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Quick Description = occurs when a viewer expands your Lightbox ad. Also, in the future, other ad types may support engagement metrics. 

Referred to as = Engagements

Engagements are a metric used specifically for Lightbox ads which are used in Gmail campaigns for example. Lightbox ads are rich interactive ad formats that charge per engagement.

How Engagements Work

An engagement is defined as expanding an engagement campaign ad, which is done by either clicking on it or hovering over it with the mouse for two seconds… It is at this point that Google will charge you.

This ad format, and hence this metric, only applies to campaigns using the Google Display Network (GDN). Engagements are the primary metric and the basis for bidding when using any of the following ad formats:

  • YouTube Masthead Lightbox
  • Cross Device Ads
  • Lightbox ads linked to Google Merchant Centre (product engagement ads)


Engagements are the key metric in determining ad performance as the ad requires an engagement before the user clicks through to your landing page. Other related metrics are the Engagement Rate and Cost Per Engagement… Combined with Engagements and Clicks, these will help you to determine how your Engagement campaign is running.

Benefits of Engagements

Any campaign that uses Cost Per Engagement billing is designed to help you reach a more targeted, valuable and engaged audience. Because you only pay when someone deliberately engages, you only pay for relevant potential customers. Targeting users that have ‘opted in’ is much more effective and the ability to deliver stunning ads further improves the journey through the conversion funnel.
Similar to Views,

Engagements help to produce targeted branding campaigns with rich media ad formats like Lightbox. These are a powerful branding tool allowing you to reach millions of relevant users with standard flexible targeting options available on the display network.

Other Relevant Metrics

You may also be interested in reading some of the following guides relevant to Engagements from our metrics knowledge base:

  • Engagement Rate
  • CPE (Cost Per Engagement)
  • Lightbox Ads
  • Engagement Ads
  • Gmail Campaigns


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