Google Ads label performance report template. Your campaigns grouped by label, to compare your categories.

The label report adds up your campaigns by the labels you gave them. That lets you compare groups Google Ads does not know about, such as brand against generic, or one region against the rest. It opens on the last 30 days against the 30 before, with a single table.

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Last 30 days vs the 30 before
1 card
Accounts that label campaigns

Label performance

Last 30 days · 14 Sept – 13 Octvs 15 Aug – 13 SeptAcme Store

Labels

Label	Impressions	Clicks	CTR	Spend	Conversions	Cost per conversion
Intent: GenericRain Shells · Hiking Boots · Outerwear 2026 · Trail Stories	646,361	13,507	2.1%	€7,998	377	€21.21
Line: RainwearRain Shells · Outerwear 2026	282,389	7,854	2.8%	€5,272	264	€19.97
Season: AutumnRain Shells · Trail Stories	336,698	6,538	1.9%	€3,570	206	€17.33
Line: FootwearHiking Boots	250,195	3,922	1.6%	€2,401	110	€21.83
Intent: BrandBrand	8,050	2,191	27.2%	€1,292	84	€15.38

What is in the label performance report template?

One card, Labels, full width. Each row is a campaign label, with the campaigns that carry it listed under its name. It is sorted by spend and shows 25 rows, with the same columns as the ad group table: six shown, and avg. CPC, conversion rate, conversion value and ROAS to tick in if you need them.

Only campaign labels count. Labels on ad groups, keywords or ads are not read.

A campaign can count twice

A campaign with two labels counts in full under each, as in Google's own labels report. The rows can add up to more than the account. Never add them together.

Labels

Label	Impressions	Clicks	CTR	Spend	Conversions	Cost per conversion
Intent: GenericRain Shells · Hiking Boots · Outerwear 2026 · Trail Stories	646,361	13,507	2.1%	€7,998	377	€21.21
Line: RainwearRain Shells · Outerwear 2026	282,389	7,854	2.8%	€5,272	264	€19.97
Season: AutumnRain Shells · Trail Stories	336,698	6,538	1.9%	€3,570	206	€17.33
Line: FootwearHiking Boots	250,195	3,922	1.6%	€2,401	110	€21.83
Intent: BrandBrand	8,050	2,191	27.2%	€1,292	84	€15.38

Last 30 days · 14 Sept – 13 Oct · vs 15 Aug – 13 SeptAcme Store

Labels that answer a question.

The report is only as good as your labels. Group them in families, one per question you ask of the account, and give each campaign one label per family. Inside a family, no campaign should carry two labels, or the comparison stops being fair.

Intent: Brand, Generic, Competitor. The most useful family in almost every account, because brand hides how hard the rest works.
Product line: Sofas, Tables, Lighting. It answers which part of the catalogue pays for its advertising.
Region: North, South, Export. For a business whose margins or staff differ by place.
Margin: High, Medium, Low. A cost per conversion that is fine on a high-margin line can lose money on a low one.

Write each family as a prefix, such as Intent: Brand. Sort the table by label name and each family lines up together.

Copy of Label performanceCancelSave

LabelsYour campaigns grouped by label, with what they cost and bring together.

Labels settingsYour campaigns grouped by label, with what they cost and bring together.

TitleLabelsColumnsImpressionsClicksCTRAvg. CPCSpendConversionsConversion rateCost per conversionConversion valueROASTick the columns to show, at least one.Sort byLabelOrderDescendingAscendingAscendingRows shown5810152550100

How do you read a label performance report?

Compare labels within one family. Intent: Generic against Intent: Brand tells you what the account costs without the customers who already knew you. Set each label's share of spend against its share of conversions: a label that takes half the money and brings a fifth of the results is where to look first.

Then read the campaigns under each label. A campaign created last month without a label drops out of the report without a word. If a label's total looks low, check that every campaign that belongs to it carries it.

What does a label performance report show on a made-up account?

Greenhollow Garden Centre

A made-up account, for illustration

Greenhollow Garden Centre, a made-up business, labels its campaigns by intent and by season. Over 30 days, Intent: Brand spent €610 for 140 conversions, about €4.36 each. Intent: Generic spent €5,200 for 210 conversions, about €24.76 each. The account's average of €16.60 hid a generic cost nearly six times the brand one.
Under Season: Autumn, the table lists two campaigns, not three. The new bulbs campaign launched in September was never labelled. Once labelled, it joins the row, and the autumn cost per conversion rises by a third.

Which accounts is the label performance report template for?

Accounts that label their campaigns in Google Ads. Without campaign labels the table is empty. To add them, select campaigns in Google Ads, open Label and create or pick one.

Agencies use it to split a client's account by sub-brand or by the budget line each campaign belongs to. Click Customize to add a Key figures card above the table, which gives the account's true total. The table has no filters, but you can sort it by any column or by name, and download it as CSV or Excel. For campaigns one by one, use the campaigns report.

Questions about the label report template.

Anything else? Ask Oppy in the product, or write to the team.

Which labels does the label report read?

Campaign labels only. Labels on ad groups, keywords or ads are not counted.

Why do the label rows add up to more than my account?

A campaign with two labels counts in full under each one, as in Google's own labels report. Compare labels within one family and never add the rows together.

Why is my label report empty?

The account has no campaign labels, or no labelled campaign had impressions over the period. Add labels to your campaigns in Google Ads and the report fills on its next opening.