Tracking Gmail Ad Performance in Demand Gen Campaigns

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.