What’s new in ReportingIn v201506 & v201509 releases

Agenda

● Brief recap of reporting

● AdWords API v201506 updates

● AdWords API v201509 updates

● Sunset schedule

Brief recap

Recap of reporting

● One of the most important features of AdWords API

● Essential to run the cycle:

Create Account

Prepare Creatives

Set Bidding

Check Performance

Recap of reporting (Cont.)

● Report types○ 40+

● Report fields○ Type○ Display / XML names○ Behavior (Attribute vs. Metrics vs. Segment)○ Filterability○ Support Zero Impressions○ Compatibility with other fields

● Refer to the master doc for all details

Recap of reporting (Cont.)

Two ways of getting reports

1. Using Selector○ Construct a ReportDefinition to download report○ More structural, type check, lengthy code

2. Using AWQL○ Make a query string to download report○ Simple code, concise, error prone

v201506 Updates

v201506

● Zero impression rows○ Always explicitly include / exclude zero impressions○ HTTP header includeZeroImpressions ○ Works for both Selector and AWQL!

■ ReportDefinition setting precedes HTTP header includeZeroImpressions

■ Prefer to use HTTP header

v201506 (Cont.)

● AWQL: DURING clause now optional○ Get data of all dates○ Equivalent to ALL_TIME reports○ Must not be segmented by Date or Week

v201506

● Upgraded URLs○ Fields in various reports

■ [Creative]FinalUrls / FinalMobileUrls / FinalAppUrls■ [Creative]TrackingUrlTemplate / UrlCustomParameters

○ FINAL_URL_REPORT type■ Replacement for the DESTINATION_URL_REPORT.

v201506 (Cont.)

● Misc

○ GSP (Gmail Sponsored Promotion) stats■ GmailForwards, GmailSaves, GmailSecondaryClicks

○ Added a few fields in various reports ■ FinalUrl in SEARCH_QUERY_PERFORMANCE_REPORT■ StartDate / EndDate in CAMPAIGN_PERFORMANCE_REPORT■ AdGroupStatus in PLACEHOLDER_FEED_ITEM_REPORT■ CampaignName / CampaignStatus in multiple reports

v201506 (Cont.)

● Misc

○ Removed KeywordText, PlacementUrl, and UserListId from various reports■ As duplicates of the already existing Criteria field

○ Removed AdvertiserPhoneNumber from CALL_METRICS_CALL_DETAILS_REPORT

v201509 Updates

● Video reporting

○ Video campaigns that are newly created or migrated from AWV○ VIDEO_PERFORMANCE_REPORT○ New fields in various reports:

■ VideoViews, VideoViewRate, AverageCpv, VideoQuartile[25|50|75|100]Rate

○ New enum values■ AdvertisingChannelType: VIDEO■ AdNetworkType[1|2]: YOUTUBE_SEARCH, YOUTUBE_WATCH■ ClickType: VIDEO_WEBSITE_CLICKS,

VIDEO_CALL_TO_ACTION_CLICKS, VIDEO_APP_STORE_CLICKS, VIDEO_CARD_ACTION_HEADLINE_CLICKS

v201509

● Multi-channel reporting

○ Interactions: main action taken according to ad format

(Clicks for Search, Shopping and click-based Display ads, Views for

Video, Engagements for Engagement ads)

○ Engagements: main action taken with engagement ads

○ Clicks: only click-throughs to a landing page.

v201509 (Cont.)

v201509 (Cont.)

Field v201506 v201509

Clicks Text ads: clickthrough to a landing page or clicks to call

Lightbox ads: hover to expand ad format

Text ads: clickthrough to a landing page or clicks to call

Lightbox ads: clickthrough to a landing page

Video ads: clickthrough to a landing page

Engagements N/A Lightbox ads: hover to expand ad format

VideoViews N/A Video ads: view

Interactions N/A Text ads: clickthrough to a landing page or clicks to call

Lightbox ads: hover to expand ad format

Video ads: views

v201509 (Cont.)

Clicks Creative

ConversionImp CTR

Search 10 0 100 10%

Shopping 10 0 100 10%

Display 10 0 100 10%

Engagements 10 1 100 10%

Total 40 1 400 10%

Clicks Creative Conversion

Views Engagements Interactions Imp CTR Interaction Rate

Search 10 0 0 0 10 100 10% 10%

Shopping 10 0 0 0 10 100 10% 10%

Display 10 0 0 0 10 100 10% 10%

Video 3 0 10 0 10 100 3% 10%

Engagements 1 0 0 10 10 100 1% 10%

Total 34 0 10 10 50 500 6.8% 10%

v201509 (Cont.)

v201509 (Cont.)

● Conversion reporting○ Conversions field

■ Conversion data for all ConversionTracker objects with excludeFromBidding=false

○ AllConversions field■ Total number of conversions, including website, cross device,

phone call, and all conversion trackers regardless of whether they are used for bidding.

○ CrossDeviceConversions field○ Removed ConversionsManyPerClick,

EstimatedTotalConversions and similar named fields

v201509 (Cont.)

● Conversion reporting (cont.)

Removed in v201509 Use instead

N/A (did not exist before) Conversions

EstimatedTotalConversions AllConversions

EstimatedCrossDeviceConversions CrossDeviceConversions

ConversionsManyPerClick N/A (deprecated)

v201509 (Cont.)

● Active View reporting○ Active View is a technology that allows AdWords to determine

if your display ads are viewable■ Enables viewable CPM bidding

○ Fields for Active View■ ActiveViewMeasurableImpressions, ActiveViewCtr■ ActiveViewViewability, ActiveViewMeasurability■ ActiveViewMeasurableCost

■ Available in multiple reports

v201509 (Cont.)

● Fields of list / map type in v201502/06

○ Used to return a semicolon-separated list of values○ If the value of one list item was itself a list, we could not

differentiate:■ a semicolon that indicates a value for a new sub-list item■ a semicolon that indicates another value in the list for the same

sub-list item

Feed ID,Item ID,Feed placeholder type,Impressions,Attribute Values16899345,1319248854,1,0,Products;Products line 1;Products line 2;http://www.example.com/prods16899345,1319248851,1,0,About Us;About Us line 1;About Us line 2; http://www.example.com/finalUrl1;http://www.example.com/finalUrl2;http://www.example.com/mobileUrl1;http://www.example.com/mobileUrl2

Example: check the below PLACEHOLDER_FEED_ITEM_REPORT with AttributeValues field, in the last line you could not tell which attribute each URL belong to.

v201509 (Cont.)

● Fields of list / map type in v201509○ JSON formatted lists or maps

Feed ID,Item ID,Feed placeholder type,Impressions,Attribute Values16899345,1319248854,1,0,"{""1"":""Products"",""3"":""Products line 1"",""4"":""Products line 2"",""5"":[""http://www.example.com/prods""]}"16899345,1319248851,1,0,"{""1"":""About Us"",""3"":""About Us line 1"",""4"":""About Us line 2"",""5"":[""http://www.example.com/finalUrl1"",""http://www.example.com/finalUrl2""],""6"":[""http://www.example.com/mobileUrl1"",""http://www.example.com/mobileUrl2""]}"

List Map

Before value0;value1;value2 {_param0}=value0; {_param1}=value1

After [“value0”,”value1”,”value2”] {"param0":"value0","param1":"value1"}

With JSON formatting, the attribute boundaries are very clear (note the escaping by CSV/TSV)

v201509 (Cont.)

● Misc.○ Shared set type as enum display values

■ Fields● SharedSetType in CAMPAIGN_SHARED_SET_REPORT● Type in SHARED_SET_REPORT

■ Enum values● NEGATIVE_KEYWORDS● NEGATIVE_PLACEMENTS● UNKNOWN

v201509 (Cont.)

● Misc○ Added some fields in various reports

■ ExternalCustomerId, AccountDescriptiveName■ CampaignStatus, AdGroupStatus■ DayOfWeek, Week, Month, MonthOfYear, Quarter, Year■ etc.

○ Removed TotalBudget from CAMPAIGN_PERFORMANCE_REPORT■ As duplicate of Amount field

Sunset schedule

Sunset schedule

● Must upgrade on time to avoid service interruption● Can skip v201506 and migrate to v201509 directly

○ But still need to go through the migration guides for both v201506 and v201509

● Refer to the sunset schedule

Resources● Reporting Basics● Master doc of all report types/fields● v201506 Release Notes & Migration Guide● v201509 Release Notes & Migration Guide● Sunset Schedule● AdWords API Blog, Forum, G+