Google announced that it is adding three new columns to AdWords Display reporting later this month. It says these will give advertisers who use Lightbox ads an easier way to view engagements, engagement rate, and average CPE metrics.
Google said in a note on the AdWords Google+ page:
These new columns will help advertisers easily differentiate engagement metrics (when someone expands your Lightbox ad) from click metrics (when someone clicks on your Lightbox ad in the expanded state).
For all your Lightbox ad campaigns, the following metrics will be moved into the new columns:
+Expansions will be moved from “Clicks” to the Engagements column.
+Expansion rate will be moved from “CTR” to the Engagement rate column.
+Average cost of expansions will be moved from “Avg. CPC” to the Avg. CPE column.
The company also notes that Click metrics columns will now refer to clicks from the Lightbox ad in its expanded state to a landing page. Advertisers are not billed for these.
Learn more about creating Lightbox ads here.
Images via Google