Introduction to the Ad Experience Report

Watch a video: Introduction to the Ad Experience Report

Introduction to the Ad Experience Report

How do I access the Ad Experience Report?

  1. Visit
  2. In the left-hand panel, under "Ad Experience," select Desktop or Mobile to view the Report for each environment.
  3. If you have more than one site property verified with Search Console, select the one whose ad experiences you want to view.

Learn more about accessing and using the Ad Experience Report.

What is an ad experience?

An ad experience is the combination of site layout and behavior, and content and ads that your users are exposed to. An ad experience can be a direct result of the creatives trafficked on your pages (for example, autoplaying video ads with sound) or with how ads are implemented on your site (for example, high ad density on mobile devices).

Research shows that ad experiences that are highly annoying or distracting may discourage visitors from returning to your site.

For the purposes of the Ad Experience Report, an “Ad” is promotional content displayed on a website as the result of a commercial transaction with a third party.

Which ad experiences annoy my visitors?

Research indicates that users are not annoyed by all ad experiences, but by those that have certain attributes. For example, ad experiences that interrupt, distract, or prevent user control were found to be annoying, while ads that seamlessly coexist with content were strongly preferred.   

See the list of ad experiences identified by the Ad Experience Report.

Why is Google doing this?

The Ad Experience Report lists ad experiences on your site that are identified as violating the Better Ads Standards, a set of ad experiences that the Coalition for Better Ads has determined to be highly annoying to users. By fixing these ad experiences, you’ll increase your visitors’ enjoyment of your site and the likelihood they’ll return. You’ll also help improve the overall health of the online ecosystem.

How does the Ad Experience Report work?

If your site has been reviewed, and the status is "Failing," the Ad Experience Report lists the ad experiences that we found on your site that are likely to annoy or mislead your visitors. (Note that there may be other annoying or misleading ad experiences on your site that we did not find during the review.) For each listed ad experience, we include a brief definition and the URL of the page where it was found. When possible, we also include images and/or a short video that shows how the ad experience looked on your site. 

For example, you might see “Autoplaying Video Ads with Sound,” along with a description, the URL of where the ad experience was found and, if available, a video of how the ad experience looked on your site.

Once you’ve determined the cause of the bad ad experience, fix the issue. When you’re done fixing all ad experiences, request another review of your site.

Learn about accessing and using the Ad Experience Report.

How do I fix the issues?

In general, work with your webmaster or your ad operations specialist, though workflow will depend on both how your organization is set up and the specific ad experience. Once you’ve fixed all the issues, you should submit your site for review. Note that doing so implements a review of the entire site domain, not just the subdomains for which you are registered.

Then it’s on us—we’ll review your site again and let you know if there are any remaining issues. 

Learn more about fixing issues and submitting for review.

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