AdWords API Workshops – All rights reserved
Reporting tips & tricks
Takeshi Hagikura, Google, Inc.

AdWords API Workshops – All rights reserved
Agenda
● Reporting Concepts
● Reporting Tips
● Classification of Reports
● Useful Examples
● Recent Updates

AdWords API W...
Reporting Concepts

AdWords API Workshops – All rights reserved
Reporting
Is one of the most important features for AdWords API

It’s essential to run the cycle

Account
Creation

AdWord...
Documents for Reporting
Due to its complexity and large coverage,
there were some undocumented behaviors.
We’ve made impro...
Reporting Tips

AdWords API Workshops – All rights reserved
Single versus Multi attribution
● Distinguishes how impressions are recorded for Display
Network

AdWords API Workshops – ...
How to tell Multi versus Single attribution report
Defined by a report type
● Example single attribution report
○ Criteria...
Example of how stats are recorded
● On Display Network

Suppose you are targeting
- Age : 25-34
- Topic : Books & Literatu...
Single attribution
Not recommend for Display traffic
Only one of the triggering criteria will be recorded for a given impr...
Multi attribution
Up to one criterion in each dimension will have the impression
recorded for it (This matches the AdWords...
Zero Impressions
Stats for entities that have not been viewed
<selector>
<fields>CampaignId</fields>
<fields>CampaignName<...
Zero Impressions
To explicitly exclude
<selector>
<fields>CampaignId</fields>
<fields>CampaignName</fields>
<fields>Clicks...
Things to remember for Zero Impressions
● Starting with v201309, such reports throw an error if the
includeZeroImpressions...
Segmentation
Split the data by segments
<selector>
<fields>CampaignId</fields>
<fields>Clicks</fields>
<fields>Impressions...
Things to remember for Segmentation
● Any of the Segment fields disable
includeZeroImpressions automatically.
● Must be us...
Special Keyword ID
● Keyword ID 3000000
● All keywords on the display network will be represented by a
special keyword (te...
Special Keyword ID
● Keyword ID 3000006
● A criteria ID of 3000006 represents stats associated with the
Display Campaign O...
Classification of reports
Know when to use what report

AdWords API Workshops – All rights reserved
As of October 2013
● 38 reports available
Account Performance
Account Reach Frequency
Ad Performance
Ad Extensions Perform...
Reports for Display Stats
● Reports intended to retrieve stats for Display Network
● Multi attribution (Should match one o...
Reports for Structural Data
● Reports to retrieve structural data on your account
● Campaign Performance Report
● Ad Group...
Reports for each Dimension
● Reports for Stats in terms of each Dimension
● (Campaign / Ad Group / Account) Reach Frequenc...
Reports for Criteria with Enhanced Campaign
● Reports for Stats in terms of each Criteria
● Campaign Location Target Repor...
Reports for Ad Extensions
● For Upgraded Ad Extensions (Sitelinks, Call, App)
● Placeholder Feed Item Report

● For Legacy...
Other Reports
● For Dynamic Search Ads
● Keywordless Category Report
● Keywordless Query Report

● For Shared Sets (Beta f...
Useful Examples

AdWords API Workshops – All rights reserved
Structure Reports
● Get structural information on your account, pulling a
number of reports in one go.
External CID: 25841...
AdWords API on Rails
● End-to-End example using Ruby on Rails
● Authorization with OAuth2.0 schema
and credentials re-use....
AdWords App Engine (Python) Reporting
● End-to-End example using OAuth2 on App Engine

Complete example available at goo.g...
Recent Updates

AdWords API Workshops – All rights reserved
Starting from v201309
● New reports
○ Age Range Performance Report
○ Gender Performance Report

● Out of beta
○ Keywordles...
Starting from v201309
● New Fields
○ GCLID (Google Click ID) in Click Performance Report

● Placement Performance Report
○...
Starting from v201309
● Stats objects in services have been removed.
■ Use Reporting from v201309 on.
● All fields that we...
Resources,
Reporting Basic Guide - http://goo.gl/07KaHv
Reporting Concept - http://goo.gl/FoOIQ3
Structure Reports - http:...
Questions?

AdWords API Workshops – All rights reserved
AdWords API Workshops – All rights reserved
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Reporting tips & tricks

  1. 1. AdWords API Workshops – All rights reserved
  2. 2. Reporting tips & tricks Takeshi Hagikura, Google, Inc. AdWords API Workshops – All rights reserved
  3. 3. Agenda ● Reporting Concepts ● Reporting Tips ● Classification of Reports ● Useful Examples ● Recent Updates AdWords API Workshops – All rights reserved
  4. 4. Reporting Concepts AdWords API Workshops – All rights reserved
  5. 5. Reporting Is one of the most important features for AdWords API It’s essential to run the cycle Account Creation AdWords API Workshops – All rights reserved Prepare Creatives Bidding Check Performance
  6. 6. Documents for Reporting Due to its complexity and large coverage, there were some undocumented behaviors. We’ve made improved documents available AdWords API Workshops – All rights reserved
  7. 7. Reporting Tips AdWords API Workshops – All rights reserved
  8. 8. Single versus Multi attribution ● Distinguishes how impressions are recorded for Display Network AdWords API Workshops – All rights reserved
  9. 9. How to tell Multi versus Single attribution report Defined by a report type ● Example single attribution report ○ Criteria Performance Report ● Example multi attribution report ○ Display Keyword Performance Report ○ Placement Performance Report ○ Display Topic Performance Report Explained at the report type document goo.gl/592gj AdWords API Workshops – All rights reserved
  10. 10. Example of how stats are recorded ● On Display Network Suppose you are targeting - Age : 25-34 - Topic : Books & Literature - Keyword : Science AdWords API Workshops – All rights reserved
  11. 11. Single attribution Not recommend for Display traffic Only one of the triggering criteria will be recorded for a given impression. Hard to tell which criterion is chosen. Use Multi attribution reports instead. Placement (most specific) Age Gender Topic Interests and remarketing list Keyword (least specific) Criteria Performance Criteria, Impressions 25 to 34, 3 AdWords API Workshops – All rights reserved
  12. 12. Multi attribution Up to one criterion in each dimension will have the impression recorded for it (This matches the AdWords UI *1). Age Range Performance Criteria, Impressions 25 to 34, 3 Display Topic Performance Criteria, Impressions Books & Literature, 3 Display Keyword Performance Criteria, Impressions Science, 3 *1 Technically if you have shared ads, the number between AdWords UI and API don’t match AdWords API Workshops – All rights reserved
  13. 13. Zero Impressions Stats for entities that have not been viewed <selector> <fields>CampaignId</fields> <fields>CampaignName</fields> <fields>Clicks</fields> <fields>Impressions</fields> </selector> <includeZeroImpressions>true<includeZeroImpressions> Campaign ID,Campaign,Clicks,Impressions 79373208,ZeroCampaign1,0,0 79533768,ZeroCampaign2,0,0 77934528,Test Campaign,110,6197 AdWords API Workshops – All rights reserved
  14. 14. Zero Impressions To explicitly exclude <selector> <fields>CampaignId</fields> <fields>CampaignName</fields> <fields>Clicks</fields> <fields>Cost</fields> <fields>Impressions</fields> <predicates> <field>Impressions</field> <operator>GREATER_THAN</operator> <values>0</values> </predicates> </selector> AWQL Select CampaignId, CampaignName Clicks, Cost, Impressions from CAMPAIGN_PERFORMANCE_REPORT Where Impressions > 0 Campaign ID,Campaign,Clicks,Impressions 77934528,Test Campaign,110,6197 AdWords API Workshops – All rights reserved
  15. 15. Things to remember for Zero Impressions ● Starting with v201309, such reports throw an error if the includeZeroImpressions flag is set to true ○ ○ ○ ○ Keywordless Category Report Keywordless Query Report URL Performance Report Search Query Performance Report ● Implicit exclusion ○ With Segment fields ● Another use of zero impressions ○ providing account structure ■ SOAP call doesn’t allow you retrieve large set of results AdWords API Workshops – All rights reserved
  16. 16. Segmentation Split the data by segments <selector> <fields>CampaignId</fields> <fields>Clicks</fields> <fields>Impressions</fields> </selector> <selector> <fields>CampaignId</fields> <fields>Clicks</fields> <fields>Impressions</fields> <fields>AdNetworkType1</fields> </selector> Campaign ID,Clicks,Impressions 79373208,2,20 79533768,3,40 Campaign ID,Clicks,Impressions, AdNetworkType1 79373208,2,20,Search Network 79373208,0,0,Content Network 79533768,2,30,Search Nework 79533768,1,10,Content Network AdWords API Workshops – All rights reserved
  17. 17. Things to remember for Segmentation ● Any of the Segment fields disable includeZeroImpressions automatically. ● Must be used with any Metric (Impressions, Clicks, Cost … etc) fields <selector> <fields>CampaignId</fields> <fields>CampaignName</fields> <fields>AdNetworkType1</fields> </selector> Segment fields without Metric fields AdWords API Workshops – All rights reserved Campaign ID,Campaign,Network Total, --, -- No rows will be returned
  18. 18. Special Keyword ID ● Keyword ID 3000000 ● All keywords on the display network will be represented by a special keyword (text: "Content") with ID 3000000 in single attribution reports (e.g. Keyword Performance Report) Keyword Performance Report Keyword ID,Impressions, Keyword 23458623485,2,flower 23458623815,4,health 3000000,4, Content To retrieve detailed stats for each keyword, use Display Keyword Performance Report AdWords API Workshops – All rights reserved
  19. 19. Special Keyword ID ● Keyword ID 3000006 ● A criteria ID of 3000006 represents stats associated with the Display Campaign Optimizer. AdWords API Workshops – All rights reserved
  20. 20. Classification of reports Know when to use what report AdWords API Workshops – All rights reserved
  21. 21. As of October 2013 ● 38 reports available Account Performance Account Reach Frequency Ad Performance Ad Extensions Performance Ad Group Performance Ad Group Reach Frequency Age Range Performance Audience Performance Automatic Placements Performance Budget Performance Call Metrics Call Details Campaign Performance Campaign Ad Schedule Target Campaign Location Target Campaign Negative Keywords Performance Campaign Negative Locations Campaign Negative Placements Performance Campaign Platform Target Campaign Reach Frequency Campaign Shared Set Click Performance Creative Conversion AdWords API Workshops – All rights reserved Criteria Destination URL Display Keyword Performance Display Topics Performance Gender Performance Geo Performance Keywordless Category Keywordless Query Keywords Performance Managed Placements Performance Placeholder Feed Item Placement Performance Search Query Performance Shared Set Criteria Shared Set URL Performance
  22. 22. Reports for Display Stats ● Reports intended to retrieve stats for Display Network ● Multi attribution (Should match one of the AdWords UI tabs *1) ● Display Keyword Performance Report ● Placement Performance Report ● Display Topics Performance Report ● Audience Performance Report ● Gender Performance Report ● Age Range Performance Report ● Single attribution (Not recommended for Display Stats) ● Criteria Performance Report (To be precise, it includes Search Network) *1 Technically if you have shared ads, the number between AdWords UI and API don’t match AdWords API Workshops – All rights reserved
  23. 23. Reports for Structural Data ● Reports to retrieve structural data on your account ● Campaign Performance Report ● Ad Group Performance Report ● Ad Performance Report ● Keywords Performance Report Note : AdWords API SOAP calls doesn’t allow you to retrieve large set of results AdWords API Workshops – All rights reserved
  24. 24. Reports for each Dimension ● Reports for Stats in terms of each Dimension ● (Campaign / Ad Group / Account) Reach Frequency Report ● Geo Performance Report (Physical Location and User Interest) ● Destination URL Report ● URL Performance Report ● Creative Conversions Report ● Search Query Performance Report ● Call Metric Call Details (beta feature) AdWords API Workshops – All rights reserved
  25. 25. Reports for Criteria with Enhanced Campaign ● Reports for Stats in terms of each Criteria ● Campaign Location Target Report ● Campaign Ad Schedule Target Report ● Campaign Platform Target Report AdWords API Workshops – All rights reserved
  26. 26. Reports for Ad Extensions ● For Upgraded Ad Extensions (Sitelinks, Call, App) ● Placeholder Feed Item Report ● For Legacy Ad Extensions (Other Extensions) ● Ad Extension Performance Report AdWords API Workshops – All rights reserved
  27. 27. Other Reports ● For Dynamic Search Ads ● Keywordless Category Report ● Keywordless Query Report ● For Shared Sets (Beta feature) ● Shared Set Report ● Shared Set Criteria Report ● Campaign Shared Set Report Refer to the document (goo.gl/592gj) for all reports and available fields AdWords API Workshops – All rights reserved
  28. 28. Useful Examples AdWords API Workshops – All rights reserved
  29. 29. Structure Reports ● Get structural information on your account, pulling a number of reports in one go. External CID: 2584197734, "Test Account". Campaigns: +-CampaignId: 103196054 "TestCampaign", (deleted). +--With an Amount of 50.0, a Bidding Strategy of "cpc", showing 0 Impressions. +-- AdGroupId: 4486349654, "AdGroup Test Account" (paused) +-- AdGroupId: 4654290014, "AdGroup Test Account 3" (paused) +-- AdId: 17462687174, "Free Wibbles" (enabled) +-- AdId: 17462687294, "Free Wobbles" (enabled) Keywords: Criteria/KeywordId: 384251319 - [woozles] (+) - pending review. Criteria/KeywordId: 384251319 - [woozles] (+) - pending review. Complete example available at goo.gl/Jt4gDZ AdWords API Workshops – All rights reserved
  30. 30. AdWords API on Rails ● End-to-End example using Ruby on Rails ● Authorization with OAuth2.0 schema and credentials re-use. ● Simple service request (CampaignService.get) and displaying the results. ● Basic reporting functionality Complete example available at goo.gl/HBzoMi AdWords API Workshops – All rights reserved
  31. 31. AdWords App Engine (Python) Reporting ● End-to-End example using OAuth2 on App Engine Complete example available at goo.gl/30Rhrq AdWords API Workshops – All rights reserved
  32. 32. Recent Updates AdWords API Workshops – All rights reserved
  33. 33. Starting from v201309 ● New reports ○ Age Range Performance Report ○ Gender Performance Report ● Out of beta ○ Keywordless Category Performance Report ○ Keywordless Query Performance Report ○ Campaign Location Target Report AdWords API Workshops – All rights reserved
  34. 34. Starting from v201309 ● New Fields ○ GCLID (Google Click ID) in Click Performance Report ● Placement Performance Report ○ Started returning automatic placements AdWords API Workshops – All rights reserved
  35. 35. Starting from v201309 ● Stats objects in services have been removed. ■ Use Reporting from v201309 on. ● All fields that were available with Stats objects before v201309 are available with AdHoc reports Refer to this blog post for more details. goo.gl/CGkyC9 AdWords API Workshops – All rights reserved
  36. 36. Resources, Reporting Basic Guide - http://goo.gl/07KaHv Reporting Concept - http://goo.gl/FoOIQ3 Structure Reports - http://goo.gl/Jt4gDZ Demo applications - http://goo.gl/hMnsm5 AdWords API Workshops – All rights reserved
  37. 37. Questions? AdWords API Workshops – All rights reserved
  38. 38. AdWords API Workshops – All rights reserved

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