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ManualsBrandsGoogle ManualsSoftwareChanges to AdWords Reporting A Comprehensive Guide

Table of Contents

I. Basic Reporting Options

II. Individual Reports

III. Report Metrics

IV. Conclusion

Introduction

Reporting in AdWords is getting faster and easier! Reports that are currently only

available in the Report Center under the Reports tab are moving into the Campaigns

tab, making advanced AdWords statistics more accessible and actionable. Soon

the Report Center will be retired completely, and the Campaigns tab will be your

one-stop shop for managing campaigns, analyzing their performance, and

downloading reports.

This detailed guide walks you through the new reporting functionality on the

Campaigns tab. We’ll show you where options are currently located in the Report

Center and where the same options can be found in the Campaigns tab.

Since this document is meant to serve as a comprehensive resource for the

transition, you may see some references to changes that have yet to occur. If

you’re unable to ﬁnd a particular option in the Campaigns tab, you can continue

using the Report Center to access that feature or report for now. Reports won’t be

removed from the Report Center until all of their key functionality is available in the

Campaigns tab

Ready to get started? Let’s dive into the details!

Part 1: Basic Reporting Options

This section describes how common reporting actions can be accomplished in the

Campaigns tab.

Filter data

Filters are useful for narrowing the scope of the data in your reports. For example, if

you have a lot of keywords in your account, you can set up a cost ﬁlter to focus on

keywords that represent a substantial part of your spend.

Before After

In the Report Center, you can only choose from a limited set of ﬁlters when creating

your report.

Changes to AdWords Reporting

A Comprehensive Guide

Overview | AdWords

Summary of content (13 pages)

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Overview | AdWords Changes to AdWords Reporting A Comprehensive Guide Table of Contents I. Basic Reporting Options II. Individual Reports III. Report Metrics IV. Conclusion Introduction Reporting in AdWords is getting faster and easier! Reports that are currently only available in the Report Center under the Reports tab are moving into the Campaigns tab, making advanced AdWords statistics more accessible and actionable.
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A wider selection of filters is offered in the Campaigns tab. To see which filters are available, click the “Filter” button above any data table. If you download the table as a report, any filters you’ve applied are also included in the report. You can save useful filters for easy access in the future. Select campaigns and ad groups There may be times when you want reports to focus on a subsection of campaigns or ad groups in your account.
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Create a similar report “Create similar” links help you quickly create variations of reports you’ve run in the past. Before After In the Report Center, the link is only available for the last 15 reports you created. By contrast, the “Create similar” link is available for the last 100 reports you’ve generated in the Campaigns tab. Your reports are saved in the “Reports” section of the Control Panel & Library (accessible via the left side of the tab, below your list of campaigns).
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Moreover, you now have the flexibility to modify your report’s schedule at any time. Simply visit the “Reports” section in the Control Panel & Library and change the setting in the “Frequency” column for your report. Before After For example, if you want to stop running a scheduled report, you can change the “Frequency” column setting for your report to “None,” instead of deleting the report entirely. That way, you can keep the report on hand, in case you’d like to manually generate it in the future.
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II. Individual Reports In this section, we’ll go through each report type that’s available in the Campaigns tab. Instead of going through the extra step of visiting the Report Center to download your performance data, you can now download data tables within the Campaigns tab as reports. To export a table as a report, simply click in the toolbar above the table to open the download panel.
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Ad group reports To see statistics by ad group, visit the “Ad groups” tab and download the data table as an ad group report. Before After Like the campaigns table, you can set up a “Campaigns/Ad Groups” filter to see only certain ad groups in the table. Placement/keyword reports The Placement/Keyword report in the Report Center combines performance data for both keywords and managed placements in one report. In the Campaigns tab, you can run reports for keywords and placements separately.
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In the Report Center, you can run an ad performance report for selected ad types. For example, you can run a report for image ads and display ads, or a report just focusing on your text ads. In the Campaigns tab, go to the “Ads” tab to sort your statistics by ad type. Click the “Columns” button in the toolbar above the table and add the “Ad Type” column.
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To see URLs, click the “See URL list” button above either the automatic placements or managed placements table. By selecting individual domains, you can easily view the URL details only for those domains that you’re interested in. Click the “Download” button on the details page to export the data as a report. By providing the report directly in the Campaigns tab, we hope you can take action on the data in your report even more quickly.
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Reach and frequency reports Use the reach and frequency report to learn how many people have seen your ads and how often they’ve seen them. In the Report Center, you can aggregate data in the reach and frequency performance report at the campaign level or at the ad group level. In the Campaigns tab, you’ll find reach and frequency data on the “Dimensions” tab. You can drill down into a single campaign or ad group to view and download more detailed statistics.
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Ad distribution Ad distribution statistics let you see how your campaigns are performing on Google Display Network and search partner sites. Before After In the Report Center, you can see this information by including the “Ad Distribution” and “Ad Distribution: with search partners” columns. In the Campaigns tab, you can see the same information by adding the “Network information” column to your table.
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Before After In the Report Center, you can manually include “Highest Position Preference” and “Lowest Position Preference” columns in keyword reports. In the Campaigns tab, position preference is automatically included in your keyword table and report if you’ve enabled it for a given campaign. Impression share Impression share metrics show you the percentage of total available impressions for which your ads appeared in the market you’re targeting.
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Conversion value data If you track the value of your conversions, either manually or automatically, there are a number of columns to help you analyze the conversion value of your campaigns. The following key conversion columns from the Report Center are available in the Campaigns tab: • Total Conversion Value • Value/Conversion • Conversion Value/Cost Additional conversion value statistics, such as “Conversion Value/Click,” are not available.
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Before After Since Local Business Ads are becoming location extensions, the statistics available for your local ads are changing. Now you can see statistics for your location extensions by enabling the “Ad extensions” tab in your account. Historical video columns Historical video columns show data for Click-to-Play Video Ads, an ad format that has since been incorporated into Display Ad Builder functionality.