Effective Reporting

Gustavo Moreira<Presenter>

Reporting tips & tricks

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

Documentation

● Report types

● Report fields

● Optimizing report downloads

Reporting Tips

Single vs Multi Attribution

Distinguishes how impressions are recorded for Display Network

How to tell which is which?

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

How stats are recorded

On Display Network

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

Single Attribution

Not recommend for Display traffic● One criteria recorded for a given

impression● Hard to tell which one● Use Multi attribution reports instead.

Criteria Performance Criteria, Impressions25 to 34, 3

Multi Attribution

Age Range Performance Criteria, Impressions25 to 34, 3

Display Topic PerformanceCriteria, ImpressionsBooks & Literature, 3

Display Keyword PerformanceCriteria, ImpressionsScience, 3

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

Zero Impressions - Notes

● Not all reports support zeroImpressions

● Implicit exclusion○ With Segment fields

● Another use of zero impressions○ Recovering the account structure

■ SOAP call doesn't allow you to retrieve large set of results

Segmentation

Split data by segment

Campaign ID,Impressions79373208,2079533768,40

<selector> <fields>CampaignId</fields> <fields>Impressions</fields> <fields>AdNetworkType1</fields></selector>

CampaignID,Impressions,AdNetworkType179373208,20,Search Network79373208,0,Content Network79533768,30,Search Network79533768,10,Content Network

<selector> <fields>CampaignId</fields> <fields>Impressions</fields></selector>

Segmentation - Remember

● Any of the Segment fields disable includeZeroImpressions automatically

● Must be used with any Metric fields ○ Impressions, Clicks, Cost, etc. ○ No rows will be returned otherwise

Special Keyword ID

● Keyword ID 3000000○ text: "Content"

To retrieve detailed stats for each keyword, use Display Keyword Performance Report

Keyword Performance ReportKeyword ID,Impressions, Keyword23458623485,2,flower 23458623815,4,health3000000,4, Content

Classification

Available Report TypesThere is A LOT of reports available!

Creative ConversionCriteria PerformanceDestination URLDisplay Keyword PerformanceDisplay Topics PerformanceGender PerformanceGeo PerformanceKeywordless CategoryKeywordless QueryKeywords PerformanceLabelPaid and Organic QueryPlaceholderPlaceholder Feed ItemPlacement PerformanceProduct PartitionSearch Query PerformanceShared Set CriteriaShared SetShopping PerformanceURL PerformanceUser Ad Distance

Account PerformanceAccount Reach FrequencyAd PerformanceAd Customizers Feed ItemAd Extensions PerformanceAd Group PerformanceAd Group Reach FrequencyAge Range PerformanceAudience PerformanceAutomatic Placements PerformanceBid Goal 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 Performance

Reports for Display Stats

● Reports intended to retrieve stats for Display Network (Multi attribution):○ 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)○ Criteria Performance Report (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

Note: AdWords API SOAP calls don’t allow the retrieve of large sets of results

Reports for each Dimension

● Reports for Stats in terms of each Dimension○ 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

Reports for Campaign Criteria

● Reports for Stats in terms of each Criteria○ Campaign Location Target Report

○ Campaign Ad Schedule Target Report

○ Campaign Platform Target Report

Report 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○ Shared Set Report○ Shared Set Criteria Report ○ Campaign Shared Set Report

Useful Examples

Get structural information on your account, pulling a number of reports in one go.SELECT CampaignStatus, CampaignId, CampaignName, ExternalCustomerId,

Amount, ImpressionsFROM CAMPAIGN_PERFORMANCE_REPORTDURING YESTERDAY

"Sample Campaign Report"Campaign state,Campaign ID,Campaign name,Customer ID,Amount,Impressionsenabled,68637337,Campaign1,14086417,1,10removed,84039937,Campaign2,21702097,2,100enabled,85539817,Campaign3,51774217,3,1000enabled,94709137,Campaign4,29009257,4,10000Total, --, --, --

Structure Reports

Complete documentation available at goo.gl/Jt4gDZ

AdWords API on RailsEnd-to-End example using Ruby on Rails

Complete example available at GitHub.

AW AppEngine (Python) ReportingEnd-to-End example using OAuth2 on App Engine

Complete example available at goo.gl/30Rhrq

AwReporting

Simple tool to download reports to local DB

● Open source

● Available on GitHub

ResourcesReporting Basic Guide Reporting ConceptStructure ReportsDemo applicationsAwReporting