Segment Google Ads reports by type of click

Get more information about the performance of your ads by segmenting the data for your Google Ads campaigns and ad groups by click type. That is, see which component of the ad (headline, phone call, sitelink, or offer) customers clicked, and see the stats for each type of click.

The following engine stats are available for each type of click:

• Clicks
• Impr
• Cost
• CTR
• Avg CPC
• Avg pos
• Conversions
• Visits

Segment data by click type

1. Navigate to a Google Ads engine account or campaign:

   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.

   Steps for navigating to a campaign

   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 that contains the campaign.

   6. In the "Campaign" list, click on the campaign.

   7. Click Apply or press the Enter key.

   Search Ads 360 displays the campaign page.

2. On the Campaigns, Ad groups, or Ads tab, click the Segment button above the performance summary graph.
3. In the segment panel, next to +Segment, click the down arrow, and then click Click type.

4. Click Apply.

   The reporting table lists stats by click type.

How to interpret and display certain stats

Interpret click type performance

The performance of a single click type such as a sitelink, only shows how that individual component performed. It doesn't show how the ad that includes the sitelink performed or how the sitelink made other parts of the ad more attractive.

When evaluating performance, review the performance of the click type and the overall performance of the ad with and without the click type.

Display conversions and visits stats

To display Google Ads conversion and visit stats in Search Ads 360, you are required to enable auto-tagging for your Google Ads accounts. Search Ads 360 reports conversion and visit stats from the day auto-tagging is enabled. If auto-tagging was enabled before you segment the report by click-type, Search Ads 360 can report on the past 90 days of conversion and visit stats. Learn more about auto-tagging and its effect on conversion and visit stats.

 

 

Notes:

• The Impressions column reflects how often an ad was served with a particular type of click. Because ads can include multiple click types, impressions may be counted more than once, yielding an inaccurate total for the column.
• Click-type engine stats for Avg CPM, and for other types of stats, such as Google Analytics, are not supported.
• You can also apply a dimension to group the data by click type.

 

Remove the click-type segmentation 

1. Navigate to a Google Ads engine account or campaign.

   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.

   Steps for navigating to a campaign

   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 that contains the campaign.

   6. In the "Campaign" list, click on the campaign.

   7. Click Apply or press the Enter key.

   Search Ads 360 displays the campaign page.

2. On the Campaigns, Ad groups, or Ads tab, click the Segment: click type  button above the performance summary graph.

   If more than one segment is applied, the Segment button includes the number of active segments rather than click type.

3. In the segment panel, next to Click type, click the X and then click Apply.