The Data Insights widgets help you go beyond standard metric tables and charts by adding context, forecasting, and analysis to your reports. You can use them to report on Quality Score trends, search term patterns, geographic performance, budget pacing, Shopping feed health, and more.

The PPC Investigator widget helps you identify exactly which element in a given account caused a metric to increase or decrease. It answers questions such as why conversions/clicks dropped and can give you great insights into account improvement.

Select the metric you want to analyze, such as Clicks or Conversions. Then, select the two date ranges you want to compare under Compare Date Ranges. The widget compares the two periods and displays a tree that shows how the top-level metric changed and which sub-metrics contributed to that change.

For example, a drop in Clicks might be broken down into changes in CTR, Avg. CPC, Impressions, Search Impression Share, Search Query Volume, and more. The widget uses green and red highlighting to show positive and negative movement. (User Guide)

The PPC Narrator widget writes a short text summary of how an account's performance changed between two date ranges. You can set the tone to Positive or Critical, and switch on AI-generated text to get a fuller explanation in the report's language.

Read more about this widget here.

Use the Performance Comparison widget to compare two segments of information side by side. You can compare an account or a set of campaigns across two date ranges, or compare performance on different networks and devices for the same period.

Read more about this widget here.

The Quality Score Chart plots your account’s daily Quality Score across the selected date range, so you can see how ad relevance and landing page signals trend over time.

With the Compare with another metric option, you can plot a supporting metric, such as Avg. CPC, CTR, or Impressions, on a second axis alongside Quality Score. This helps you understand Quality Score movement in context rather than in isolation. For example, if Quality Score drops and CPCs rise on the same day, you can see the connection directly in the report.

This widget shows how performance varies by day of the week and hour of the day, laid out as a heat map. It's built on the same data as the Hour of Week Analysis tool and makes it easy to spot which time slots drive the most traffic, spend, or conversions.

The Spend Projection widget forecasts how much a campaign or budget will spend by the end of the selected date range, and flags whether pacing is on track. It works for Google Ads, Microsoft Ads, Meta Ads, and LinkedIn Ads.

Read more about this widget here.

The Geographic Heat Map plots account performance on a map so you can see where impressions, clicks, or conversions are coming from at a glance. Use it to spot regions that are pulling more than their weight and regions that might be worth pausing or bidding down.

The Funnel Chart starts with impressions at the top and filters down to conversions at the bottom, showing the drop-off rate at each stage. The percentages tell you how much of one step converts into the next, so it's easy to see where the journey is leaking.

Read more about this widget in the Chart Widgets article.

The Quality Score widget displays the average Quality Score for the selected account, campaign, or keyword set as a donut chart. It also shows the three sub-components that make up Quality Score in Google Ads: Expected CTR Quality, Ad Relevance, and Landing Page Experience.

Each sub-component has its own score, so you can quickly see which factor is lowering or supporting the average. For example, an account with a Quality Score of 5.2 might have strong Ad Relevance (7.7), but weaker Expected CTR (4.3) and Landing Page Experience (3.7). This helps you identify where to focus your optimization efforts.

Pair it with the Quality Score Chart when you want both the snapshot and the trend in the same report.

The Search Term N-grams widget groups search terms by the words and phrases they contain. This lets you report on performance at the pattern level instead of analyzing one query at a time. For example, all search terms containing “cheap” or “near me” are grouped together, making it easier to spot themes that may be worth adding as keywords or negatives.

Key settings:

The Feed Analysis widget shows how well-populated a Shopping feed is at the attribute level. It lists each attribute in the feed as a row in a table with three supporting columns: