How do I track performance of each extension separately?

What “track each extension separately” really means now (extensions = assets)

If you’re searching for “extension performance,” you’re in the right place—but the naming has shifted. In today’s Google Ads UI, extensions are called assets, and “tracking each extension separately” typically means you want to see metrics (impressions, clicks, cost, conversions, etc.) for each individual sitelink, callout, structured snippet, call asset, image, lead form, and so on.

Asset-level performance vs. where the asset is attached (association-level)

There are two different questions advertisers accidentally mix together:

1) How did this specific asset perform overall? Example: “Sitelink: ‘Pricing’ vs ‘Case Studies’—which one drives more conversions?” That’s asset-level performance.

2) How did this asset perform in each place it’s used? Example: “That same ‘Pricing’ sitelink—does it work better in Brand Campaign A vs Non-Brand Campaign B?” That’s association-level performance (the same asset can be attached at account, campaign, or ad group level, and performance can vary by context).

Why totals won’t match (and how to interpret asset CTR/CPA without getting misled)

Asset metrics are not meant to “sum up” neatly to campaign totals. One impression can show multiple assets at once, and each served asset can receive its own impression count. That means if you add up impressions across assets, you can easily exceed the campaign’s impressions.

Also, ratio metrics at the asset level—like CTR, CPC, CPA, and ROAS—should be treated as directional indicators, not absolute truth. Assets don’t “perform alone”; they perform in combinations, and the mix shown to a user influences those ratios.

Finally, remember the click mechanics: you’re charged for clicks on the ad and certain asset interactions (like taps to call, directions, etc.), and an individual impression can result in more than one click on the same ad/asset combination (with limits). This matters when you’re reconciling clicks and cost across ad vs. asset reporting.

Step-by-step: how to see performance for each asset (separately) inside Google Ads

The fastest path for most accounts: the Assets area

In most accounts, the cleanest “one place” view is inside the Assets section. This is where you can isolate a single asset type (like sitelinks), then compare each individual asset row-by-row using the metrics columns you care about.

• Open the Campaigns area from the left navigation.
• Open Assets (within that Campaigns navigation cluster), then click Assets.
• Stay on the Associations view (this is the main workspace where asset data is displayed).
• Click the summary card header for the asset type you want (for example: Sitelink, Callout, Structured snippet, Call, Image, Lead form, Price).
• Customize your columns to include the performance metrics you actually optimize to (commonly: Impr., Clicks, Cost, Conversions, Conv. value, CTR, CPC, CPA, ROAS).

From a workflow standpoint, this gives you a practical, repeatable routine: pick one asset type at a time, sort by impressions (to avoid overreacting to tiny sample sizes), and make keep/pause/edit decisions based on what’s driving meaningful business outcomes.

How to see headline and description performance for Responsive Search Ads (RSA)

If what you mean by “extensions” is actually RSA components (headlines and descriptions), those are tracked via RSA asset reporting rather than the “extension-style” asset cards like sitelinks/callouts.

In that case, you’ll typically go into the ads area for the campaign/ad group, open the RSA, and use the option that shows asset details for that ad. This is where you can review performance signals and counts for each headline/description that’s eligible to serve, including diagnostics that explain why an asset may be limited.

Important nuance: treat RSA headline/description “performance” as guidance for iteration, not a perfect attribution model. The best use is to identify clear underperformers, policy-limited items, or redundant messaging—then replace them with stronger variations that expand coverage and relevance.

How to track automated assets separately (including “dynamically created” sitelinks and snippets)

If you’re using automatically created assets (or you suspect the platform is creating them), you can still evaluate them separately—you just need to filter correctly.

For asset types that can be automatically created (a common example is dynamic sitelinks), go to the asset type’s list and filter by a Source attribute so you’re only looking at automatically created items. Once filtered, you can review performance per automatically created asset, then pause or remove the ones you don’t want influencing brand, compliance, or landing page quality.

There’s also a dedicated view for account-level automated assets, accessible from within the Assets area via the overflow/“more” menu. That report is especially useful when you want to understand how ads perform when those account-level automated assets appear.

Performance Max, Demand Gen, and Display: where “separate asset” reporting lives

For campaigns that are built around creative combinations (especially Performance Max and Demand Gen), “separate asset performance” often has two useful layers:

Asset reporting helps you compare individual images, logos, headlines, long headlines, descriptions, and videos across eligible placements.

Asset group reporting helps you evaluate the bundle (the group of assets + audience signals + landing page themes) as a unit. When you’re optimizing, you’ll typically use asset group reporting to decide where to invest budget/creative effort, then use asset reporting to decide what to swap within the best groups.

One common gotcha in these campaign types is that some data updates on a daily cadence rather than instantly, so if you’ve just made changes, give reporting time to settle before drawing conclusions.

Turn asset reporting into improvements (instead of just “more data”)

A practical way to decide what to keep, pause, or rebuild

After 15+ years of managing accounts, my best advice is: optimize assets like you’d optimize keywords—based on enough volume to be confident, and aligned to the conversion action you truly care about.

In plain terms, don’t over-optimize on CTR alone. Start by sorting each asset type by impressions, then review conversions and conversion value. Assets with low impressions might simply be rarely eligible, rarely shown due to layout constraints, or competing with stronger assets.

When you do take action, be deliberate: pausing too aggressively can reduce ad relevance and limit eligible combinations, while never pruning creates bloated asset sets where weak messaging keeps getting tested indefinitely.

If you need “separate tracking” outside Google Ads, use tracking templates at the asset level (especially sitelinks)

If your goal is to see each extension’s performance in another analytics system (or in your CRM attribution), you’ll want clean, consistent URL tagging. For sitelinks specifically, you can apply a tracking template at the sitelink (asset) level and include ValueTrack parameters so clicks carry useful metadata.

The strategic approach is to keep naming conventions simple and consistent (for example, align each sitelink’s final URL + tags to a single intent), so when you analyze sessions/leads later you can clearly distinguish “Pricing sitelink traffic” from “Services sitelink traffic” without messy, inconsistent tagging.

Quick diagnostic checklist when “asset performance” looks wrong

• 0 impressions: Check if the asset is eligible, approved, and actually associated to active campaigns/ad groups—and whether your ad rank/volume is enough for assets to show.
• Totals don’t match campaign metrics: This is normal due to non-summable counting at the asset level. Use asset metrics for comparison, not for perfect reconciliation.
• CTR/CPA looks amazing (or terrible) on one asset with low volume: Treat ratio metrics as directional and wait for sufficient impressions/clicks before making a call.
• You can’t find legacy “extensions” stats: If your account has migrated fully to assets, historical legacy reporting is typically accessed via reporting areas rather than the day-to-day Assets workspace.
• Automated assets are muddying the view: Filter by “Source” and review automatically created assets separately so you’re not mixing them with your manually built messaging.

If you tell me which asset type you’re trying to split out (sitelinks vs callouts vs calls vs RSA headlines/descriptions vs Performance Max creatives) and what you consider “performance” (CTR, leads, revenue, calls over 60 seconds, qualified pipeline), I can map you to the exact report + columns to use and the decision rules I’d apply in a real optimization cycle.

If you’re spending time digging through Google Ads’ Assets reports and Associations views to understand how each extension (now “asset”) is performing in different campaigns and ad groups, Blobr can help streamline what you do with those insights: it connects to your Google Ads account, keeps an eye on asset-level signals over time, and surfaces clear, prioritized actions you can apply when an asset is underperforming or when automated assets are muddying the picture. It also includes specialized agents like the Sitelink Extension Optimizer (to refresh sitelinks based on performance and landing-page relevance) and the Headlines Enhancer (to improve RSA headlines/descriptions using new angles while staying aligned with your pages), so the “tracking” quickly turns into practical, controlled iteration rather than more reporting.