How to include Google Ads Extension Data in your Google Looker Studio Dashboard

Over the past few months, a number of our clients have been requesting Google Ads campaign extension data in their Looker Studio reports. While this sounds simple enough, sadly there is no method to dynamically include this data on a Looker Studio report. In this blog, we will break down the must-knows of Google ads extensions and how to add extension data to your Looker Studio dashboard using a Google Sheet. This workaround can also be easily adapted to add other data to your reports.

What are Google Ad Extensions?

Google Ad Extensions are small pieces of optional text/image that can be added to your Google Search Ad, allowing you to share more information about your product/service. Extensions come in a number of different forms, with Sitelink, Callout, Structured Snippets, Image, Lead Form, Price all labelled as manual extensions and a number of dynamic extensions which are labelled as automated extensions, with each one designed to give users more context.

One of the main advantages of using ad extensions is added screen space. If your ad shows with a full set of ad extensions, your ad will physically take up more space on the search page – which will improve the chances of a user being drawn to the ad. Google has stated that the use of extensions on search ads may increase an ad’s clickthrough rate by several per cent. 

One important point to remember is that extensions may not always show with your Search Ad. Google has stated that extensions will appear if a) the extensions are predicted to improve your ad performance, and b) if your ad’s position and Ad Rank meet the Google ads threshold. Google has also given more information on this.

How to add Extension Data to your Looker Studio Dashboards and more

1. Find the Extension Data in Google Ads.

Locate the extension data by selecting ‘Ads & extensions’ from the vertical menu in Google Ads, and then click ‘Assets’. Remember to select what campaign or all campaigns to include, while also ensuring the date scale is set correctly.

Finding Extensions in Google Ads

2. Open a Google Sheet

Head to Google Sheets and open a new file. To allow Google Looker Studio to use the sheet/tab as a data source, all information should be in table format therefore you must enter the data as so on the Google Sheet. In the example below, we are using months as the Extension Metric as the table Dimension and the months of the year as the Metrics. 

You could also break out each extension into separate Tabs and create a data source from each tab. The same can be accomplished using data filters in Looker Studio

Ensure you name your Sheet and tab something easily recognisable and relevant.

3. Add Google Sheets as a Data Source

Open up your Looker Studio report and select ‘Add data’ similar to adding a new Data Source. Then select the ‘Google Sheets’ connector, and then select your sheet and then tab.

4. Add to Looker Studio

At this stage, you can create your table/chart/scorecard the same way you would create any other. Just ensure your Google Sheet is selected as the source. 

The Only Negative.

While the report will pull from your data source automatically every 15 minutes (or however long you choose), the data in the data source will not dynamically automatically update. Therefore, you must update this data every time you update the report. While this can be annoying, it does allow you a simple view of how extensions are affecting your Google campaigns.

If you found this useful and would like to know more about Looker Studio, GA4, Google Ads and more check out the GlowMetrics Digital Marketing and the GlowMetrics Digital Analytics blogs. Or if you would rather get GlowMetrics updates Sign Up for our Newsletter!