The Top Spender Campaigns and Top Spender Keywords tables in Overview show your five highest-spending campaigns and ten highest-spending keywords for the selected campaign group, app, goal, and date range.
These sections give you a fast way to identify what is driving performance in your account and where there may be issues worth investigating.
Top Spender Campaigns
This table displays the five highest-spending campaigns within the selected campaign group for the selected date range. For each campaign, you can view:
- Campaign Name
- Spend
- Impressions
- Taps
- Installs, with the percentage change compared to the previous period
- Tap-Through Rate (TTR)
- Average CPT
Top Spender Keywords
This table displays the ten highest-spending keywords for the selected campaign group. The table includes:
- Keyword
- Spend
- Impressions
- Taps
- Installs
- Tap-Through Rate (TTR)
- Average CPT, with the percentage change compared to the previous period
Note: Keywords are displayed in two pages, with five keywords shown per page.
See more in Ads Manager
For a more detailed analysis, click See Top Campaigns on Ads Manager or See Top Spender Keywords on Ads Manager below the relevant table. You’ll be redirected to Ads Manager with the current filters automatically applied.
How to use the data
Reviewing spend efficiency: Cross-reference the campaigns and keywords consuming the most budget with your installs and TTR data to evaluate whether that spend is delivering proportionate results. A keyword with very high spend but low installs is a candidate for bid review or pausing.
Spotting unexpected entries: If a campaign or keyword appears in the top spenders that you do not expect to be there, it may indicate a broad match keyword picking up unintended traffic or a bid that is higher than intended. Unexpected top entries are worth investigating in Ads Manager.
Pro tip: Use the top spender tables as a quick daily check rather than a deep analysis tool. If the same campaigns and keywords appear at the top day after day with stable metrics, your account is running consistently. If the composition of the tables changes suddenly, it is a signal to look more closely at what shifted.
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