Improved Reporting on Ad Extensions
At the minute, it appears that we only see performance based on if the ad extensions themselves are clicked - clicking on the image for the image ad extension returns a click, however clicking on the ad itself does not return a click for the extension.
Creating a report that allows you to check the performance of ads themselves with each ad extension - measuring clicks anywhere on the ad when the extension is present to help measure the performance of different extensions. If an image is present, are users more likely to click on the ad itself? Are certain images more effective than others in this respect?
This functionality should now be available.
Phil Tiley commented
I am pivoting the extensions data and this is giving me steer on performance, although it is not 100% accurate. If you drop "ad extensions type name" and "click type" into the rows column and reporting using "ad title headline" this will tell you how many people are clicking on the headline of an advert when your extension is served. You can work out the CTR performance by using the clicks and impressions of the headline performance. That said, most extensions will not be serving across high proportions of your impressions (except maybe site links) therefore it is difficult to draw conclusion on how the extension is impacting overall performance.
Agreed - it is currently difficult to measure whether or not impressions on different types of extensions is helping to improve or hurting the overall CTR on campaigns.
For example, Segment by 'this extension vs. other' would be helpful.