Asset reports can provide a comprehensive view of asset performance across your Demand Gen ads and campaigns. You can track asset performance for specific ads and learn how assets are performing in multiple ads across your different Demand Gen campaigns.
The asset report lists each asset so you can compare performance between assets in your different ads and campaigns. Over time, you'll be able to make strategic decisions about your assets, such as which ones to rotate, remove or improve. This will help you focus on creating assets that are more likely to deliver better performance.
There are many performance metrics available to an advertiser for analysing their assets. These are the default columns set in your asset report:
Clicks
This column displays the number of clicks your assets have received within your Demand Gen ads. When someone clicks any part of your ad, such as the headline, description, image, logo or call to action, that drives to an external website, Google Ads counts that as a click. For video, that means clicks that pause the video or take a user to the video watch page are not counted as clicks. Learn more about YouTube metrics and Clicks.
- A click is recorded even if the visitor isn’t able to access the website, possibly because the website is temporarily unavailable. As a result, you might find a difference between the number of clicks on your ad and the number of visits to your website.
- Total clicks from all the assets for an ad may be higher than the actual clicks for that ad. This happens as your Demand Gen campaign creates responsive ads that have multiple combinations.
Example
Let’s assume that one headline was shown with five different images in five clicked ads. In this case, you’ll find that:
- The headline will show five clicks (one for each ad click)
- Each image will show five clicks (one for each ad click)
Adding both the numbers gives 10 clicks when there were only five clicks.
Click-through-rate (CTR)
This column displays the number of clicks that your asset receives divided by the number of times that your asset is shown.
CTR = clicks ÷ impressions
For example, if you have 10 clicks and 100 impressions, your CTR will be 10%.
CTR can be used to gauge which of your assets are successful for you and which need to be improved. Each asset has its own CTR. Learn more about Click-through-rate (CTR).
Impressions
This column displays how often your asset is shown. An impression is counted each time your asset is shown in an ad on YouTube, Gmail and Discover. Learn more about impressions.
All conv. value
This column gives you a view of the total conversion value that your Demand Gen ad assets drive. It provides a broader view of how your ad is performing. This column includes any conversion value that you've chosen not to include in your 'Conv. value' column.
If you find that your assets perform poorly, review our best practices checklist and creative asset guidelines to help you develop high quality assets more likely to deliver stronger results. Learn more about how to boost ad performance with our tips and recommendations for asset reporting.
View asset reports for ads in a specific campaign
- In your Google Ads account, click the Campaigns icon
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- Click the Campaigns drop-down in the section menu.
- Click Campaigns.
- Find and select the relevant Demand Gen campaign.
- Click the Ads drop-down in the section menu.
- Click View asset details on the relevant ad.
What you’ll find in your ad level asset report
Details about your Demand Gen ads
At the very top of the report, you’ll find the status of each ad, its name and time frame. If one or more of your assets violates or is limited by an Ads policy, you may also find information regarding that here.
Ad strength
At the top of the report, you’ll also find ad strength information on your ad. Ad strength provides guidance on how well your ad follows best practices. A higher ad strength will help maximise the performance of your ad.
Learn more about Ad Strength for Demand Gen campaigns.
Filters
If you have a long list of assets, you can filter by enabled state, asset type and performance. You can also adjust your report view or download the report.
Assets
In the 'Assets' column, you’ll find:
- The content of each asset (such as text or image thumbnail)
- If applicable, asset dimensions for images or video
Asset type
The 'Asset type' column defines how each asset is used. Here are the kinds of assets that you might find:
- Headline
- Description
- Image
- Video
- Logo
Edit
From the asset report, you can make changes directly to the ad without leaving the report. Selecting the green circle status icon , you can remove the poor performing asset immediately from the ad. After removing, you can’t add back the asset from this page.
You can also edit text assets directly by selecting the pencil icon next to the respective asset.
View multi-campaign asset reports
To view your asset report, follow these instructions:
- In your Google Ads account, click the Campaigns icon
- Click the Assets drop-down in the section menu.
- Click Assets.
- In the sub-navigation options under Assets, select Assets for the Table view drop-down and Demand Gen for the Campaign type drop-down.
What you’ll find in your multi-campaign asset report
Filters
You can filter by conversions, asset type and performance. You can also filter by attributes like asset type, used-by and asset name.
The multi-campaign asset report will include the below mentioned metrics and properties of your assets by default.
- Asset name
- Used by
- Asset type
- Clicks
- CTR
- Impr.
- All conv. Value
To add or remove new columns to the report, click on the Columns icon 
Download
You may choose to download the asset report for sharing or analysis. You can download the report to a wide range of formats like .csv, .tsv, .pdf or even to a Google Sheet.
You also have the ability to email the report, either immediately or on a schedule. The scheduling option allows different settings. Only valid email addresses with account access can receive the reports.
