Demand Gen Gets an Insights Tab and Control-Centered Reporting
Demand Gen's new insights tab surfaces category demand and asset performance. Here's how to read it without fooling yourself.
Google rolled out an insights tab for Demand Gen in August 2025, pulling category-demand trends, audience breakdowns and asset-level performance into one view previously scattered across reports.
What you need to know
The update in four points:
- Category demand signals show rising or falling intent per placement
- Asset performance is now comparable inside the campaign UI
- Audience expansion stories are clearer than in campaign-level tables
- Insights are directional — pair them with conversion data, not CPMs
What this means for advertisers
Better reporting is the fastest killer of half-true optimisations. The tab makes it obvious when Demand Gen reach is inflating CPMs without converting, which was previously a spreadsheet-detective job.
Next step
Use the insights tab as a monthly steering view, not a daily control panel — decisions inside smart-bidding campaigns still need conversion data and time to learn.
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