The Insights page helps you identify trends in your market and understand your performance. You’ll know the current and upcoming interest in the products or services most relevant to your business.
This article explains the basics of how insights work.
Why use insights
Insights are curated for your business based on your account performance and searches across Google for the products and services you show ads for. Insights update daily, and you can check back frequently for new insights that may appear.
- Get insights tailored to your business: The Insights page looks for trends across Google that are relevant to the products and services that you advertise.
- Understand your performance: Drill into each insight to get more detailed information about your account’s performance and new areas of potential opportunity.
- Act on recommendations: Insights are integrated with recommendations, making it easy to take action.
Types of insights
Diagnostic insights
Diagnostic insights help you identify common reasons why your campaign may not be serving or getting conversions. For example, they will highlight when a given campaign’s ads are not running due to all ad groups being paused, account suspensions, or low Ad Strength, among other diagnostic checks.
Search trends
Search trends help you understand the search interest for products and services relevant to your business. You can use search trends to respond to shifts in search demand by identifying potential growth opportunities for your business.
Demand forecasts
Demand forecasts help you understand the predicted upcoming search interest for products and services relevant to your business, helping you to prepare to capture additional demand.
Search terms insights
Search terms insights help you understand how your target market is searching for and engaging with your business on Google. It analyzes the search terms in which your ads have appeared in the past 28 days, grouping them into search categories and subcategories and providing you with key performance metrics for each.
Audience insights
Audience insights help you better understand the characteristics of the people and audience segments that make up your conversions. You can view asset audience insights or your persona audience insights. These insights help you learn about the unique traits of your customers to help improve your targeting, creatives, and overall campaign performance.
Change history insights
Change history insights highlight recent changes you made in your account that impacted your campaign performance. When there’s a significant change in your campaign’s key performance metrics, these insights help you quickly find out why that happened.
Auction insights
Auction insights help you understand if there were significant shifts in auction competition over time and whether these shifts had an impact on your performance. You can easily compare your performance with other advertisers who are participating in the same auctions, identify top 5 competitors, competitors who entered and exited the auction, top advertisers showing at the top of the page in your auctions, and top advertisers whose ads show together with yours most often. Make strategic decisions about bids and budgets based on these insights.
Performance shifts
Performance shifts highlight when there are significant changes in performance for entities within your campaign such as ad groups, asset groups, product groups, keywords, and videos. The specific entities shown depend on the campaign type. You can use these insights to help you understand what drove changes in your campaign performance.
Where to find insights
- In your Google Ads account, click the Campaigns icon
.
- Click the Insights and reports drop down in the section menu.
- Click Insights.
- Tip: On the "Insights" page, you can toggle between insights from the last 7 days or the last 28 days, using the dropdown menu in the top right corner.
Note: Insights won't always be generated for every account and campaign at all times. Learn more about why you might not be able to access insights
Insights can be accessed at either the account level or the individual campaign level, although some insight types are only available at the account level or at the campaign level for some campaign types as summarized in the table below:
| Insight type | When this insight shows | Availability | Available campaign type |
|---|---|---|---|
| Asset audience insights |
Asset audience insights will show for asset-based campaigns when there are sufficient impressions, interactions, and unique converters to identify relevant audience segments for the campaign's assets. |
|
|
| Auction insights |
Auction insights will show when:
|
Campaign |
|
| Change history insights | Change History Insights will show if there is a significant change in performance and we found a change in your account or campaign likely to have driven that performance change. | Campaign |
|
| Search terms insights |
Search terms insights will appear when there is sufficient search query data for the relevant search categories in your set date range. |
|
|
| Demand forecasts |
Demand forecasts highlight only the categories relevant to your business that are estimated to have significant growth in the upcoming months. You may not always find this insight type if no such categories are found. |
Account |
|
| Diagnostic insights | Diagnostic insights will show after a campaign is created when the campaign has not received traffic or conversions. | Campaign |
|
| Performance shifts | Campaign performance shifts highlights significant changes in performance for entities such as ad groups, asset groups, product groups, keywords, and videos. The specific entities shown depend on the campaign type. | Campaign |
|
| Persona audience insights | Persona audience insights will show when there are sufficient impressions, interactions, and unique converters to identify relevant audience segments. |
|
|
| Search trends |
Search trends highlight only the categories relevant to your business that are showing significant period-over-period growth. Search trends will also only show depending on whether there is sufficient historical query data for categories relevant to your business. You may not always find this insight type if no such categories are found. |
Account |
|
*Persona audience insights are available for Video Action Campaigns (VAC) only.
