To give you more granular insights into how your ads perform across different experiences, Google Ads now offers the ability to segment your reports by "Ad format”. This new dimension allows you to view how your metrics vary depending on where and how your ad was shown, such as skippable in-stream, non-skippable in-stream, Shorts, or in-feed.
On this page
- Benefits
- How to use ad format segmentation
- Supported campaigns
- Available ad formats
- Key metric changes and considerations
Benefits
- Deeper performance insights: You can understand which formats drive the most impressions, views, clicks, and conversions for your campaigns.
- Creative optimization: You can identify which ad formats work best for your creative assets, helping you tailor content for better engagement.
- Placement verification: You can confirm how your ads are distributed across various surfaces, particularly in campaigns designed to run across multiple formats like Video Reach and Video View campaigns.
- Informed budgeting: You can make smarter decisions on where to allocate your budget based on format-specific performance.
How to use ad format segmentation
You can segment your performance data by ad format in a couple of places:
- Report editor: When building a custom report, you can add "Ad format" as a row or column to break down your selected metrics by each ad format.
- Campaigns tables: In the main statistics tables for Campaigns, Ad groups, Ads, and Videos, select the Segment icon
, and select Ad format from the dropdown menu.
, and select Ad format from the dropdown menu.Supported campaigns
This segmentation is available for:
- All Video campaign types (such as Video Reach campaigns, Video View campaigns, Reservation campaigns) except Video Action Campaigns (VAC)
- Demand Gen campaigns
- Search campaigns
Keep in mind that if you run a report that includes a selection or filter for "Ad Format":
- You will only get results (rows) for campaigns that are of type Video, Demand Gen, or Search.
- Data from any other campaign types included in your scope will be excluded from the results, as they don't have associated "Ad Format" data to return.
Available ad formats
Your data can be segmented by the following formats:
- Audio
- Bumper
- In-feed
- Masthead
- Non-skippable in-stream
- Skippable in-stream
- Shorts
- Other (for example, Organic)
- Pause
- Text
- Booking link
- Travel promotion
Note: Only formats on which your campaigns have actually served will appear in your reports.
Key metric changes and considerations
- TrueView view rate: The general "TrueView view rate" column is being replaced by format-specific columns to provide more meaningful data. Look for columns like "TrueView view rate (In-Stream)", "TrueView view rate (In-feed)" and "TrueView view rate (Shorts)". The blended VTR across all formats will no longer be shown.
- Viewable Rate: For the supported campaign types, the "Viewable Rate" column will show " -- " in the unsegmented view. To see the Viewable Rate, you must apply the "Ad format" segmentation. This change ensures you only evaluate viewability within the context of a specific format, as expectations and calculations differ across formats.
