Assets Performance Analyzer: find the sitelinks and callouts to replace
Check sitelinks, callouts, snippets and images from your assets report: what to fix, replace or add.
- Free to use
- Runs in your browser
- No sign-up
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Upload or paste the assets table from Google Ads, or try the example: a sweet shop in Indore.
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About the Assets Performance Analyzer
Upload or paste the assets table from Google Ads: sitelinks, callouts, structured snippets, images, calls, prices, promotions, business name and logo. For each asset type, the tool counts what every campaign can use against Google's minimums and recommendations, finds assets with impressions but no clicks, disapproved or limited assets, assets Google rarely shows, the same asset added at two levels and callouts that hide the ones above them. It lists the campaigns missing an asset type and gives ideas for new assets. It runs in your browser and nothing is uploaded.
How it works
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Step 1
In Google Ads, open Campaigns › Assets, add the Level, Status, Policy details, Impr., Clicks and Conversions columns and download the Associations table.
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Step 2
Drop the file here or paste the table. Add your campaign names if you want to find campaigns with no assets of their own.
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Step 3
Start with the "do these first" list, read each asset type and the coverage by campaign, then copy the summary or download the CSV.
How Google counts asset clicks
Each asset that shows with an ad gets the impression, so when 4 sitelinks show together each one counts it, and the rows do not add up to the campaign. An asset's clicks include clicks on other parts of the ad while it showed; segment by click type in Google Ads to see clicks on the sitelink itself. Google says asset-level CTR and cost per conversion are directional only, so this tool compares each asset only with others of its type in the same campaign.
What the tool checks
Google's rules: sitelinks need at least 2 to show and Google recommends at least 4, callouts at least 4, images at least 4, and a structured snippet needs 3 values. Callouts added to an ad group or campaign stop the callouts above them from showing there, while sitelinks from the campaign and account can show with an ad group's own. Our measure: 200 or more impressions with no clicks, under half the type's CTR after 500 impressions, or under 10% of the type's average impressions.
What this tool cannot do
It reads only your export, so it cannot see the searches, which assets showed together or why Google picked them. Assets show only when Google predicts they help, so a low number is a reason to test, not proof. Automated assets that Google creates may not be in the table. It never signs in to Google Ads, and its ideas are our suggestions.
Frequently asked questions
Where do I find sitelink and callout performance in Google Ads?
Open Campaigns › Assets. The Associations table lists each asset once for every account, campaign or ad group it is added to, and the card for each asset type shows its numbers. Add the Policy details column to see why an asset is disapproved or limited, then download the table for this tool.
Why does a sitelink have clicks even when nobody clicked it?
An asset's Clicks column includes clicks on other parts of the ad, such as the headline, while the asset showed. To see clicks on the sitelink itself, segment the table by click type in Google Ads. An asset with many impressions and no clicks at all means nobody clicked the ad while it showed.
How many sitelinks and callouts should a campaign have?
Sitelinks need at least 2 to show, and Google recommends at least 4, or 6 with descriptions for high-volume campaigns, up to 20 per level. Google suggests at least 4 callouts so they are more likely to show. Make each one different: Google does not show the same or similar text together.
Should I add assets at account, campaign or ad group level?
Google suggests general information, such as opening hours, at account or campaign level and specific information at ad group level. Callouts added at a lower level stop the ones above from showing there, so an ad group with 2 callouts of its own loses the campaign's callouts. Sitelinks from the campaign and account can show with an ad group's own.
Is there still a Best, Good or Low label for assets?
Google has deprecated the Performance label for responsive search ad headlines and descriptions and shows full statistics instead. Some other reports, such as Performance Max, still describe Best, Good and Low labels. This tool reads a label if your file has one, but judges assets on impressions, clicks and status.
Related reading
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