For years, advertisers using Google’s Demand Gen campaigns have faced a common challenge: while YouTube was one of the most powerful channels in the mix, performance data from its different ad formats was grouped together.
This meant that a pre-roll ad before a long-form video, a feed placement, and a quick Shorts clip on YouTube’s homepage all looked identical in reporting. That changes now.
Google has rolled out a reporting update that separates YouTube performance within Demand Gen campaigns. It offers clear visibility into In-Stream, In-Feed, and Shorts metrics. For marketers, it’s a chance to match creative, targeting, and budget strategies with the placements where audiences actually engage.
Here’s what’s new, why it matters, and how marketers can make use of Google’s update:
What’s New in Demand Gen Reporting
Google Ads now lets Demand Gen advertisers view performance separately for three major YouTube formats
- YouTube In-Stream (pre-rolls or mid-rolls): Ads that appear before, during, or after longer videos.
- YouTube In-Feed (discovery-style ads in feeds): Ads that show up in YouTube feeds such as the homepage, search results, or the “Up Next” panel.
- YouTube Shorts (vertical, quick-scroll video ads): Vertical, mobile-first ads embedded within the Shorts feed.
This breakdown is now available directly within the campaign view, without any additional setup. Marketers can see metrics such as views, clicks, conversions, and cost-per-action for each format.
The new update also allows side-by-side comparisons in one dashboard.
Why This Matters for Advertisers
Until this update, advertisers could only see aggregate YouTube data in Demand Gen campaigns. It was difficult to know which format was pulling its weight.
For instance:
- Was a campaign’s strong click-through rate coming from In-Feed placements?
- Were Shorts driving impressions but not conversions?
- Are in-stream ads outperforming others in driving mid-funnel engagement?
By separating these channels, Google has given advertisers the power to:
- Optimise creative formats to match user behaviour (e.g., bite-sized messaging for Shorts, storytelling for In-Stream).
- Reallocate budgets toward the placements with the highest ROI.
- Measure impact more accurately, so campaign results aren’t skewed by underperforming formats.
With YouTube Shorts rapidly growing as a mobile-first format, this data-driven visibility arrives at a crucial moment.
How It Works
- Network Segment Update: KPI breakdowns are available by placement (In-Stream, In-Feed, Shorts).
- Campaign-Level Visibility: Accessible directly in the Demand Gen campaign dashboard. No additional segmentation steps needed.
- Advertisers can now see views, clicks, conversions, cost, and other metrics broken down by each YouTube format. Google supports segmentation by ad format to distinguish traffic.
In the asset reporting interface, marketers can also explore video analytics such as retention, co-viewed impressions, and earned actions.
Best Practices For Advertisers
Here are practical steps advertisers can take with the new YouTube breakdown:
- Test creative by placement: Use vertical, snappy content for Shorts; high-quality thumbnails to boost In-Feed performance; and story-driven pre-rolls for In-Stream. Respect each format’s viewing behaviour.
- Compare cost-efficiency: Use cost-per-view or cost-per-conversion to evaluate whether Shorts deliver cheaper awareness or whether In-Feed is better at driving qualified traffic.
- Use format-level breakdowns: Identify which YouTube formats deliver the best performance (e.g., CTR, conversions, view-through).
- Layer insights into audience strategy: Discover which placements resonate most with target segments and adjust targeting to maximise results.
- Benchmark effectively: Refer to benchmark view rates:
In-Stream: ~30–40%
Shorts: ~5–10%
In-Feed: ~1–3% - Monitor view metrics carefully: Be aware of nuances. Shorts views now count autoplay plays (not engagement), so interpret them alongside engaged metrics like watch time or conversion.
- Run placement-first tests: Test creative variations per format, using A/B experiments to see what resonates best and fine-tune creatives.
- Use asset & video analytics: Dive deeper into retention curves, earned views, and asset performance to refine messaging.
The Bigger Picture
While YouTube is a centerpiece of Demand Gen campaigns, other placements such as Google Discover and Gmail remain significant. Historically, Discover was often seen as the strongest performer. But as YouTube continues to shift toward mobile-first formats and short-form content, having clarity on Shorts, In-Feed, and In-Stream performance could reshape campaign planning altogether.
This update also aligns with Google’s broader push toward transparency and automation in its ad products. By giving advertisers placement-level insight, Google is empowering them to make smarter creative and budget decisions, without adding unnecessary complexity.
Conclusion
Google’s decision to introduce placement-level reporting for YouTube within Demand Gen campaigns is a long-awaited improvement for advertisers. By disentangling In-Stream, In-Feed, and Shorts, marketers now have the visibility they need to optimize campaigns with precision.
As video consumption habits evolve, especially with Shorts dominating mobile viewing, these insights will be critical in shaping the future of creative strategies and media investment. For advertisers, the message is clear: it’s time to align campaigns with the formats where audiences are most engaged.
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At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
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