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● Reporting Concepts
● Reporting Tips
● Classification of Reports
● Useful Examples
● Recent Updates
Agenda
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Is one of the most important features for AdWords APIIt’s essential to run the cycle
Reporting
Account Creation
Prepare Creatives Bidding Check
Performance
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Due to its complexity and large coverage, there were some undocumented behaviors.
We’ve made improved documents available
Documents for Reporting
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● Distinguishes how impressions are recorded for Display Network
Suppose you are targeting - Age : 25-34- Topic : Books & Literature- Keyword : Science
Single versus Multi attribution
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Only one of the triggering criteria will be recorded for a given impression in the following order.
Placement (most specific)AgeGenderTopicInterests and remarketing listKeyword (least specific)
Single attribution
Criteria Performance Criteria, Impressions25 to 34, 3
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Up to one criterion in each dimension will have the impression recorded for it (This matches the AdWords UI).
Multi attribution
Age Range Performance Criteria, Impressions25 to 34, 3
Display Topic PerformanceCriteria, ImpressionsBooks & Literature, 3
Display Keyword PerformanceCriteria, ImpressionsScience, 3
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Zero Impressions
<selector> <fields>CampaignId</fields> <fields>CampaignName</fields> <fields>Clicks</fields> <fields>Impressions</fields></selector><includeZeroImpressions>true<includeZeroImpressions>
Campaign ID,Campaign,Clicks,Impressions79373208,ZeroCampaign1,0,079533768,ZeroCampaign2,0,077934528,Test Campaign,110,6197
stats for entities that have not been viewed
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Zero Impressions
<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>
Campaign ID,Campaign,Clicks,Impressions77934528,Test Campaign,110,6197
To explicitly exclude
AWQL
Select CampaignId, CampaignName Clicks, Cost, Impressions from CAMPAIGN_PERFORMANCE_REPORTWhere Impressions > 0
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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
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Split the data by segments
Segmentation
<selector> <fields>CampaignId</fields> <fields>Clicks</fields> <fields>Impressions</fields></selector>
Campaign ID,Clicks,Impressions79373208,2,2079533768,3,40
<selector> <fields>CampaignId</fields> <fields>Clicks</fields> <fields>Impressions</fields> <fields>AdNetworkType1</fields></selector>
Campaign ID,Clicks,Impressions,AdNetworkType179373208,2,20,Search Network79373208,0,0,Content Network79533768,2,30,Search Nework79533768,1,10,Content Network
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● Any of the Segment fields disable includeZeroImpressions automatically.
● Must be used with any Metric (Impressions, Clicks, Cost … etc) fields
Things to remember for Segmentation
<selector> <fields>CampaignId</fields> <fields>CampaignName</fields> <fields>AdNetworkType1</fields></selector>
Sement fields without Metric fields
Campaign ID,Campaign,NetworkTotal, --, --
No rows will be returned
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● Keyword ID 3000000● All keywords on the display network will be represented by a
special keyword (text: "Content") with ID 3000000in single attribution reports (e.g. Keyword Performance Report)
Special Keyword ID
Keyword Performance ReportKeyword ID,Impressions, Keyword23458623485,2,flower 23458623815,4,health3000000,4, Content
To retrieve detailed stats for each keyword, use Display Keyword Performance Report
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● Keyword ID 3000006
● A criteria ID of 3000006 represents stats associated with the Display Campaign Optimizer.
Special Keyword ID
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CriteriaDestination URLDisplay Keyword PerformanceDisplay Topics PerformanceGender Performance Geo PerformanceKeywordless CategoryKeywordless QueryKeywords PerformanceManaged Placements PerformancePlaceholder Feed ItemPlacement PerformanceSearch Query PerformanceShared Set CriteriaShared SetURL Performance
Account PerformanceAccount Reach FrequencyAd PerformanceAd Extensions PerformanceAd Group PerformanceAd Group Reach FrequencyAge Range Performance Audience PerformanceAutomatic Placements PerformanceBudget PerformanceCall Metrics Call DetailsCampaign PerformanceCampaign Ad Schedule TargetCampaign Location TargetCampaign Negative Keywords PerformanceCampaign Negative LocationsCampaign Negative Placements PerformanceCampaign Platform TargetCampaign Reach FrequencyCampaign Shared SetClick PerformanceCreative Conversion
● 38 reports available
As of October 2013
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● 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 Display Stats
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● Reports to retrieve structural data on your account
● Campaign Performance Report
● Ad Group Performance Report
● Ad Performance Report
● Keywords Performance Report
Reports for Structural Data
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● 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 each Dimension
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● Reports for Stats in terms of each Criteria
● Campaign Location Target Report
● Campaign Ad Schedule Target Report
● Campaign Platform Target Report
Reports for Criteria with Enhanced Campaign
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● For Upgraded Ad Extensions (Sitelinks, Call, App)
● Placeholder Feed Item Report
● For Legacy Ad Extensions (Other Extensions)
● Ad Extension Performance Report
Reports for Ad Extensions
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● 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
Other Reports
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● Get structural information on your account, pulling a number of reports in one go.
Structure Reports
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
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● End-to-End example using Ruby on Rails
AdWords API on Rails
Complete example available at goo.gl/HBzoMi
● Authorization with OAuth2.0 schema and credentials re-use.
● Simple service request (CampaignService.get) and displaying the results.
● Basic reporting functionality
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● End-to-End example using OAuth2 on App Engine
AdWords App Engine (Python) Reporting
Complete example available at goo.gl/30Rhrq
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● New reports○ Age Range Performance Report○ Gender Performance Report
● Out of beta○ Keywordless Category Performance Report ○ Keywordless Query Performance Report○ Campaign Location Target Report
Starting from v201309
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● New Fields○ GCLID (Google Click ID) in Click Performance Report
● Placement Performance Report○ Started returning automatic placements
Starting from v201309
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● 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
Starting from v201309
Refer to this blog post for more details. goo.gl/CGkyC9
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Resources, Reporting Basic Guide - http://goo.gl/07KaHvReporting Concept - http://goo.gl/FoOIQ3Structure Reports - http://goo.gl/Jt4gDZDemo applications - http://goo.gl/hMnsm5