Measure ad asset performance

If you've added assets to your ads—a phone number, for example, or a link to your website—you can check how these assets are performing. Just visit your Google Ads account to check how many clicks and impressions your ad asset has received, its related costs, and other statistics. This data can help you decide which types of ad assets work best for your ad, and when it's time to add or remove an existing ad asset.

Find your ad asset statistics

Use the "Assets" page to view statistics for all of the ad assets for your account, campaigns, and ad groups. You can also manage your assets on this page.

Find the Assets page and view your statistics:

  1. Sign in to your Google Ads account.
  2. Click Ads & assets on the page menu, then click Assets on the subpage menu.
  3. The "Assets" page first displays the summary view which groups asset types as a list of cards. You can switch to table view by clicking the table icon Image of table icon at the top.
  4. To display statistics for each asset type:
    • In summary view, select the card for the asset type.
    • In table view, click the Asset type drop-down menu next to the filter icon Filter, and choose the asset type. While in table view, you can choose to display detailed or aggregated statistics:
      • To view asset statistics for each association of each asset, along with the corresponding ad group, campaign, or account, select Associations view from the drop-down menu on the right.
      • To view aggregated data for each asset, select Assets view. Each asset will appear in its own row, including assets that have yet to accrue any statistics.

The total row in the report may not match the sum of the individual rows because the total row shows data with duplicates removed. An ad asset can be shown alongside other ad assets so if multiple assets are served together, each ad asset will report the same ad impression or click in the individual rows of the table view. However, the total row at the bottom of the table view will show the data with duplicates removed. For instance, if 4 sitelink assets were served together, the total row will only show one impression, but each of the 4 sitelinks presented in the table format will also show one impression each in their respective row.

Ad asset statistics are available for ads that appear on Google Search, Google's search partners for mobile, and, in some cases, the Google Display Network.

Here's what the columns on the "Assets" page show when you switch to table view:

  • Status: Shows if your ad assets are marked "Approved" or "Disapproved". Eligible ad assets will only appear with your ads when they're relevant and the associated ad is also eligible to run. Learn how to Fix a disapproved ad
  • Clicks: How many clicks your ad received when it was displayed with a particular asset type. This number combines clicks on the ad headline and on the ad asset, if applicable. To view clicks on just the ad asset, click the segment icon Segment and select Click type.
  • Impressions: The number of times your ad appeared with the ad asset.
  • Clickthrough rate (CTR): The number of clicks your ad received divided by the number of times your ad was shown with the ad asset.
  • Cost: The total cost of clicks on your ad when it appeared with the ad asset. Learn more about your actual click costs
  • Avg. position: The ad's average position on search results pages when shown with the ad asset.
  • Avg. cost-per-click (CPC): The average amount you pay for each click when the ad appears with the ad asset. Average CPC is determined by totaling the cost of all clicks and dividing it by the number of clicks received.

Tip

  • Enable the "Policy details" column to read information about why your assets are disapproved or limited based on our advertising policies.
  • The statistics table at the "All Campaigns" view will show all of your existing assets, even if they haven't accrued impressions or clicks. (Your performance metrics may appear as "0" in the statistics table). However, when you view the statistics table for a specific campaign, performance data will only appear within the table for those ad assets that have received impressions or clicks.

The account level automated assets report

Use the "Account level automated assets" page to show more specific data for ads with account level automated assets.

Monitor your account level automated assets performance

The “Clicks" column of the account level automated assets report counts clicks on your ad headline when your account level automated assets appear with it.
You can access your account level automated assets in the “Ads & assets” section of Google Ads:
  1. Click Ads & assets on the page menu, then click Assets on the subpage menu.
  2. Select Account level automated assets at the bottom of the page. Note that you must be in summary view to access Account level automated assets.
  3. The page displays a statistics table that contains data on the performance of your ads when the account level automated asset appears.
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