Reporting tips & tricks

Reporting tips & tricks
Takeshi Hagikura, Google, Inc.


Agenda
● Reporting Concepts
● Reporting Tips
● Classification of Reports
● Useful Examples
● Recent Updates


Reporting Concepts


Reporting
Is one of the most important features for AdWords API

It’s essential to run the cycle

Account
Creation


Prepare
Creatives

Bidding

Check
Performance

Documents for Reporting
Due to its complexity and large coverage,
there were some undocumented behaviors.
We’ve made improved documents available


Reporting Tips


Single versus Multi attribution
● Distinguishes how impressions are recorded for Display
Network

Suppose you are targeting
- Age : 25-34
- Topic : Books & Literature
- Keyword : Science


Single attribution
Only one of the triggering criteria will be recorded for a given
impression in the following order.
Placement (most specific)
Age
Gender
Topic
Interests and remarketing list
Keyword (least specific)

Criteria Performance
Criteria, Impressions
25 to 34, 3

Multi attribution
Up to one criterion in each dimension will have the impression
recorded for it (This matches the AdWords UI).
Age Range Performance
25 to 34, 3
Display Topic Performance
Books & Literature, 3
Display Keyword Performance
Science, 3

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

Zero Impressions
To explicitly exclude
<selector>
<fields>Cost</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


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

Segmentation
Split the data by segments
<selector>
</selector>

<selector>
<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


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>AdNetworkType1</fields>
</selector>

Sement fields without Metric
fields

Campaign ID,Campaign,Network
Total, --, --

No rows will be returned

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

Special Keyword ID
● Keyword ID 3000006
● A criteria ID of 3000006 represents stats associated with the
Display Campaign Optimizer.


Classification of reports
Know when to use what report


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

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

Reports for Display Stats
● Reports intended to retrieve stats for Display Network
● Multi attribution (Should match one of the AdWords UI tabs)
● Display Keyword Performance Report
● Placement Performance Report
● Display Topics Performance Report
● Audience Performance Report
● Gender Performance Report
● Age Range Performance Report

● Single attribution
● Criteria Performance Report (To be precise, it includes Search Network)

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


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)

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


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


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

Useful Examples


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 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 App Engine (Python) Reporting
● End-to-End example using OAuth2 on App Engine

Complete example available at goo.gl/30Rhrq

Recent Updates


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


● New Fields
○ GCLID (Google Click ID) in Click Performance Report

● Placement Performance Report
○ Started returning automatic placements


● 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


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


Questions?


Reporting tips & tricks

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