Asset optimisation is key to the success of your Performance Max campaigns. To evaluate campaign success and maximise performance, you can review performance metrics and top ad combinations at the asset-group level for your campaigns.
When you review your asset group level performance data, you’ll better understand how your asset groups are performing towards your campaign-level goals. You can use this data alongside your asset or combination reports to improve and add assets that drive results for your campaign. Learn more About asset reporting in Performance Max.
On this page
- How it works
- What you'll find in your asset group reporting
- What you can find in your asset reporting
- Recommended metrics
- Best practices
Before you begin
You’ll need to set up a Performance Max campaign to view your 'Asset group' report. Learn more About Performance Max campaigns.
Asset group reports
How to find the asset group details report
To view your Asset group details report, follow these instructions:
- In your Google Ads account, click the Campaigns icon
.
- Click the Campaigns drop-down in the section menu.
- Click Campaigns.
- On the 'Campaigns' page, select the Performance Max campaign that you’d like to view.
- Click the 'Asset groups' tab.
- In the top right-hand corner, switch the page view from 'Summary' to 'Table'.
- To view additional columns, click the Columns button, then click Modify columns. You can browse through available metrics and click Apply to view these as columns on your report.
- Note: By default, all asset group level assets will appear first, and everything else in the report will remain constant. The level column only appears by default if you have asset group level assets without campaign or account level assets.
.What you'll find in your asset group details report
You can review your 'Asset group details' report in Google Ads to understand metrics and data that can help you improve your assets and advertising strategies. Some metrics are available by default, so if you’d like to add or remove metrics, click the 'Columns' icon, select the 'Modify columns' option, and select and save the metrics that you’d like to view in your report.
What you can find in your asset reporting
Filters and download
If you have a long list of assets, you can filter by asset type, policy approval status and performance. You can also expand your report view or download the report.
Assets
In the 'Asset' column, you can find:
- The content of each asset, such as text, image and video thumbnails
- Asset dimensions for images, if applicable
Used by
In 'Used by' you can find the number of asset groups which are using the asset, by hovering over the number and you can view the list of asset groups that currently use the asset in question.
Asset type
The 'Asset type' column defines how each asset is used. Here are the assets that you can find:
- Description
- Headline
- Long headline
- Image
- Logo
- YouTube video
Assets performance rating in Performance Max campaign
The 'Performance rating' maps the performance of an asset for the last 30 days and performance has been segregated in various categories. You can also check other ratings as pending, not applicable and not enough data on the performance column. Hovering over a '%' in a specific rating column highlights the asset groups that this asset has the rating in. This shows how your asset is performing on average across all asset groups that it is utilised in:
|
Asset performance rating |
Description |
| Best |
One of the highest performers of all assets of the same type on one or more properties |
| Good | An asset performs well enough compared to all other assets of the same type |
| Low | A low-performing asset compared to all other assets of the same type across properties |
|
Not applicable |
The asset can’t be rated for a variety of reasons, such as HTML 5, auto linked or disapproved. |
| Pending | The asset is new or has recently been activated in an asset group and we don’t have a performance rating yet |
|
Not enough data |
The asset doesn’t have enough data to calculate scores. This could be because of one of these reasons:
|
Source
The 'Source' column indicates if an asset was uploaded by an advertiser or is automatically created or enhanced.
Recommended metrics
Google recommends that you use specific metrics to gain insightful data from your asset group reporting. If you’re not sure where to start when you’re setting up your asset group reporting, consider adding the following metrics.
Conversions
Conversions are actions that are counted when someone interacts with your ad or free product listing and then takes an action that you’ve defined as valuable to your business.
When you measure your conversions, you can better understand the number of customers who action on your ad after being served an ad formed of assets from your Performance Max asset group.
Conversion value (if measured)
If your conversion goals also measure conversion value, this can help you measure and optimise the true business impact of your ad campaigns more accurately.
Conversion rate
Your conversion rate is the average number of conversions per ad interaction. You can use conversion tracking in your account to measure conversion rates shown as a percentage.
When you measure your conversion rate, you can compare assets in your asset group to ensure that the highest performing assets continue to be served.
Cost per conversion
Your cost per conversion is how much, on average, each of your conversions cost. It’s calculated by dividing your total cost by the number in your 'Conversions' column.
When you measure your cost per conversion, you can compare assets in your asset group to ensure that the money you spend is yielding results.
Performance Max conversion metrics
You can add conversion metrics to your Performance Max asset report that offer insights into your asset’s conversion performance.
How to find the asset group 'Combinations' report
The asset group 'Combinations' report for Performance Max campaigns allows you to view the top-performing asset combinations for each asset group in a Performance Max campaign. It also helps you visualise how your creatives serve as ads by showcasing a variety of top performing asset combinations from each asset group.
The 'Combinations' report categorises asset combinations by asset types such as text, images and videos, and lists out the six best combinations in each category so that you can focus only on your top ads. Using the 'Combinations' report, you can also preview how your asset combinations would look on different channels such as Search, Display, YouTube, Gmail, Discover and more.
To find the 'Combinations' report for your Performance Max campaign, follow these instructions:
- In your Google Ads account, click the Campaigns icon
- Click the Campaigns drop-down in the section menu.
- Click Campaigns.
- On the 'Campaigns' page, select the Performance Max campaign that you’d like to view.
- Click the 'Asset groups' tab.
- From the asset group card, click View details.
- On the 'Asset report' page, click the Combinations tab.
- You'll have 18 tiles displaying the top six combinations for text, image and video assets, ranked by performance.
- Click Preview ads on these tiles to preview the asset combinations on different networks.
Best practices
To make the most of the data in your asset group report, consider the following:
- Continue campaign-level evaluations: It’s recommended that you continue to evaluate the performance of your campaigns at the campaign-level because the algorithm will be optimised against your conversion objectives.
- Evaluate your conversion metrics carefully: It’s recommended that you remain attentive when evaluating your average cost per action (CPA) or conversion value per cost (ROAS) at the asset group level, as asset groups with higher CPA or lower ROAS contribute to achieving your campaign goals. You can maximise your assets and asset groups to create a more successful campaign. Learn more about Optimising for marginal ROI instead of average ROI.
- Leverage additional insights in Google Ads: To gain additional understanding of how your assets and asset groups are performing, for example, which audiences are your ads resonating with, review your audience insights in Google Ads alongside your 'Asset group' report.
