Manage Google Ads sitelinks

Report on Google Ads sitelinks data

Search Ads 360 provides a couple of ways to view performance data about sitelinks:

  • Segment the Campaigns or Ad groups tab
    This view compares metrics across campaigns and ad groups. For example, you can see that "Sitelink A" generated 50 clicks for "Campaign 1" and 300 clicks for "Campaign 2".
      
  • Scope to an engine account, campaign, or ad group, and view the Sitelinks tab.
    This view summarizes each sitelink's metrics for the current scope. For example at the account level, you can see that "Sitelink A" generated 350 clicks while "Sitelink B" generated 500 clicks.

Segment the Campaigns or Ad groups tab

To compare how sitelinks are performing in each campaign or each ad group:

  1. Navigate to a Google Ads engine account.

    Steps for navigating to an engine account
    1. In the left navigation panel, click All accounts.
      What if the left navigation pane isn't visible?

    2. Click the navigation bar to display navigation options.

    3. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    4. In the "Advertiser" list, click on the advertiser that contains the engine account.

    5. In the "Account" list, click on the engine account.

    6. Click Apply or press the Enter key.

    Search Ads 360 displays the engine account page.

  2. Click the Campaigns tab or Ad groups tab.

  3. Click the Segment button, which appears above the performance summary graph.

  4. In the Segment panel, click the + Segment list and select Sitelink extension.

  5. Click Apply
    DS adds the Sitelink text and Clicks with extension showing columns to the reporting table.

  6. To view conversion data attributed to the sitelinks, from the View menu above the reporting table, select Actions or Sales.
  7. Optionally customize the metrics that are displayed in the report.

    For example, if you use Floodlight activities to track conversions, you can add custom Floodlight columns to display the conversions that are associated with each sitelink.

Set the scope and view the Sitelinks tab

  1. Navigate to an engine account, campaign, or ad group.

  2. Click the Extensions▼ tab and select Sitelinks.

  3. Optionally customize the metrics that are displayed in the report.

    For example, if you use Floodlight activities to track conversions, you can add custom Floodlight columns to display the conversions that are associated with each sitelink.

Sitelink metrics in campaigns ad groups

Metrics are reported only for sitelinks that are applied directly to a campaign or ad group. If a campaign or ad group inherits sitelinks from the account or campaign, you won't see sitelink metrics when you scope to the campaign or ad group and select the Sitelinks tab.

Download the data

Once you’ve found the data you want to analyze, you can download the data in a variety of formats. Learn more about reporting in Search Ads 360.

Why does the data about clicks in Google Ads not match Search Ads 360?

By default, Google Ads aggregates the data associated with headline clicks and sitelink clicks. Search Ads 360 does not aggregate headline clicks with siteline clicks. That is, in Search Ads 360 the Sitelinks tabs and the Campaigns and Ad groups tabs segmented by sitelinks display data about sitelink clicks only.

To see sitelink-specific data in Google Ads, segment the reporting data in Google Ads by This Extension vs. Other. This is expected to match with the data in Search Ads 360 reports. Note that Search Ads 360 doesn't support click type segmentation. 

Are actions from sitelinks included in the total actions on the campaign and ad group reports?

Yes, if you aren’t segmenting the report. That is, if you navigate to a Google Ads engine account, click the Campaigns tab or the Ad groups tab, and select the Actions view, the Actions column counts actions from sitelinks along with actions from keywords and elsewhere. For example, if an advertiser has 50 actions attributed to sitelinks and 100 reported at the campaign level, then there were 100 total actions - 50 from sitelinks, and 50 from elsewhere.

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