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:

Go to Assets within the Campaigns menu .
To display statistics for each asset type:
- Select the Asset type drop-down menu next to the filter icon , and choose the asset type. You can choose to display detailed or aggregated statistics:
  1. To view statistics for each association of each asset, along with the corresponding ad group, campaign, or account, select the Associations tab.
  2. To view aggregated data for each asset, select the Performance tab. Each asset will appear in its own row, including assets that have yet to accrue any statistics.

How to interpret individual and total rows in the table report

Each "total row" in the report may not match the sum of the individual rows of the same asset field type because the "total row" shows data with duplicate field types removed.

Row

Data represented

Individual sitelink asset

Number of impressions shown for the specific sitelink

Total: Sitelink

Number of distinct impressions that contain a sitelink. The total shown here may not match the sum of the individual asset rows because this total row excludes duplicates.

Example: If 4 sitelink assets were served together, the individual sitelinks will be shown in the table as having 1 impression each. However, the total row will show only 1 impression because these 4 sitelinks were served together in 1 ad.

Here's what the columns on the "Assets" page show:

Status: Shows if your ad assets are marked "Eligible" or "Not eligible". 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 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. 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).

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 “Assets” section of Google Ads:

Go to Assets within the Campaigns menu .
Select the More 3-dot icon at the top right of the table, then select Account-level automated assets.
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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