Ad Assets (Sitelinks, Callouts, Structured Snippets, Images, Calls, Prices)

Last updated: 22 August 2026

1. Executive Summary

Ad assets (formerly called extensions) are one of the highest-leverage levers available in Google Ads. When configured correctly, they expand your ad’s physical footprint on the results page, improve query-to-ad relevance, and give Google’s auction system more combinations to test — all without increasing your cost per click directly. The five principles below should govern every asset decision you make in 2026.

• Principle 1 — Quantity enables selection. Google cannot serve what you have not supplied. For sitelinks, target a minimum of 4 and ideally 6 per high-volume campaign. For Performance Max asset groups, populate every available slot. Thin asset libraries constrain the system before the auction even starts.^[3]
• Principle 2 — Relevance outranks volume. A sixth sitelink that points to a generic homepage is worse than five tightly matched ones. Every asset must map to a distinct, relevant landing page or message. Duplicate destinations dilute quality and waste serving opportunities.^[2]
• Principle 3 — Layer assets for compounding effect. Sitelinks alone can lift CTR by 10–20% on non-branded searches and 20–50% on branded searches. Combined asset layering — sitelinks plus callouts plus images plus structured snippets — is associated with CTR lifts exceeding 20%.^[38] Build the full stack, not just one asset type.
• Principle 4 — Automate serving, control quality. Let Google’s system decide which combination to serve in each auction. Retain human control over the creative inputs: the headlines, images, landing pages, and offer claims that feed that system. Never sacrifice message discipline for volume.^[3]
• Principle 5 — Report, wait, then refresh. Asset performance data needs time to accumulate. Google’s own guidance recommends waiting approximately 2–3 weeks before replacing low-performing assets in Performance Max.^[3] Premature edits reset learning and corrupt the signal. Build a weekly check cadence but limit structural changes to monthly or quarterly cycles.

2. Benchmarks and Numbers at a Glance

Metric	Typical range or threshold	Applies when	Source
Sitelink CTR uplift — non-branded searches	10–20% CTR lift	Vendor claim; sitelinks active on Search campaigns targeting non-brand keywords	[38]
Sitelink CTR uplift — branded searches	20–50% CTR lift	Vendor claim; sitelinks active on branded or navigational keyword campaigns	[38]
Combined asset-stack CTR uplift	>20% CTR lift	Vendor claim; multiple asset types layered simultaneously on Search campaigns	[38]
Average CTR across Google Ads (all industries)	6.64%	Vendor claim; benchmark drawn from 13,000+ campaigns; use as directional reference only	[71][78]
Callout asset CTR contribution	+14% CTR increase	Vendor claim; callouts active and serving on Search ads	[67]
Promotion asset CTR contribution	+17% CTR increase	Vendor claim; promotion asset active during a live promotional period	[67]
Image asset CTR effect range	+6% to +18% CTR	Vendor claim; image assets serving alongside Search or responsive ads	[73]
Minimum sitelinks required before any can show	2 sitelinks	Google platform requirement; applies to all Search campaigns	[75]
Maximum sitelinks shown on desktop	Up to 6	Platform display limit; Google selects which 6 to show from available pool	[75]
Recommended sitelinks per high-volume campaign	6 (minimum practical: 4)	Vendor and Google guidance; applies to Search and Performance Max campaigns with sufficient volume	[75][3]
Sitelink text character limit	25 characters (standard languages)	Hard platform limit; 12 characters for double-width languages (Chinese, Japanese, Korean)	[3]
Callout text character limit	25 characters	Hard platform limit per callout asset	[69]
Structured snippet values per header	3–10 values	Platform range; Google selects how many values to display from those supplied	[75][67]
Image asset file size limit	5 MB maximum	Hard platform limit; applies to JPG and PNG formats	[3]
Recommended minimum image assets (Performance Max)	4 unique images per asset group	Google recommendation; both uploaded and dynamic image assets encouraged	[3]
Average cost per lead (cross-industry, USD)	USD $66.69 per lead	Vendor claim; cross-industry average; convert to AUD at prevailing rate (~AUD $103 at 0.65 exchange rate)	[72]
Asset performance reporting wait period (Performance Max)	2–3 weeks before replacing low performers	Google recommendation; applies after any structural asset edit	[3]

3. How Assets Affect Ad Rank and Performance

Ad Rank is calculated at auction time using a combination of bid, expected click-through rate, ad relevance, landing page experience, auction-time context signals, and the expected impact of assets.^[3] That last component — expected asset impact — means that simply having the right assets attached to a campaign can improve your position in the auction relative to a competitor bidding the same amount with fewer or weaker assets.

Assets affect Ad Rank through two mechanisms. First, they directly signal usefulness: Google’s systems estimate how much an asset is likely to help a user in a given query context, and that estimate feeds the auction.^[3] Second, they expand the ad’s visual footprint on the results page — more headline lines, sitelink rows, image panels, or price cards — which improves the probability of a click, which in turn improves the historical CTR signal that feeds future auctions. The two effects compound over time.

Assets also affect downstream performance metrics independently of Ad Rank. Sitelinks route users to the most relevant section of your site rather than a generic homepage, which can reduce bounce rate and improve conversion rate. Call assets eliminate the step between intent and contact for mobile users. Price assets pre-qualify the audience before the click, reducing wasted spend on users who cannot afford the product. Each of these effects is separable from the Ad Rank mechanism but equally important to overall campaign efficiency.^[3]

One critical nuance: Google automatically selects which assets to serve in each auction based on context, predicted performance, and available space.^[3] You cannot force a specific combination to appear. This means the quality and variety of the asset pool you supply determines the ceiling of what the system can achieve. Supplying six high-quality sitelinks with distinct URLs and descriptions gives Google six degrees of freedom to match. Supplying four identical or near-duplicate sitelinks gives Google far less to work with, and the system may reduce serving eligibility as a result.

4. Sitelinks

Sitelinks remain the most impactful single asset type available in Google Ads Search campaigns. They add up to 6 additional clickable links beneath the main ad, each pointing to a distinct page on your site.^[75] On branded searches, vendor data attributes a 20–50% CTR uplift to sitelinks; on non-branded searches, the uplift range is 10–20%.^[38] The mechanic is straightforward: a user searching for your brand sees not just your homepage link but also direct routes to specific service pages, making the ad more useful and the click more likely.

Quantity and character limits

You need a minimum of 2 sitelinks before any can show, but Google’s guidance and practitioner consensus both recommend 6 as the target for high-volume campaigns.^[75][3] Treat 4 as the minimum acceptable floor and 6 as the operating standard. Sitelink text is capped at 25 characters in standard languages and 12 characters in double-width languages such as Chinese, Japanese, and Korean.^[3] Each sitelink can carry two description lines; adding descriptions increases the ad’s eligibility for expanded formats and makes each link more informative without reducing the number of links that can show.^[3]

Level strategy

Sitelinks can be attached at account, campaign, or ad group level. Account-level sitelinks should contain only universal links applicable to every campaign — for example, Contact Us, About Us, or a careers page. Campaign-level sitelinks are the workhorse: use them when offer messaging differs by product line, service line, or funnel stage. Ad group-level sitelinks provide the tightest intent match and are most valuable in high-spend ad groups where the incremental effort of building specific assets is justified by volume.^[3][5]

URL and landing page requirements

Every sitelink must point to a distinct, relevant landing page — not a reuse of the main ad’s final URL and not a redirect to the homepage.^[2] Google’s policy requires that sitelink destinations be directly related to the ad content. In practice, a sitelink pointing to a page that does not match the link text creates a poor user experience that Google’s quality systems will penalise over time. Each URL should load quickly on mobile, contain content relevant to the sitelink text, and have a clear call to action.^[3]

5. Callouts and Structured Snippets

Callouts and structured snippets are non-clickable assets that extend the text of your ad with additional information. Neither type drives a direct click, but both contribute to CTR by making the ad more informative and by increasing its physical size on the results page. Vendor data attributes a 14% CTR increase to callout assets.^[67] They are among the easiest assets to implement and should be present on every Search campaign without exception.

Callouts

Callout assets are short, freeform text phrases — up to 25 characters each — used to highlight benefits, features, or offers that do not fit naturally into the main headline or description.^[69] Examples include “Australian-owned”, “No call-out fee”, “Same-day service”, and “Lifetime warranty”. They have no descriptions and no destination URL. Google selects which callouts to display in any given auction from the pool you supply, so providing more options (typically 8–10) gives the system more flexibility to match callouts to query context.

Apply callouts at account level for universal claims such as “Award-winning service” or “Over 20 years experience”. Use campaign level for offer-specific claims such as “Winter sale on now” or “Free installation this month”. Use ad group level only when the benefit is genuinely specific to a tight keyword cluster and the volume justifies the management overhead.^[3][5]

Structured snippets

Structured snippets use a predefined header category — such as Services, Brands, Destinations, or Types — followed by a list of values. Google allows 3–10 values per header.^[75] The header must come from Google’s approved list. Values should be concise and factual: for a “Services” header, appropriate values might be “Air conditioning installation”, “Ducted system servicing”, “Emergency repairs”, “Split system supply”, and “Commercial HVAC”. Avoid padding values with adjectives; specificity is more useful than enthusiasm.

Choose the header that most accurately reflects your offer. A legal firm might use “Practice areas” with values like “Family law”, “Commercial litigation”, and “Wills & estates”. An e-commerce account might use “Brands” with five to eight brand names it stocks. Match the header to searcher intent so that the snippet reinforces rather than contradicts the headline.^[3]

6. Image Assets

Image assets add a visual component to Search and Performance Max ads. On Search, they typically appear as a thumbnail beside the text, increasing the ad’s visual salience on the results page. The CTR effect ranges from +6% to +18% depending on image quality and relevance.^[73] For Performance Max, image assets are essential: Google assembles combinations across Search, Display, YouTube, and Discover, and an asset group with fewer than 4 images is significantly constrained in its ability to compete across inventory types.^[3]

Technical specifications

The two primary aspect ratios are 1.91:1 (landscape, recommended size 1200×628 pixels, minimum 600×314) and 1:1 (square, recommended size 1200×1200 pixels, minimum 300×300).^[3] Files must be JPG or PNG and must not exceed 5 MB.^[3] Google’s guidance is to keep key visual content within the central 80% of the image because edges may be cropped depending on placement and device.^[3] Always supply both aspect ratios to maximise placement eligibility.

Creative requirements

Images must be high-resolution, uncluttered, and directly relevant to the ad content and landing page. Avoid heavy text overlays, filters, collages, or composite images that obscure the subject — these are explicitly flagged in Google’s guidance as reducing asset quality.^[3] The image should communicate the product, service, or outcome at a glance without requiring supplementary text to interpret. For local service businesses, an image of the actual service environment (a clean workshop, a uniformed technician, a finished kitchen renovation) outperforms stock photography because it builds trust and specificity.

Note that Google introduced a policy in 2025 restricting image asset eligibility on accounts fewer than 60 days old.^[60] New accounts should plan to launch image assets as soon as the eligibility window opens to avoid delays in performance.

Performance Max image strategy

For Performance Max, Google recommends supplying at least 4 unique images per asset group and using both uploaded and dynamically generated image assets.^[3] In practice, supply the maximum number of high-quality images the platform accepts, covering different product angles, use cases, and contexts. The system will test combinations and progressively favour those that generate stronger engagement signals. Review asset-level performance reporting after 2–3 weeks to identify which images are rated Good or Best and which are rated Low, then replace Low performers with new creative rather than deleting the asset group and starting fresh.^[3]

7. Call, Lead Form and Location Assets

Call, lead form, and location assets serve the lower end of the conversion funnel — they are the assets that turn a search into a direct business contact. Each reduces friction between intent and action by a different mechanism, and for most local and lead-generation businesses, all three should be active simultaneously.

Call assets

Call assets display a phone number alongside the ad, enabling one-tap calling on mobile devices. They are most valuable for businesses where a phone conversation is the primary conversion event: emergency trades, healthcare appointments, legal consultations, financial advice, and complex B2B services. Configure call assets with a business number monitored during staffed hours and enable Google call reporting so that calls are tracked as conversions within the Google Ads interface.^[3]

Use asset scheduling to restrict call assets to business hours. A call asset showing at 11 pm for a business that closes at 5 pm generates missed calls that damage brand perception and waste impression opportunities. In Google Ads, set the ad schedule for the asset (not just the campaign) to the exact hours you can receive and answer calls.

Lead form assets

Lead form assets allow users to submit their contact details directly within the Google Ads interface without visiting a landing page. They are particularly effective on mobile, where landing page load time and friction represent the primary barriers to conversion. Lead form assets are best suited to top-of-funnel lead capture where volume matters more than immediate qualification — mortgage enquiries, training course registrations, product demo requests, and real estate appraisal bookings are common use cases.

Keep the form short: name, email, and phone number are sufficient for most lead gen scenarios. Each additional field reduces completion rate. Connect lead form submissions to a CRM via webhook or Google’s native integration so that leads are followed up within minutes rather than hours. Add one qualifying question if lead quality is a known problem — for example, “What is your estimated budget?” with three ranges — but recognise that each question reduces volume.

Location assets

Location assets link your ads to a Google Business Profile, displaying your address, a map pin, and a click-to-navigate option beneath the ad. They are essential for any business with a physical location or a defined service area. For near-me searches — which remain one of the highest-intent query patterns on mobile — location assets directly answer the implicit question of proximity.^[3]

Keep your Google Business Profile accurate. Outdated trading hours, an incorrect address, or a disconnected phone number in the Business Profile will surface incorrectly in location assets and create a trust problem at the moment of highest intent. Review Business Profile data monthly and update holiday hours at least 2 weeks before any closure period.

8. Price and Promotion Assets

Price and promotion assets serve a distinct strategic function: they communicate the commercial terms of an offer before the click, pre-qualifying the audience and improving the quality of resulting conversions. Both asset types are underused relative to their impact — promotion assets alone are associated with a +17% CTR increase.^[67]

Price assets

Price assets display a structured list of products or services with associated prices, each linking to a separate landing page. They are most effective when price is a primary decision factor: SaaS subscription tiers, professional service packages, event ticket categories, accommodation room types, and trade service call-out rates. The mechanism works in two directions: users who are comfortable with the displayed price are more likely to click (improving click quality), and users who are not comfortable with the price do not click (reducing wasted spend).

Each price item requires a header (the product or service name), a description, a price value, and a final URL. Prices must match the landing page exactly — a mismatch between the asset price and the on-page price is a policy violation and creates immediate trust damage at the moment of conversion. For services where pricing is variable, use a “from” qualifier (e.g., “From $299”) rather than a fixed figure, but ensure the “from” price is genuinely achievable and clearly explained on the landing page.

Promotion assets

Promotion assets are time-bound offer callouts that appear with a price tag icon and a highlighted offer below the main ad. They support a predefined list of occasion types (e.g., Black Friday, Christmas, Back to School, End of Financial Year) as well as a generic promotion type. The offer can be expressed as a percentage discount, a dollar amount discount, or a promotional code.

Promotion assets must have an end date. Configure the end date in the asset settings to match the actual promotion end date on the landing page. If you run the promotion asset past the promotion’s end date, you create a false urgency signal and risk a policy issue. Build a promotion asset refresh into your campaign management calendar at the start of each promotional period — for Australian accounts, key dates in 2026 include End of Financial Year (30 June 2026), Click Frenzy (November 2026), Black Friday (27 November 2026), and Christmas (25 December 2026).

9. Automated vs Manual Assets

Google Ads distinguishes between assets you upload manually and assets the system generates or serves automatically. Understanding this distinction — and knowing where to assert manual control — is one of the most consequential decisions in 2026 account management.^[3]

What Google automates

Google can automatically create and serve certain assets on your behalf, including dynamic sitelinks, dynamic structured snippets, automated callouts, and seller ratings. In Performance Max, the AssetGenerationService (introduced in Google Ads API v22) can generate text and image assets using generative AI.^[15] These automated assets are intended to fill gaps in your asset library and improve serving eligibility when your manual supply is thin.

Automated assets are on by default for most campaign types. Review the Automatically created assets settings in your campaign and account settings to understand what Google is adding. You can opt out of specific automated asset types at the account level in Google Ads Settings > Automatically created assets.

When to trust automation and when to override it

Automated serving — Google selecting which of your manually uploaded assets to show in each auction — should almost always be trusted. The system has access to user context, device, location, prior behaviour, and query intent signals that no manual rule can replicate. Do not try to pin specific sitelinks or callouts to specific queries through asset scheduling alone.

Automated creation of assets is a different matter. AI-generated assets may not reflect your brand voice, may contain inaccurate claims, may not comply with industry-specific regulations (particularly in financial services, healthcare, or legal advertising), and may point to URLs that have not been approved by your compliance team. For any account operating in a regulated industry, review all automated assets weekly and pause those that do not meet compliance standards. For all accounts, treat automated assets as supplementary to — not a replacement for — a strong manually curated asset library.^[3]

Dimension	Automate	Keep manual control
Asset serving and combination selection	Yes — Google’s context signals are superior	No — do not attempt to force specific combinations
Asset creation (text)	Supplement with AI-generated variations after manual core is built	All claims, compliance language, brand voice, pricing accuracy
Asset creation (images)	AI generation acceptable for low-risk generic categories	All regulated industries; all brand identity imagery
Performance Max asset groups	Allow system to test combinations	Supply and curate the input library; pause low-rated assets after 3-week review period
Automated callouts and dynamic sitelinks	Allow as a gap-fill when manual assets are limited	Review weekly; pause any automated asset with inaccurate claims

10. Asset Level Strategy: Account, Campaign, Ad Group

One of the most common structural errors in Google Ads accounts is applying all assets at account level for convenience, then wondering why ads show irrelevant sitelinks or callouts for specific campaigns. Google’s asset hierarchy is designed to allow specificity: the most specific level attached to a campaign wins.^[3][5] Understanding how to use each level deliberately is the difference between an asset strategy and an asset dump.

Account level

Account-level assets serve as a universal fallback. They are appropriate for information that is true and relevant for every campaign in the account: the business phone number (for call assets), a “Contact Us” sitelink, an “About Us” sitelink, business-wide callouts such as “Australian-owned” or “Over 15 years experience”, and location assets tied to the Google Business Profile. Keep the account-level asset pool clean and small. An account-level sitelink that is only relevant to one campaign should be moved to campaign level immediately.

Campaign level

Campaign-level assets are the primary working layer for most accounts. This is where you build offer-specific sitelinks, product-category callouts, service-specific structured snippets, and promotion assets tied to a particular product line. A well-structured account will have distinct sitelink sets for each major campaign, even if they share some themes, because the search intent at campaign level typically differs enough to justify differentiated assets.

Ad group level

Ad group-level assets are the most resource-intensive to build and maintain but deliver the tightest intent match. They are most valuable in two scenarios: high-spend ad groups where the incremental performance improvement justifies the effort, and ad groups targeting very specific queries where campaign-level assets are insufficiently precise. For most accounts spending under $50,000 per month, ad group-level assets should be limited to the top 3–5 highest-spend ad groups in each campaign. Below that threshold, the management overhead typically exceeds the performance benefit.

11. Reporting and Optimisation

Asset reporting in Google Ads was updated when Google deprecated the “Performance label” column, replacing it with full performance statistics.^[15] This means asset evaluation now relies on actual click, impression, cost, and conversion data rather than a simplified Low/Good/Best label. The implication for your reporting workflow is that you need to pull and interpret raw performance data rather than relying on a single label to make asset decisions.

Where to find asset performance data

In Google Ads, navigate to the Assets section (previously Extensions) within a campaign or at account level. Select the asset type you want to review. The available columns include Impressions, Clicks, CTR, Cost, Conversions, and Conversion value, depending on your conversion tracking configuration. For Performance Max, asset-level reporting is available through the Asset group report in the Insights tab.^[15]

For App campaigns, Google constrains asset reporting to a 14-day window.^[15] For Search and Performance Max, use the last 28 or 30 days as your standard reporting window for asset reviews, and the last 90 days for quarterly strategic decisions about which asset types to invest in further.

The review cadence

A practical 2026 asset review cadence runs on three cycles. Weekly: check for assets that have accumulated zero impressions in 7 days (likely disapproved or ineligible — investigate immediately), review any automated assets created in the past 7 days for accuracy and compliance, and flag any assets tied to expired promotions. Monthly: review full performance statistics for all active assets, identify the lowest-CTR sitelinks and callouts relative to the campaign average, and shortlist 2–3 assets for replacement. Quarterly: conduct a full asset audit across all levels, reassess whether account-level assets are still universally applicable, build new creative for the next promotional calendar quarter, and review image assets for freshness and relevance.

When to replace vs retain an asset

Google’s guidance is to wait approximately 2–3 weeks after any structural change before drawing conclusions from performance data in Performance Max.^[3] For Search assets, allow at least 1,000 impressions before making a replacement decision on a sitelink or callout. Do not remove assets when impressions are low simply because CTR is low — the asset may be serving in low-intent contexts. Instead, assess CTR relative to the campaign average CTR, not in isolation. Replace an asset when it has accumulated sufficient impressions (1,000 minimum) and its CTR is more than 25% below the campaign’s average sitelink CTR, or when its content is no longer accurate.

12. Common Mistakes to Avoid

The following mistakes recur across accounts of all sizes and budget levels. Each one is specific, measurable, and correctable.

• Running fewer than 4 sitelinks. Below 4 sitelinks, Google’s ability to show the expanded sitelink format is constrained. You need a minimum of 2 for any sitelinks to show at all, but the desktop format shows up to 6.^[75] Anything between 2 and 5 leaves serving opportunities on the table.
• Duplicate sitelink URLs. Pointing two or more sitelinks to the same URL signals low asset quality and wastes serving slots. Each sitelink must have a distinct, relevant destination.^[2]
• Account-level assets that are not universally applicable. A sitelink for “EOFY Sale” at account level will show on campaigns running in July after the sale has ended. Apply time-sensitive or campaign-specific assets at campaign level with appropriate scheduling.
• Ignoring automated assets in regulated industries. AI-generated callouts and sitelinks can contain unsubstantiated superlatives or inaccurate claims. In financial services, healthcare, or legal advertising, this is a compliance risk. Review automated assets weekly and disable automatic creation where your industry requires controlled messaging.
• Replacing assets too quickly after launch. Google recommends waiting 2–3 weeks before replacing low-performing Performance Max assets.^[3] Removing an asset after 3 days of low performance resets learning, removes data, and creates instability in the asset pool.
• Running call assets outside business hours. A call asset active at 11 pm for a business closed at 5 pm generates unanswered calls, wastes impression value, and creates a negative first experience with the brand. Use asset scheduling to restrict call assets to staffed hours.
• Uploading images below the minimum specification. Images below 600×314 pixels (landscape) or 300×300 pixels (square) will be rejected by the platform.^[3] Always supply images at the recommended 1200×628 and 1200×1200 to maximise quality across all placements.
• Not supplying both image aspect ratios. Supplying only a landscape image means the ad is ineligible for placements that require a square crop. Supplying both 1.91:1 and 1:1 maximises placement eligibility across Search, Display, and Performance Max inventory.^[3]
• Running promotion assets past the offer end date. A promotion asset showing “25% off” after the sale has ended creates a false urgency signal, damages trust at the click-through stage, and risks a Google Ads policy violation. Always set a hard end date in the asset settings.
• Applying no assets to Performance Max campaigns. A Performance Max campaign with minimal assets is severely constrained in its ability to serve across Google’s full inventory. For PMax, populate every available asset slot with high-quality creative before the campaign goes live.^[3]

13. What Changed Recently (Last 30 Days)

The most significant asset-related changes confirmed by official Google sources as of August 2026 fall into three areas: a new API capability for generative AI asset creation, new asset field support, and a reporting deprecation that affects how account managers should evaluate asset performance.

AssetGenerationService in Google Ads API v22

Google Ads API v22 introduced the AssetGenerationService, which enables programmatic generation of both text and image assets using generative AI.^[15] For advertisers and agencies managing large accounts or multiple clients through the API, this opens the possibility of at-scale asset creation without manual copy writing for every variation. However, as noted in Section 9, AI-generated assets in regulated industries require human review before they serve. The AssetGenerationService is a production tool, not a compliance shortcut.

TEXT_DISCLAIMER asset field and BUSINESS_LOGO support

API v22 also added support for the TEXT_DISCLAIMER asset field, which allows disclaimer-style text to be attached to ads where required by policy or regulation.^[15] This is particularly relevant for Australian accounts in financial services (where AFSL-related disclaimers are often required) and healthcare. Separately, BUSINESS_LOGO support was added for CustomerAsset, improving the ability to attach brand logos programmatically.^[15]

Performance label column deprecated

Google has deprecated the Performance label column in asset reporting, which previously summarised asset performance as Learning, Low, Good, or Best.^[15] Full performance statistics (Impressions, Clicks, CTR, Conversions, Cost) are now the primary data source for asset evaluation. If your reporting templates or dashboards reference the Performance label column, update them immediately — the column is no longer populated. Replace it with CTR relative to campaign average, conversion rate where volume allows, and impression share as indicators of asset health.

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