Google Ads asset report template. Your headlines, sitelinks, callouts, calls and images, and what each brought.
The Assets template lists the assets in your account (headlines, descriptions, sitelinks, callouts, calls, images and logos) with their impressions, clicks, CTR, spend and conversions. Each asset is one row, its figures added up across every campaign that uses it.
- 1 card
- Filter by kind of asset
- Last 30 days
What is in the asset report template? One table, sorted by impressions.
Each row carries a tag for its type (Headline, Description, Sitelink, Callout, Structured snippet, Call, Image, Logo and more) and, under its words, the campaigns it runs in.
Which accounts is the asset report template for?
Any account. The table reads the assets inside ads, such as the headlines and descriptions of responsive ads. It also reads those added to a campaign, an ad group or the whole account, such as sitelinks, callouts and call assets.
Assets inside Performance Max asset groups are not read here. The Performance Max template covers the asset groups themselves.
How do you read an asset report? Card by card, and what to do next.
Compare like with like
Start with the Asset kind filter. Headlines compete with headlines, sitelinks with sitelinks. A sitelink's row can include clicks on other parts of the ad it showed with, so a sitelink and a headline are not comparable. For clicks on the sitelinks themselves, the Click types template splits them out.
Headlines and descriptions
Inside a responsive search ad, Google picks which headlines to show. A headline with far fewer impressions than its neighbours is one Google rarely picks. After a month of steady traffic, replace it with a new angle (a price, a guarantee, a place) rather than a rewording of the same idea.
A pinned headline shows whenever its position does, so its impressions say little about Google's choice. Judge it on conversions.
Sitelinks, callouts and calls
An asset added at account level shows its whole reach in one row, with every campaign listed under it. A sitelink with many impressions and few conversions often points at a page that does not convert: check that page in the Landing pages template.
A call asset with many impressions and almost no conversions can mean calls are not counted as conversions at all. Check the call conversion action before you judge the asset.
What does an asset report show on a made-up account?
Brindle Pet Insurance
A made-up account, for illustration
Brindle Pet Insurance, a made-up insurer, runs four Search campaigns that share one set of sitelinks. Filtered to Headlines and descriptions, the table shows Cover From £4.99 a Month at 41,000 impressions and 96 conversions. Trusted Pet Insurance, in the same ads, sits at 3,200 impressions and 2 conversions.
Google has stopped choosing the second headline. Brindle replaces it with Vet Bills Paid Directly, a promise taken from the policy page, and adds a second price headline to test against the first.
How do you change the asset report template?
Customize saves a workspace copy, where each change below takes one setting.
- Set Asset kind on the card, then copy it: one table for headlines and descriptions, one for sitelinks, one for images and logos.
- Tick Conversion rate and Cost per conversion in the columns.
- Filter with Campaign containing on a word your non-brand campaigns share, such as Generic, to leave brand traffic out: it flatters every asset it touches.
The table reads up to 10,000 of the most-seen rows at each level (in ads, campaign, ad group and account) and shows up to 100.
Questions about the Assets template.
Anything else? Ask Oppy in the product, or write to the team.
What does a Google Ads asset report show?
Each asset in the account (headlines, descriptions, sitelinks, callouts, structured snippets, calls, images and logos) with its impressions, clicks, CTR, spend and conversions, and the campaigns that use it.
Why is one asset listed with several campaigns?
Optizads adds an asset's figures up across every campaign that uses it, so a sitelink shared by four campaigns is one row with four campaign names under it.
Are Performance Max assets included?
No. Assets inside Performance Max asset groups are not read by this table. The Performance Max template shows the asset groups with their ad strength and results.
Does it show Google's asset performance labels?
No. The table shows figures only. The labels Google gives each asset stay in Google Ads, where you can read them next to these numbers.
Why does an image show No name?
Google keeps some images without a name or text. The row still counts, with its type tag and its figures.
Put Oppy to work on your account.
Create your account and connect Google Ads. Your first audit arrives in minutes, your first tasks soon after. 14 days free, no card.
- Every change logged in History
- Any account size