Google Ads click types report template. Where people click on your ads, and the interactions Google does not charge you for.
The click types report splits your clicks by the part of the ad people clicked: the headline, a sitelink, the call button, directions, a Shopping ad and more. It opens on the last 30 days against the 30 before, with one table for the whole account.
- Last 30 days vs the 30 before
- 1 card
- Any account
What is in the click types report template?
One card, Click types, full width, for the whole account. It is sorted by clicks and shows 15 rows. Shown by default: clicks, impressions, CTR, spend and conversions. Conversion rate, cost per conversion and conversion value can be ticked in. Click types with no click and no impression are left out.
The rows are named in plain words: Ad headline, Sitelinks, Calls, Tracked call, Directions, Business location, Shopping ad, Ad image, Price, Promotion, Lead form, Website from the video, Performance Max and Other.
How do you read a click types report?
The headline and the rest
Most clicks usually land on the headline. When sitelinks take a large share, they are doing real work: the assets template shows which ones. When they take almost none, they may be too generic to tempt anyone.
Calls, directions and the business location
A call from the ad's button often converts far better than a headline click for a local service. Judge each row on its conversion rate, and only then on its clicks. Directions and business location clicks are people on their way to you. They rarely end in an online conversion, so a row with clicks and no conversions here can still be worth its money.
Do not add up the impressions
One impression can count under several click types. An ad shown with its sitelinks counts an impression for the headline and one for the sitelinks. The column adds up to more than the account's impressions, so read the CTR of each row on its own.
The spend column
A click type with clicks and no spend is an interaction Google did not charge for. The rest are charged as clicks on the ad.
What should you do after reading a click types report?
If calls convert best, make sure your call asset runs whenever someone can pick up the phone, and check the missed calls in the call details template. If sitelinks bring clicks but few conversions, point them at pages that answer the question their text asks. If the Performance Max row is large, read that campaign's own reports: Google does not split those clicks further.
What does a click types report show on a made-up account?
Rapid Locksmiths
A made-up account, for illustration
Rapid Locksmiths, a made-up firm, serves one city. Over 30 days its table shows Ad headline with 52% of clicks and a 6% conversion rate, Calls with 38% of clicks and a 31% conversion rate, and Directions with 4% of clicks and no conversion.
The calls are where the jobs come from. The call details template shows a third of evening calls missed. The firm moves its evening budget to the hours its night locksmith is on duty, and keeps the directions clicks, which bring walk-ins to its key-cutting counter.
Which accounts is the click types report template for?
Any account. It says the most on accounts that use assets: sitelinks, calls, locations, prices or promotions. The table covers the whole account and has no campaign filter. Click Customize to tick in cost per conversion, show more rows or add a Devices card under it, since calls and directions come mostly from phones.
Questions about the click types report template.
Anything else? Ask Oppy in the product, or write to the team.
Why do impressions add up to more than my account's total?
One impression counts under each click type that was shown with the ad, such as the headline and the sitelinks. Read each row's CTR on its own rather than adding the column up.
Which click types can appear?
Ad headline, Sitelinks, Calls, Tracked call, Directions, Business location, Shopping ad, Ad image, Price, Promotion, Lead form, Website from the video, Performance Max and Other, depending on what the account runs. A rarer type keeps Google's own name.
Am I charged for every click type?
Not always. The Spend column tells you: a click type with clicks and no spend is an interaction Google did not charge for.
Can I see click types for one campaign?
This template covers the whole account and has no campaign filter. For one campaign's assets, use the assets template with its campaign filter.
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