Understanding the Ad extension report

Understanding the Ad extension report

Want insight into which ad extensions are getting the most impressions and clicks? The different ad extension reports (on the reports page) and the call forwarding detail report (on both the reports page and dimensions tab) are where to look.

There are four types of ad extension reports:

  • Ad extension by keyword: This report shows performance metrics for all ad extension types and click types, which are ad components that can be clicked (for example, the ad title or driving directions). You can see how many ad extension impressions you’re receiving for each keyword, and which click type is getting the most clicks and impressions. When you include the click type column, this report shows you how your ad is performing relative to different ad extensions.
  • Ad extension by ad: This report contains the same information as Ad extension by keyword reports, sorted by ads rather than keywords.
  • Ad extension details: This report shows performance metrics measured when different ad extensions appear in the ad. That helps you analyze which ad extension gets better impressions and clicks results.
  • Call forwarding details: Shows the time and duration of each phone call that originated from a Call Extension that uses the Microsoft Advertising forwarding number. The report helps you understand how the accounts, campaigns, or ad groups are performing with Call Extensions.

How to create an Ad extension report

  1. On the Reports page, in the left pane, click Standard reports > Ad extensions, and then the ad extension report type you want.
  2. Select the Show (unit of time), Date range, and download Format.
  3. For What to report on, you can choose to see how ad extensions are working on All accounts and campaigns, or, if you select Specific accounts and campaigns, pick the account you want in the Available items box that appears.
  4. For the Ad extension by keyword or Ad extension by ad report, under Choose Columns, make sure that Ad Extension type name and Click Type are selected. You need these columns in the report to sort your data.
  5. Click Run to run the report, or Download to download the report as a .csv, .tsv, or .xlsx file.
  6. In the report, use the first few columns to sort the data so you can review what you want.
Note

Call forwarding detail reports can also be created on the Campaigns page, on the Dimensions tab. On the All Campaigns page, click the Dimensions tab, and then open the list at Show and click Call forwarding detail.

How to read the Ad extension report

Here's an example of some of the data provided in these reports (grouped by extension type), along with a short explanation of what the data means:

Report data
What it means
Keyword Ad extension type Click type Impressions Clicks

Contoso Sitelink Extension Ad title (headline) 20 8
Your Sitelink Extension was displayed with the ad title 20 times. The ad title was clicked 8 times.
Contoso Sitelink Extension Sitelink 20 2
Your Sitelink Extension was clicked 2 times. Note: Ad title and sitelink are always shown together in an ad. Therefore, the two click types have the same number of impressions, in this case 20.
Contoso Sitelink Extension Driving directions 8 1
Of the 20 times that your Sitelink Extension displayed with ad title, the driving directions link was displayed 8 times, and was clicked once.
Contoso Location Extension Ad title (headline) 15 5
Your Location Extension was displayed with the ad title 15 times. The ad title was clicked 5 times.
Contoso Location Extension Driving direction 15 3
The driving direction link was clicked 3 times. Note: Ad title and Location Extension are always shown together in an ad. Therefore, the two click types have the same number of impressions, in this case 15.
Contoso Location Extension Sitelink 8 2
Of the 15 times that your Location Extension displayed with ad title, the sitelink was also displayed 8 times, and was clicked twice.

Why don't I see clicks and impressions for Call Extensions in reports?

Call Extension data can show differently in different reports, depending on how you set up Call Extensions in your ads.

Option selected Report Data shown What it costs Where available
Bing forwarding number and Show a toll-free number Ad extension by Ad/Keyword report Ad extension type name = Metered Extension Click calls: Charge CPC bid
Manual calls: No Charge
US and UK only
All devices
Bing forwarding number and Show a toll-free number Call forwarding details report Call details information Click calls: Charge CPC bid
Manual calls: No Charge
US and UK only
All devices
Bing forwarding number and Show a local number Ad Extension by Ad/Keyword report Ad Extension type name = Metered Extension Click calls: Charge CPC bid
Manual calls: No Charge
US and UK only
All devices
Bing forwarding number and Show a local number Call forwarding details report Call details information Click calls: Charge CPC bid
Manual calls: No Charge
US and UK only
All devices
On smartphones using my own phone number Ad Extension by Ad/Keyword report Ad Extension type name = Call Extension Click calls only: Charge CPC bid Global
Smartphones only
On smartphones using my own phone number Call forwarding details report Call details are not available for this selection N/A N/A

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