Download - Effective Reporting
![Page 1: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/1.jpg)
Effective Reporting
Gustavo Moreira<Presenter>
Reporting tips & tricks
![Page 2: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/2.jpg)
Agenda
● Reporting Concepts
● Reporting Tips
● Classification of Reports
● Useful Examples
● Recent Updates
![Page 3: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/3.jpg)
Reporting Concepts
![Page 4: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/4.jpg)
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
![Page 5: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/5.jpg)
Documentation
● Report types
● Report fields
● Optimizing report downloads
![Page 6: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/6.jpg)
Reporting Tips
![Page 7: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/7.jpg)
Single vs Multi Attribution
Distinguishes how impressions are recorded for Display Network
![Page 8: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/8.jpg)
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
![Page 9: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/9.jpg)
How stats are recorded
On Display Network
Suppose you are targeting - Age : 25-34- Topic : Books & Literature- Keyword : Science
![Page 10: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/10.jpg)
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
![Page 11: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/11.jpg)
Multi Attribution
Age Range Performance Criteria, Impressions25 to 34, 3
Display Topic PerformanceCriteria, ImpressionsBooks & Literature, 3
Display Keyword PerformanceCriteria, ImpressionsScience, 3
![Page 12: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/12.jpg)
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
![Page 13: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/13.jpg)
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
![Page 14: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/14.jpg)
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>
![Page 15: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/15.jpg)
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
![Page 16: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/16.jpg)
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
![Page 17: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/17.jpg)
Classification
![Page 18: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/18.jpg)
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
![Page 19: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/19.jpg)
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)
![Page 20: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/20.jpg)
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
![Page 21: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/21.jpg)
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
![Page 22: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/22.jpg)
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
![Page 23: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/23.jpg)
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
![Page 24: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/24.jpg)
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
![Page 25: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/25.jpg)
Useful Examples
![Page 26: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/26.jpg)
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
![Page 27: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/27.jpg)
AdWords API on RailsEnd-to-End example using Ruby on Rails
Complete example available at GitHub.
![Page 28: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/28.jpg)
AW AppEngine (Python) ReportingEnd-to-End example using OAuth2 on App Engine
Complete example available at goo.gl/30Rhrq
![Page 29: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/29.jpg)
AwReporting
Simple tool to download reports to local DB
● Open source
● Available on GitHub
![Page 30: Effective Reporting](https://reader030.vdocument.in/reader030/viewer/2022032617/55a9eb881a28ab18638b472f/html5/thumbnails/30.jpg)
ResourcesReporting Basic Guide Reporting ConceptStructure ReportsDemo applicationsAwReporting