this case, you’ll find that:

  • The headline will show 5 clicks (one for each ad click)
  • Each image will show 5 clicks (one for each ad click)

Adding both the numbers gives 10 clicks when there were only 5 clicks.

Clickthrough rate (CTR)

This column displays the number of clicks that your asset receives divided by the number of times your asset is shown.

CTR = clicks ÷ impressions

For example, if you have 10 clicks and 100 impressions, your CTR will be 10%.

CTR can be used to gauge which of your assets are successful for you and which need to be improved. Each asset has its own CTR. Learn more about Clickthrough rate (CTR)

Impressions

This column displays how often your asset is shown. An impression is counted each time your asset is shown in an ad on YouTube, Gmail, or the Google app. Learn more about impressions

Tip:

Occasionally, an asset might not receive any impressions if other assets are predicted to perform better. If an asset receives zero impressions for several weeks, consider replacing the asset with a new one.

All conv. value

This column gives you a view of the total conversion value that your Discovery ad assets drive. It provides a broader view of how your ad is performing. This column includes any conversion value that you've chosen not to include in your "Conv. value" column.

Interactions

This column displays a combination of all paid clicks on your Discovery ad. The interactions column reflects clicks directly on your ads within YouTube and Discover.

Learn more about your Discovery campaign reporting

To add or remove new columns to the report, follow these instructions:

  1. Sign in to your Google Ads account.
  2. In the left page menu, select Discovery campaigns.
  3. In the right page menu, under “Ads & Assets”, click Assets.
  4. Click on Columns A picture of the Google Ads columns iconfrom the table toolbar and click Modify columns.
  5. Select the relevant column you want to add or remove from the available column sets.
  6. Click Apply.

Review Google Ads Glossary for more information

If you find that your assets perform poorly, review our best practices checklist and creative asset guidelines to help you develop high quality assets more likely to deliver stronger results. Learn more about how to boost ad performance with our tips and recommendations for asset reporting

View cross-campaign asset reports

This section applies to select Discovery campaigns only. There is no reason for concern if your account is not yet generating cross-campaign asset reports for your Discovery campaigns.

Cross-campaign asset reports are generated if you have one or more Discovery ads 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.

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 when the asset data is updated.

To view your asset report, follow these instructions:

  1. Sign in to your Google Ads account.
  2. In the left page menu, select Discovery campaigns.
  3. In the right page menu, under “Ads & Assets”, click Assets.

What you’ll find in your cross-campaign asset report

Filters and views

You can filter by enabled state, asset type, and performance. You can also filter by selecting specific campaigns and ad groups. You adjust your report view or download the report.

Assets

In the assets column, you’ll find:

  • The content of each asset (such as text or image thumbnail)
  • If applicable, asset dimensions for images

Asset type

The asset type column defines how each asset is used. Here are the kinds of assets you might find:

  • Headline
  • Description
  • Image
  • Logo
  • Call to action
Note: Assets should be compared by asset type. For example, a “low” rating for an image is not the same as “low” for a headline.

Performance

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

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

You’ll find 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 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)

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