View performance across campaign types

Managing your performance across different types of campaigns can be challenging. 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.

Instructions

View your reporting data by campaign type

You can save time by filtering your data by campaign type, like Shopping or Google Display 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 Search Ads 360 experience.
2. Navigate to a client account.
3. From the page menu on the left, click Campaigns.
4. Above the table, click the filter icon  or Add filter.
5. In the search bar of the popup, type "Campaign type", then select the checkbox for the campaign type(s) you want to view. 
6. Click Apply. In the table, you will only see performance data for that campaign type.

If you customize your columns, Search Ads 360 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 page tab when you are looking at Google Display campaigns, when you later select a Google Display campaign or filter your campaign type view to Google Display campaigns, your columns will include the Avg. CPM column.

Get relevant data more quickly with predefined column sets

To make analyzing the performance of different campaign types simpler and faster, you can use predefined 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 predefined column set for your statistics table view:

1. Sign in to your Search Ads 360 experience.
2.  From the page menu on the left, click Campaigns.
3. Above the table, click the filter icon  or Add filter.
4. In the search bar of the popup, type "Campaign type", then select the checkbox for the campaign type(s) you want to view data for. 
5. Click Apply.
6. Click the columns icon  above the table. If the columns icon isn't visible, click the close icon .
7. On the “Modify columns for campaigns” page, you’ll see column set options. Select a column set based on your advertising goals (conversions, views, branding, etc.). The columns in your statistics table will update to reflect the recommended column set.

You can change back to the columns you were viewing before you selected a column set by selecting the pre-defined column set again.

View cross-campaign performance with interaction columns

An interaction is the main user action associated with an ad format—clicks for text and shopping ads, views for Google video ads, and so on. 

An “interactions” column will show you the number of clicks for a search campaign or the number of video views for a Google video campaign. These cross-campaign columns report the key metrics relevant to each campaign type, which can help you measure how effectively your ads are meeting your advertising goals. 

These columns are:
 

For...	"Interactions" counts...	Example campaign types
Text ads	Clicks	Google Search Google Product Shopping Microsoft Advertising search
Image ads	Clicks	Google Display Network
TrueView video ads	Video views	Google Video
Video app promotion ads	Engagements	Google App campaigns
TrueView for action ads	Engagements	Google Video
Lightbox ads	Engagements	Google Display Network
Showcase shopping ads	Engagements	Google Shopping

 

• 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 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 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 US$0.30 and one costing US$0.40, your average cost for those interactions is US$0.35.

Example

Say you’re running a Google video campaign and a Google 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).

 

Related links

• Customize your performance data
• Monitor and optimize your Google Shopping campaigns