By: Jyll Saskin Gales, Google Ads Coach

Have you ever launched a Demand Gen campaign and wondered if your ads were actually appearing on Gmail? It's a common question, especially since there isn't a dedicated placement report to track where your ads are being served. But don't worry, there's a workaround you can use to shed light on your Gmail ad performance.

Note that this only works within a Demand Gen campaign, not within a Performance Max campaign.

The Workaround: View Asset Details

The secret to uncovering your Gmail ad performance lies within the 'View Asset Details' section. Here's how it works:

1. Navigate to Your Demand Gen Campaign: Head to your Google Ads account and find the specific Demand Gen campaign you want to investigate.
2. Click on 'View Asset Details': Within the ad itself, locate and click on the 'View Asset Details' option.
3. Turn on the 'Engagements' Column: Make sure you have the 'Engagements' column activated within your Demand Gen campaign. This will provide crucial information about your Gmail ads.

Decoding the Metrics: Clicks, Engagements, and Interactions

Now that you have the 'Engagements' column enabled, it's time to decipher what the data means:

• Engagements: In the context of image assets in a Demand Gen campaign, an engagement typically means someone clicked on your Gmail ad to open the email. While engagements can also occur on Discover feed image assets, this is a rare occurrence. So, if you see engagements on your image assets, it's a strong indicator that your Gmail ads are being served and clicked on.
• Clicks: For Gmail ads, a click signifies that the user not only opened the email but also clicked on a link within it to visit your website.
• Interactions: This is a broader category that includes both clicks and video views. Remember, a view counts as someone watching at least 30 seconds of a video ad.

Gmail Ads: A Unique Experience

Gmail ads in Demand Gen campaigns offer a distinct user experience. Unlike traditional ads that directly link to your website, Gmail ads first entice users to open an email, then click a link in the email. This two-step process allows you to provide more context and information before users take the final step of visiting your website.

Eager to master the ins and outs of Google Ads? Subscribe to my free Google Ads newsletter, The Insider, for expert tips, strategies, and insights to uplevel your campaigns.