To understand which of your assets are driving the most conversions/value for your campaign(s), you will now be able to add conversion metrics to your Performance Max asset group details report, asset report, and asset associations report. The conversion metrics will be available for both advertiser uploaded and automatically created assets.
Keep in mind assets with fewer conversions may still be helping you achieve your campaign goals. Always add the maximum number of assets and replace underperforming assets regularly.
Performance Max available conversion metrics
You can add conversion metrics to your Performance Max assets report that offer insights into your asset’s conversion performance.
- Conversions (“Conversions”) shows the number of conversions you see after ad interactions (such as text ad clicks or video ad views) from all actions you’ve included in the column. The “All conversions” setting for each action determines if the action’s conversions are determined there. Performance Max optimizes the conversions in this column. Conversion data for some asset types are not available now. We’ll improve them over the next few months. This column shows by default in your asset report.
- Conversion value (“Conv. value”) is the sum of conversion values for your conversions. When an ad drives a conversion, each asset in the ad group gets credited for that conversion value. That means you can't add up all the conversion value numbers in this asset report to get the total conversion value for the asset group. This column shows by default in your asset report.
- Value/conversions (“Value/conv.”) is the conversion value decided by “Conversions.” This column is optional and can be added.
How to view conversion metrics by asset
- In your Performance Max campaign, go to the “Campaigns” tab.
- Click the Asset groups tab.
- In the “Asset” tab, click the View details link.
- On the “Assets” tab, click the columns icon
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.Select the relevant conversion metric and click Apply to add it to the table.
Evaluate asset performance
How should I interpret asset conversion level reporting with performance labels?
The best practice is to use both the Performance Label and Conversion data to inform your creative optimization decisions. The Performance Label (Best, Good, Low) will give you a relative performance of the assets among the same type of asset. “Best” means the asset served the most and triggered user action toward the best performance of your campaign goal. “Low” means it didn’t perform well among the same asset types. We recommend first optimizing for the maximum number of assets recommended, and then updating or replacing the assets with “Low” Performance Labels, especially those with 0 or fewer conversions.
Keep in mind, Google automatically optimizes toward the best-performing assets and the most impactful action you can take to improve performance is to add the maximum number of assets for each asset type. Once you’ve done this, we recommend replacing assets with “Low” performance labels.
