New Interactions Reporting In AdWords Follow On Video Campaigns Integration

Along with the introduction of video campaigns into the main AdWords interface, Google has added new reporting columns to help marketers analyze campaign performance across channels.

Here’s a rundown of the new columns:

• Interactions – These are the main actions people take with the ad formats — clicks for text and shopping ads, views for video ads, and engagements for Lightbox ads and the new Gmail ads.
• Interaction Rate – Shows how often people interact with an ad after it’s shown to them—such as clicks divided by impressions for text ads, or views divided by impressions for video ads.
• Avg Cost – This is the average amount paid for divided by total interactions—clicks divided by cost, or views divided by total cost.

You’ll notice each metric is labeled depending on the type of ad format being measured.

Another change is that Total rows are broken out by campaign type, instead of by network, and total rows will only appear for only the campaign types in the account.