In Gmail, personalized ads are shown on the Promotions and Social tabs. When these ads are clicked, they may count as conversions. This article explains how Gmail ads clicks work on Display campaigns and how they are reported in your campaign.
How Gmail ads clicks work
For Gmail ads, the most common conversion path follows a two-click approach where a teaser ad is viewed and when clicked, the teaser ad expands to show the full ad.
- Teaser ad: This is the initial, smaller version of the ad that appears in your inbox.
- Expanded ad: When you click the teaser ad, it expands into the full-sized version of the ad. This expanded version provides more detailed content that allows you to interact with the ad more.
- Note: Depending on the layout of the expanded ad, you can click the expanded ad to navigate directly to a website, play a video, or fill out and submit a form.
A conversion is counted if you clicked on the teaser ad and later visited the website and made a conversion action.
Note that some Gmail ads follow a one-click format where you are taken directly to the advertiser's website when you click on the ad teaser, or certain elements within the ad teaser. One-click format ads will be reported as conversions if you ultimately made a conversion action.
Reporting
Clicks are reported from the teaser ad click for Display campaign reporting, whether the click expands the ad body or navigates directly to the advertiser’s site.
You can view the number of expanded ad clicks that lead to a website in your Display reporting, under the Gmail asset type.
Note: A click is counted when you first click on the teaser ad. If you click on the same ad to view again or interact with the expanded ad, they won't be counted.
