Campaign Opportunity report

 

Important: This article applies only to campaigns in the Hotel Ads Center. If you've migrated to Google Ads, read about Hotel campaigns in Google Ads.

The Campaign Opportunity report helps you understand possible opportunities that you might be missing based on your auction participation and/or bids on each property within the campaign. For additional information about how impressions, clicks, and participation are calculated, see Opportunity report.

You can generate this report for one campaign at a time.

Note that the first row of data in the report, TOTALS, is a summary of data for the entire campaign. Subsequent rows contain data per hotel.

Access the Campaign Opportunity report:

  1. Open the Hotel Ads Center in a browser.
  2. Select the Dashboard tab.
  3. In the table at the bottom, select the name of the campaign you want. This will bring you to the "Campaign View."
  4. Click the Intelligence tab. The "Intelligence" view displays.
  5. In the Opportunity Report column, click the link for the report you want to see. The list is sorted by date; the most recent report is first.

The following table describes the fields in the Campaign Opportunity report:

Column

 

Description

 

Hotel Name

 

The name of hotel property as it appears in your Hotel List Feed.

"TOTALS" row: n/a

Hotel ID

 

A unique identifier for the hotel property as it appears in your Hotel List Feed.

"TOTALS" row: n/a

Hotel Country

 

A two-letter country code that represents the country in which the hotel property is located. For example, "FR".

"TOTALS" row: n/a

Campaign Eligible Impressions

 

The number of times that an ad for this property could have been shown.

"TOTALS" row: The total number of times that ads for the campaign's properties could have been shown.

Campaign Impressions

 

The number of times that an ad for this property won an auction and was displayed.

"TOTALS" row: The total number of times that ads for the campaign's properties won auctions and were displayed.

Campaign Impression Share

 

The fraction of the property's eligible opportunities in which an impression was shown.

  • This value is Campaign Impressions divided by Campaign Eligible Impressions.
  • This value is a percent. For example, ".8878" indicates an impression share of 88.78%.

"TOTALS" row: The fraction of the campaign's total opportunities in which the campaign's ads were shown.

Campaign Missed Impressions

 

The number of impressions that an ad for this property missed, even though it participated in the auction.

This is the difference between Campaign Eligible Impressions and Campaign Impressions.

Reasons for a campaign missing impressions include:

  • Ranked too low, and didn't receive a user impression.
  • Insufficient bid to be included in any ad slot.
  • Not providing Google with a breakout of taxes and fees, which is required for some user countries.

    Note: Reasons for missing an impression like "No Bid or Spending Cap" are not counted in the Campaign Opportunity report because campaigns aren't entered into auctions, and receive no eligible impression, if they have no bid or have reached their spend cap. For insight into those metrics, review the account-level Opportunity report.

    "TOTALS" row: The total number of impressions that this campaign missed, even though properties in this campaign participated in the auction.

Campaign Clicks

 

The number of clicks that an ad for this property received.

"TOTALS" row: The total number of clicks that ads for this campaign received.

Campaign CTR

 

The click-through rate (CTR) for this property's ads. This value is Campaign Clicks divided by Campaign Impressions.

This value is a percent. For example, a value of ".0152" indicates a campaign CTR of 1.52%.

"TOTALS" row: The click-through rate (CTR) for all of this campaign's ads. This value is Campaign Clicks divided by Campaign Impressions.

Missed impressions - no bid

 

The number of opportunities that an ad for this property missed being shown because you did not bid. For help in setting up your bids, see Campaign bidding rules.

"TOTALS" row: The total number of opportunities that ads for this campaign missed being shown because you did not bid.

Missed impressions - spending cap reached

 

The number of opportunities that an ad for this property missed being shown because your account reached its daily spending cap.

To avoid these missed impressions, adjust your budget as described in Set a campaign's budget.

"TOTALS" row: The total number of opportunities that ads for this campaign missed being shown because your account reached its daily spending cap.

Missed impressions - insufficient bid

 

The number of opportunities that an ad for this property missed being shown because your bids were not high enough. To capture these missed impressions, try adjusting your campaign's bid values or strategy.

"TOTALS" row: The total number of opportunities that ads for this campaign missed being shown because your bids were not high enough.

Missed impressions - linked account

 

The number of opportunities that an ad for this property missed being shown because multiple linked accounts are competing for the same impression. The highest paying campaign across all linked accounts will receive the impression, and the other linked accounts will show “Missed impressions - linked account.”

“Totals” row: The total number of opportunities that an ad for this property missed being shown because they are not the highest paying campaign from your company.

Missed impressions - other

 

The number of opportunities that an ad for this property missed being shown due to reasons other than those listed above.

"TOTALS" row: The total number of opportunities that ads for this campaign missed being shown due to reasons other than those listed above.

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