New Feature: Walking Through The Google Ads New Brand Report Tool
At the end of December 2024, Google quietly launched a powerful new feature for advertisers: the Brand Report. This tool provides streamlined access to reach and frequency metrics for Video, Display, Demand Gen, and App campaigns.
For businesses seeking precise insights, Granular reporting, measurement, and analytics services play a crucial role in making the most of tools like the Brand Report. By leveraging advanced platforms such as Google Analytics and Tag Manager, advertisers can complement the Brand Report’s high-level metrics with deeper insights, ensuring every campaign delivers actionable data. Granular specializes in setting up and optimizing these systems, helping advertisers refine strategies through detailed analysis of reach, frequency, and engagement.
The Brand Report serves as a centralized hub, designed to help advertisers gauge how effectively they’re reaching their target audience. If you want a quick, actionable overview of your campaign’s reach, this tool simplifies the process, delivering a concise snapshot.
What Is the Brand Report?
The Brand Report is a data-driven tool designed to:
- Measure deduplicated reach and frequency across campaigns.
- Sort data by demographics, such as age and gender.
- Identify performance drivers to refine display and video strategies.
By consolidating metrics into a single “scorecard,” Google Ads empowers advertisers to track brand-focused KPIs without juggling multiple tools and reports.
How to Access the Brand Report
- Log in to Google Ads and open your account.
- Click the Campaigns icon
- In the left-hand menu, go to Insights and Reports.
- Select Brand Report.
Depending on your account size, data might take a moment to load. Once ready, you’ll see metrics from the past 30 days, broken down by demographics and presented in a clear, weekly chart.
What Can You See in the Report?
Here’s what you’ll find in the Brand Report:
- Unique Users: Total individuals reached.
- Average Frequency: How often each user saw your ad.
- Demographic Breakdown: Insights segmented by age, gender, and other categories (e.g., “unknown”).
- Custom Views: Filters to focus on specific audiences, like females aged 25–54.
Requirements for Using the Brand Report
Keep the following in mind when using the Brand Report:
- Data is available only at the single account level (no MCC or multi-account support).
- The maximum date range for reach metrics is 92 days.
- Supports up to 10,000 campaigns at a time.
- Search, Shopping, and Performance Max campaigns are excluded.
- Campaigns must have at least 10,000 impressions to generate data.
Why Use the Brand Report?
For advertisers who’ve struggled to consolidate reach and frequency metrics, the Brand Report offers a straightforward solution. With its demographic filters and unified view, the tool simplifies:
- Tracking reach and frequency across campaigns at a glance.
- Identifying trends in audience engagement over time.
- Making more informed investment decisions based on data-driven insights.
Additional Resources
The Brand Report is a step forward for Google Ads, especially in its focus on upper-funnel campaigns and brand awareness metrics. While it aligns with Google’s strategy to push advertisers toward top-of-funnel spending, it’s undeniably valuable for understanding the broader performance of display and video campaigns.
For advertisers looking to gauge their addressable audience’s engagement and ensure effective ad frequency, the Brand Report is an indispensable tool.
Questions?
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