Adwords: New metrics added to the reporting on click-to-message ads

Google announced two new dimensions on the Adwords Reporting for click-to-message ads. The message reporting is offering new performance insights including:

Chat rate

How often users start a conversation with you (“Chats”) after seeing your message extension (“Message impressions”).

Chat start time

The timestamp for when a user sends you a message to initiate a conversation. Use this insight to help schedule your message extensions.


The total number of messages exchanged between you and a user within a single chat. Use this insight to evaluate which campaigns are driving the longest or most in-depth conversations compared to the average.

65% of consumers prefer messaging

According to Google, 65% of consumers say they’d consider using messaging to connect with a business to complete tasks like getting information about a product or service, or to schedule an in-person appointment.

Click-to-message ads were introduced on Google Search Ads, via Adwords, in late 2016. The message reporting will roll out over the next few weeks in the US, Canada, UK, France, Brazil and Australia.

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