Final answer:
To differentiate ad performance by platform, the Device column should be added to the report. This allows for analysis of ads across various devices and helps optimize campaigns for better engagement and conversions.
Step-by-step explanation:
To see separate rows for search, content, and audience ad metrics in a report, you should add the "Device" column. By adding the Device column, you will be able to differentiate the performance of your ads across different devices, such as mobile phones, tablets, desktops, and others. This is crucial because the user experience and ad interaction can significantly vary depending on the device being used. As a result, this kind of breakdown is essential for optimizing your ad campaigns for maximum effectiveness.
For instance, if you notice that mobile devices are yielding a higher conversion rate, you may want to allocate more of your advertising budget to mobile-specific ads or optimize your existing ads for mobile platforms. Conversely, if desktop devices show lower engagement or conversion rates, you might want to investigate whether your content or ad design is not resonating with desktop users and make necessary adjustments.