Waze Local has a new name. Introducing Waze Ads Starter. Learn more about this update here.

About metrics

This article describes the different metrics used to analyze the performance of your ads on Waze. Learn how to measure success based on your campaign goals.

We recently made improvements to the Dashboard. Prefer the classic experience?

Click Switch to Legacy in the top bar of the Waze Ads homepage. 

Where to find metrics in Waze Ad Manager

In the Overview tab

Impressions

The Impressions tab displays the number of times your ad is displayed to Waze drivers. This graph can help you identify daily traffic trends around your locations (for example: weekend vs. weekdays).

Engagements

The Engagements tab displays the total number of interactions Waze drivers have with an ad format, including clicks, navigations, and calls. 

  • Clicks: The number of times Waze drivers tapped on your Promoted Search, Takeover, Pin, or Arrow ads
  • Navigations: The number of times drivers navigated to your business

Spend

  • Total spend: How much your ads spent during the selected period
  • By ad format.: How much your spent per day during the selected period, on average

Audience

The percent of impressions delivered from each operating system (Android/iOS)

Top performing campaigns

Your top performing campaigns based on the chosen metric (impressions, clicks, navigations)

Performance by day of week

A graph display of the performance of all campaigns by the day of the week for each metric metric (impressions, clicks, navigations). This graph can help you identify daily traffic trends around your locations (for example: weekend vs. weekdays).

Top performing locations

Your top performing locations based on the chosen metric (impressions, clicks, navigations)

Click Add a new card to add/remove the metrics on this page. 

In the Manage tabs

Each of the metrics below, are available in all Manage tabs–Campaigns, Ads and Locations. In each of the tabs, the same metrics measure the stats of the ad component you're currently on.

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.
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