Asset performance
Asset performance shows how individual headlines, descriptions, images and videos do inside responsive ads and Performance Max asset groups.
In the platformCreative
Asset performance
Asset performance shows how individual headlines, descriptions, images and videos do inside responsive ads and Performance Max asset groups.
Responsive search ads and Performance Max mix assets on their own, so the "ad" you would normally judge no longer exists as a fixed unit. Asset reports show which pieces get served, which earn clicks and conversions, and which are dead weight to replace.
Where you'll see it
In Google Ads, open Campaigns > Assets for the asset table, or open Asset details from a responsive search ad. For Performance Max, open the asset group and view its assets. Google shows a performance label (Best, Good, Low, Learning or Pending) and, more and more, asset-level impressions, clicks and conversions. In Meta Ads Manager, use Breakdown > By dynamic creative asset. TikTok shows creative-level results in Ads Manager and its Creative reports.
Worked example5 images in a $2,000-a-month asset group
| Image | Share of impressions | Conversions |
|---|---|---|
| A | 40% | 18 of 30 |
| E (labeled Low) | 5% | 0 |
Replacing image E costs little: only about 5% × $2,000 = $100 of delivery sits on it. Image A is the one to protect and build variations from.
Do
- Wait until assets leave Learning or Pending
- Replace a few assets at a time, so you can tell which change mattered
Don't
- Treat “Low” as proof an asset is bad; it only compares it with your other assets
- Replace many assets at once