Google Ads offers a variety of reports to help provide deep insights into your advertiser campaigns. These highly customisable reports deliver granular data across various metrics, including clicks, impressions, conversions, costs and more.
Demand Gen campaigns help drive demand and business results on YouTube and on Google’s most browsable and entertainment-focused surfaces, including Google Discover and the Gmail social promotions tabs. By using Google AI, image and video ads from a single campaign can optimally serve on multiple surfaces. This article describes some metrics and reports available for Demand Gen campaigns.
What you’ll find in your Demand Gen campaign report
Overview page
Use the Overview page to find campaign and ad-group level reporting on:
- Diagnostic insights
- Performance graph
- Campaign summary
- Video analytics
- Top ads
- Campaign recommendations
- Conversions card
- Continued draft
- Demographics card
General reporting
Google ads offers a variety of reports to help provide deep insights into your advertiser campaigns. These highly customisable reports deliver granular data across various metrics, including clicks, impressions, conversions, costs and more.
Reporting segmentation
Segment your reports by their time, device, click type and other variables to help you achieve a granular understanding of your campaign’s performance. For Demand Gen campaigns, you can also segment your reports by their different ad formats, such as:
- In-feed: YouTube feeds (Watch Next, Home, Search), Gmail and Discover feed
- Shorts
- Skippable in-stream
Asset reporting
Your assets page can provide asset reporting at the channel level, campaign level, ad level and multi-campaign level. With asset reporting, you can review performance of ad assets like image, video, description, headlines and CTA along with performance and conversion metrics.
Learn more About asset reporting for Demand Gen campaigns.
In asset reporting, you can also analyse additional video details by visiting the videos page. Here you can check video-only assets and metrics, such as co-viewed impressions and YouTube earned actions. Drill further into the video with the Analytics tab to view powerful metrics like audience retention, which shows you the percent of viewers that made it to each second of your video.
Learn more about how to Measure video performance with video analytics.
Attribution reporting
When you've set up conversion tracking, you'll have access to attribution reports, a convenient set of reports about your conversions, which are important actions that your customers take on your website, such as a purchase or email sign-up. Learn more About attribution reports.
Audiences reporting
To understand how your campaigns and ad-groups are performing, read the Audience asset and Audience persona insights.
'Where ads showed' reporting
The 'Where ads showed' report allows you to gain insights into where your ads served on YouTube. Specifications on how it operates for both video, image and product ads:
- YouTube channels or videos for YouTube Watch page
- YouTube channels or videos before the ads on YouTube Shorts
- YouTube ads that do not run on the YouTube Watch page, like the YouTube Home feed, are reported under YouTube.com
- No reporting for Gmail or Discover
Metrics Definition
Here is a breakdown of how metrics are calculated:
| Metric | Definitions by format or creative type |
|---|---|
| Engagements column |
Image (single and carousel):
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Video (single and carousel):
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| Views column |
Image (single and carousel):
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Video:
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| Clicks |
Image (single and carousel):
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Video:
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| Interactions column |
Image:
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Video:
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** Clicks to the watch page are counted as views. For a more detailed breakdown into YouTube metrics, see here.
