Waze Ads are unique in that they are native to our mobile app, same goes for our campaign reporting. While the main engagements (impressions, clicks, navigations, and save) are front and center, we also provide deeper understanding of user engagement by providing full funnel metrics.
How to read a weekly report
Waze Ads provides a performance breakdown and summary of your ads’ success in a weekly report. This report includes multiple tabs so here is a quick overview of the setup:
- Campaign Performance: This tab shows the overall engagement and performance of each campaign.
- Offer Performance: This tab shows the overall engagement and performance of each creative/offer.
- Ad Unit Performance: This tab shows the overall engagement and performance broken out by ad unit.
- Location Performance: This shows the same information as above but broken out per location.
Ad Manager metrics
Available metrics
- Impressions: The number of times your ads were displayed on a Wazer's screen
- Navigations: The number of times Wazers tapped "Drive There" or "Go" from your navigable ads
- Clicks: The number of times Wazers tapped on your Promoted Search, Branded Pin, or Nearby Arrow ads
- Spend: Ad spend during the selected timeframe
- Inbox Action Clicks: The number of times Wazers tapped on the inbox item's action button (opening your website or landing page)
- Ad Downloads: The number of times Wazers opened your ad's inbox item
- Inbox impressions: The number of times Wazers viewed an inbox item
- Call or URL: The number of times Wazers called your business or visited your website from your ads
- Info Button Clicks: The number of times Wazers tapped the info button from Pin and Takeover ads
- % CTR: Percentage of clicks out of impressions
- % Navigate Rate: Percentage of navigations out of clicks
- Saved Location: The number of times people saved your location, either from an ad with a "Save Location" call to action (CTA) or from ads with other CTAs
You can also view metrics for each ad format (Pin, Search, Arrow, Takeover) separately. To do so, in the Campaigns tab, click All ad formats and click the relevant ad format.