With its summary of your performance and important insights, the Overview page lets you review the performance of your accounts and campaigns at a glance. You’ll find an Overview for your entire account, as well as for individual campaigns and ad groups. Each Overview includes several summary cards with key metrics for a selected level. For example, your account Overview page has cards that show which campaign or ad group changed the most, while a campaign Overview has cards showing information about your top searches. You can adjust the overall date range to change the data on your summary cards.
If you’re viewing your manager account, the Overview cards display performance summaries for all of the sub-manager accounts, campaigns, and ad groups.
Occasionally, your client account Overview pages will also highlight key insights. Insight cards show important changes to your performance that you might have missed. Insight cards aren't available at the manager account level.
This article explains the different types of cards shown on your Overview pages.
Before you begin
To learn how to use the various features of your Overview page, read Use the Overview page.
What’s on the Overview page
Overview pages for client accounts include two types of cards. Summary cards show you a general summary of your performance over the date range of your choosing. Insight cards highlight important observations and are not related to the date range you selected.
Overview pages for manager accounts include only summary cards, because Insight cards aren’t available at the manager account level.
Summary cards
All Overview pages include a summary card with a line chart that lets you compare the past performance of your metrics. You can compare up to 4 key metrics at a time.
Different summary cards will show for the manager and sub-manager account, client account, campaign, or ad group levels.
Manager and sub-manager account summary cards
- Biggest changes to your campaigns and ad groups
- Performance by day of week and time of day
- Performance by device
- Top performing accounts
- Top performing campaigns
Client account level summary cards
Some summary cards are available for all of the supported advertising platforms. Other cards are available only for certain advertising platforms.
Insight cards
From time to time, interesting patterns in your data may arise. Insight cards let you know about these special observations.
Unless otherwise noted, Insight cards are available for all supported advertising platforms.
Hourly performance pacing
This card lets you know when your clicks are unusually high or low on a particular day. If you tend to get a certain number of clicks by 4pm on Mondays, we’ll let you know if you’re under or over that amount. This card will show until the end of the day or until your clicks return to the day’s average.
Based on this insight, you may decide to take action by manually changing your bids or budget or applying a Search Ads 360 bid strategy.
Search Ads 360 bid strategies and some bid-strategy related components such as data-sharing, will be available only after your account has been migrated to the new Search Ads 360. Learn more about how to upgrade your bid strategies to the new Search Ads 360.
Check the Experience hub to stay up to date on your available features, including bidding.
New words
This card shows you new words that people used while searching and finding your ads on Google.com. If you use broad match keywords, your ads run when people search for relevant variations of your keywords, even if the variations aren't in your keyword lists.
Based on this insight, you may want to consider adding these words as keywords or negative keywords, or changing your keyword match types.
Device shift
This card lets you know when there’s a significant change in the percentage of your ad impressions that came from a specific type of device. If most of your impressions typically come from one type of device and that has changed recently, this card will appear.
Based on this insight, you may decide to take action by making a bid adjustment for devices.
Top vs. other (Google Ads only)
This card lets you know when there’s a significant change in the percentage of impressions that happened when your ad appeared above the organic search results. If most of your impressions typically happen above the organic search results and that has changed recently, this card will appear.
Based on this insight, you may decide to take action by changing how you bid.
Ad group shift
This card lets you know when there’s a significant change in the cost of an ad group as a percentage of its campaign's cost. For example, if most of your cost used to come from one ad group within a campaign and that has changed recently, this card will appear.
Based on this insight, you may decide to take action by moving the new leading ad group into its own campaign, changing your bids or applying a Search Ads 360 bid strategy or review changes you made to this campaign or ad group.
Geo (Google Ads only)
This card lets you know when there’s a significant change in the percentage of impressions that happened in specific locations. If most of your ad's impressions typically happen in a certain location and that has changed recently, the Geo card will appear with that information.
Based on this insight, you might decide to take action by changing your bid modifiers for a certain location. To avoid having to change bids regularly, you can use Smart bidding, which automatically optimizes for conversions based on location and many other factors.