When running Google Ads campaigns, it’s important to understand where your traffic is coming from. Are your clicks coming from Google Search itself, or from Search Partners? Is your Display traffic performing differently than you thought?
Here’s a breakdown of where to find these insights — both in Google Ads and Google Analytics 4 (GA4).
What Are Search Partners?
Search Partners are websites that have partnered with Google to show search ads. These can include:
- Google Maps
- YouTube (for some search placements)
- Directory sites (like Ask.com or AOL)
- Shopping comparison sites
Ads shown here can perform differently from those on Google Search, so it’s smart to monitor them separately.
Where to Find Search Partner and Display Traffic in Google Ads
1. Segment by Network
- Go to your Google Ads dashboard.
- Navigate to Campaigns or Ad Groups.
- Click on the “Segment” dropdown menu.
- Choose:
→ Network (with search partners)
This breaks out performance by:
- Google Search
- Search Partners
- Display Network
- YouTube Search (sometimes)
2. Filter for Display Network Only
For Display campaigns:
- Go to your Campaigns overview.
- Filter by campaign type:
→ Display
This helps you analyze only traffic from banner/display ads.
Can You See This in Google Analytics 4?
Not directly.
In GA4, you can’t easily separate Search Partner traffic from Google Search traffic. It’s all bucketed under:
Source / Medium = google / cpc
There are workarounds, like:
- Using UTM parameters to label your campaigns.
- Creating custom dimensions via
ad_distribution_network. - Looking into BigQuery exports for advanced analysis.
But in general: Google Ads is your best source for separating Search Partner and Display traffic.
Pro Tip: Why You Should Care
Some reasons you might want to monitor this:
- Search Partner traffic often has a lower CTR and conversion rate.
- Display traffic can drive large volumes, but with less intent.
- Knowing this helps you make smarter budget decisions, like:
- Opting out of Search Partners if they underperform
- Splitting Search and Display into separate campaigns
- Adjusting bids or placements accordingly
Conclusion
Want to see how much traffic comes from Search Partners or the Display Network?
- Use “Segment → Network (with search partners)” in Google Ads.
- Don’t rely on GA4 for this — it lacks that level of detail.
Keeping a close eye on where your clicks are coming from gives you the power to optimize better and waste less budget. These networks — especially the Display Network and Search Partners — are often responsible for wasted ad spend if left unchecked. Make sure your budget works for you, not against you.
