With the Ad Performance Report you can view the impressions, click-through rates (CTR), clicks, average cost per click (CPC), and cost for a group of ads. The report also displays your entire ad including the title, short description, display URL and destination URL. You specify which ads to display in the report by date range, ad name, and/or tactic. If your site is tagged, you can also use the report to determine which ads generate the most leads, conversions, and revenue. The quality index for your ads is also available in the report. Note that the quality index displayed in the report is for the current version of your ad and is not based on the historical indices for the ad.

Comparison data from the Ad Performance report may help you improve ads that aren’t performing as well as other ads. A comparison of the impressions, CTR and clicks of an ad versus other ads in your account may help you target qualities of better performing ads that display the most and get the most clicks. You may also compare an ad’s content and destination URLs against that of other ads to help you identify which titles, descriptions and URLs are working well for your campaigns.

Remember that the ad title, description, and URL displayed in the report describe the ad as it is at the moment the report is run. The ads displayed in the report may have appeared with different text over the historical period since the ad’s creation, but this is not be reflected in the report.