Google Ads

Mapping Reports to the Google Ads UI  |  AdWords API  |  Google Developers

This guide maps the concepts and naming conventions for reports in the Google
Ads UI to the comparable AdWords API reports.

Common terms

The following table summarizes some of the common terms used in the UI and their
mappings to the API.

UI API
Columns fields
Date Range dateRange
Filters predicates
Segmentation Certain fields cause segmentation
Pagination paging
Download Formats downloadFormat

Columns

Previous

New

Columns in the UI are equivalent to fields in the API.

You can customize columns in the UI by navigating to the columns menu,
while in the API you include them in your report via the fields property.

Refer to the
Report Types reference documentation for
every field available per report. On those pages, Name refers to the field name as it should be
used in your API report definition, while Display Name refers to the name of
the column as it appears in the UI.

Filtering

Date Ranges

Previous

New

The Google Ads UI has a table displaying account statistics, and a drop down menu to
control the date range of these statistics. You have the same control in the API
by using the same pre-defined date ranges, such as Last 7 days, for dateRangeType.


Filters

Previous

New

Filters in the UI are equivalent to predicates in the API, enabling you
to narrow your report results, such as when conversions are less than 5. Predicates
are composed of a report field (for example, Conversions), an operator (for example, LESS_THAN) and
a value (for example, 5). As you include predicates in your report, they are
treated as inclusive (AND) conditions. If a predicate contains an invalid ID, the
result will be an empty response.


Segmentation

Previous

New

For more detailed statistics, you can split the data by segments. For example, you
might be interested in seeing the number of impressions specific to the Google Search
Network separately from the Google Display Network: In this case, you’ll want to
segment your report by network.

See segmentation for more
information.


Previous

New

You navigate through your reports in the UI using the controls
available at the bottom of each table of data, that allow you to switch
pages and select the number of results to display from a defined set of
sizes. While available in the API SOAP services, any paging parameters
specified in reports will be ignored.


Ordering

In the UI, you order results by a particular column by selecting the
desired column. Although this feature is available in the API SOAP services, it
is not currently supported in reports.

Download Formats

Previous

New

Reports can be downloaded in the UI in various formats
(csv, tsv, xml, etc.).
Most of these formats
are also supported in the API.


Schedule and email reports

Scheduling and emailing a report is available in the UI,
but is not supported in the API.

Common Columns

The UI shares a set of common columns between the different reports,
as do the API reports. Fields such as impressions, clicks, conversions,
and others are available across different report types.

Report Types

The following sections describe how UI reports map to each API
report type.
They also describe the default segmentation level of each report,
and how to navigate the UI to access these reports.

The Report Types page lists
every API report and the mapping between the UI column name or Display name
and the API field name or just name.

Account

The following sections map the various report types that pertain to the account
level or objects that can be shared across campaigns.

Bid Strategies report

Previous

To access the Bid Strategies report shown above,
navigate to the left Shared library tab, then click the inner Bid
strategies
drop-down menu.

New

To access the Portfolio Bid Strategies report shown above,
click the three-dots icon on the top bar, then click
Portfolio bid strategies under the SHARED LIBRARY section.

The Bid Strategies data maps to the
Bid Goal Performance Report
in the API.

Budgets report

Previous

To access the Budgets report shown above, navigate to the left
Shared library tab, then click the inner Budgets drop-down menu.

New

This report is not available in the new Google Ads experience yet.

The Budgets data maps to the
Budget Performance Report
in the API.

Campaigns

The following sections map the various report types that pertain to campaigns.

Campaigns report

Previous

To access the Campaigns report, shown above, navigate to the top
Campaigns tab then to the inner Campaigns tab to the left of the
Ad groups tab. If you’re looking at a specific campaign, the
Campaigns inner tab does not appear: In this case, click the
All campaigns option at the top left side of the navigation panel.

New

To access the Campaigns report, navigate to the Campaigns menu on the left.
If you’re looking at a specific campaign, the
Campaigns menu does not appear: In this case, click the
All campaigns text at the top bar.

The Campaigns report maps to the Campaign Performance Report
in the API.

Negative keywords report

Previous

To access the negative keywords table shown above, navigate to the
top Keywords tab, then choose Negative keywords.

New

To access the negative keywords table shown above, navigate to the
Keywords menu on the left, then choose the NEGATIVE KEYWORDS tab on top
of the chart.

The negative keywords data maps to the
Campaign Negative Keywords Performance Report
in the API.

Placement Exclusions Report

Previous

To access the negative placements table shown above, navigate to
the top Display Network tab, then scroll to the bottom of the page.

New

To access the negative placements table shown above, navigate to
the Placements menu on the left, then choose the EXCLUSIONS tab on the top of the page.

The placements exclusions data maps to the
Campaign Negative Placements Report
in the API.

To retrieve placements exclusions data at the campaign level,
refer to the
CampaignCriterionService.

Campaigns Ad Schedule Target Report

Previous

To access the Campaign Ad Schedule report shown above, navigate
to the top Settings tab, then click the inner Ad schedule tab.

New

To access the Campaign Ad Schedule report shown above, navigate
to the Ad schedule menu on the left.

The campaign ad schedule data maps to the
Campaign Ad Schedule Target Report
in the API.

Campaigns Location Target Report

Previous

To access the Campaign Location Target report shown above,
navigate to the top Settings tab, then click the inner Locations tab.

New

To access the Campaign Location Target report shown above,
navigate to the Locations menu on the left. Targeted locations of all
campaigns will be shown. Click a campaign name if you wish to see
targeted locations of only one campaign.

The Campaign Location Target data maps to the
Campaign Location Target Report
in the API.

Ad Groups

Previous

To access the Ad Groups report shown above, navigate to the top Ad groups.

New

To access the Ad Groups report shown above, navigate to the Ad groups
menu on the left.

The Ad Groups report maps to the
AdGroup Performance Report
in the API.

Product Groups Report

Previous

To access the Product Groups report shown above, select an ad group of a
Shopping campaign and navigate to the top Product Groups tab.

New

To access the Product Groups report shown above, select an ad group of a
Shopping campaign and navigate to the Product groups menu on the
left.

The Product Groups report maps to the Product Partition Report
in the API.

Ads

The following sections map the various report types that pertain to ads.

Ads report

Previous

To access the Ads report shown above, navigate to the top Ads tab.

New

To access the Ads report shown above, navigate to the Ads & extensions
menu on the left.

The Ads report maps to the
Ad Performance Report
in the API.

Ad Extensions Report

Previous

To access the Ad Extensions report shown above, navigate to the top
Ad extensions tab and select the specific view you want to see
(such as Sitelinks Extensions). If the Ad extensions tab is not
visible, click the rightmost down arrow and check Ad extensions.

New

To access the Ad Extensions report shown above, navigate to the
Ads & extensions menu on the left and select the EXTENSIONS tab on the top.
This will show you all extension types. Use filters to show only extensions
of your interest.

The Ad Extensions report maps to the
Placeholder Feed Item Report
and Placeholder Report
in the API. Also, the PlaceholderType
field and ExtensionPlaceholderType
can be filtered by the Placeholder Type ID
to filter by extension type as in the UI.

Call Details Report

Previous

To access the Call Details report shown above, navigate to
the top Dimensions tab and select the view Call Details.

New

To access the Call Details report shown above, click
the graph icon of the top bar, select Predefined reports
(formerly Dimensions)
then under the Basic submenu, click Call
details
.

The Call Details report maps to the Call Metrics Call Details Report
in the API.

Keywordless Category Report

Previous

To access the Keywordless Category report shown above, navigate to the
top Auto targets tab, then select All in the See categories… list box.

Choosing Top level categories from the drop-down is the equivalent of
choosing ONLY Category0 in the API report. Choosing First level
sub-categories
from the drop-down is the equivalent of choosing ONLY
Category1 in the API report. Choosing Second level sub-categories
from the drop-down is the equivalent of choosing ONLY Category2 in the API report.
Note that there is no equivalent in the Google Ads UI to choosing
more than one Category in the API report.

New

This report is not available in the new Google Ads experience yet.

The Keywordless Category data maps to the
Keywordless Category Report
in the API.

Keywordless Query Report

Previous

To get to the Keywordless Query report shown above, navigate to the
top Auto targets tab then select All in the See search terms…
list box.

New

To get to the Keywordless Query report shown above, navigate to the
Dynamic ad targets menu on the left then select SEARCH TERMS on the top bar.

The Keywordless Query data maps to the
Keywordless Query Report
in the API.

Criteria

The following sections map the various report types that pertain to criteria.

Keywords Report

Previous

To access the Keywords report shown above, navigate to the top Keywords tab.

New

To access the Keywords report shown above, navigate to the Keywords menu
on the left.

The Keywords report maps to the
Keywords Performance Report
in the API.

Display Keywords Report

Previous

To access the Display Keywords report shown above, navigate to the top
Display Network tab, then to the inner Keywords tab.

New

To access the Display Keywords report shown above, navigate to the
Keywords menu on the left, then click the DISPLAY/VIDEO KEYWORDS
tab on the top bar.

The Display Keywords report maps to the
Display Keyword Performance Report
in the API.

Automatic Placements Report

Previous

To access the Automatic Placements report shown above, navigate to the top
Display Network tab then to the inner Placements tab. The rows where the
column Status equals Automatic are placements that served your ads based
on your criteria other than placements.

New

To access the Automatic Placements report shown above, navigate to the
Placements menu on the left then to the WHERE ADS SHOWED tab on the top.

The Automatic Placements report maps to the Automatic Placements Performance Report
in the API. Automatic placements data in the API is only available
through this report, and not through the AdGroupCriterionService.
The Other domains row of statistics is not available in API reports.

Managed Placements Report

Previous

To access the Managed Placements report, perform the following steps:

  1. In the Google Ads UI, go to the Display Network tab.
  2. Choose Placements.
  3. Create a filter. Choose Status as the filter, and make sure all the choices
    are checked, except Not Managed, as shown above.
  4. Click Apply.
  5. A row at the bottom shows the filtered values for Impressions, Clicks,
    and Cost. The rows where the column Status equals Managed are
    placements that served your ads based on placement criteria.

New

To access the Managed Placements report shown above, navigate to the
Placements menu on the left.

The Managed Placements report maps to the
Placement Performance Report
in the API. The following AWQL query
generates the same report with values matching those in the UI:

SELECT Criteria, Clicks, Impressions, Cost
FROM PLACEMENT_PERFORMANCE_REPORT
WHERE IsRestrict = 'TRUE'

The key here is that isRestrict must be set to TRUE.

Topics Report

Previous

To access the Topics report shown above, click the top Display Network
tab, then click the inner Topics tab. If the Topics tab is not
visible click the rightmost down arrow and check Topics.

New

To access the Topics report shown above, navigate to the
Topics menu on the left.

The Topics report includes all statistics aggregated at the topic level,
one row per topic. If other segment fields are used you may get more than
one row per topic. See segmentation for more information.

Topics are known in the API as verticals.
The Topics report maps to the
Display Topics Performance Report
in the API.

Audience Report

Previous

To access the Audience report shown above, navigate to the top
Display Network tab, then to the inner Interests & remarketing tab.
If the Interests & remarketing tab is not visible click the
rightmost down arrow and check Interests & remarketing.

New

To access the Audience report shown above, navigate to the Audiences
menu on the left.

The Audiences report maps to the Audience Performance Report
in the API.

Gender Report

Previous

To access the Gender report shown above, navigate to the top
Display Network tab then to the inner Demographics tab, finally to the
inner Gender tab.

New

To access the Gender report shown above, navigate to the Demographics
menu on the left, then click the GENDER tab on the top bar.

The Gender report maps to the Gender Performance Report
in the API.

Age Range Report / Age Report

Previous

To access the Age Range report shown above, navigate to the top
Display Network tab then to the inner Demographics tab, finally to the
inner Age tab.

New

To access the Age report shown above, navigate to the Demographics
menu on the left, then click the AGE tab on the top bar.

The Age Range report maps to the Age Range Performance Report
in the API.

Parental Status Report

Previous

To access the Parental Status report shown above, navigate to the top
Display Network tab then to the inner Demographics tab, finally to the
inner Parental status tab.

New

To access the Parental Status report shown above, navigate to the
Demographics menu on the left, then click the PARENTAL STATUS tab
on the top bar.

The Parental Status report maps to the Parental Status Performance Report
in the API.

Top Content Report

Previous

To access the Top Content report shown above, first, select an ad group of a
Display Network campaign. Navigate to the top
Settings tab then to the inner Top content tab.

New

This report is not available in the new Google Ads experience yet.

The Top Content report maps to the Top Content Performance Report
in the API.

Other

The reports described below apply to miscellaneous functional areas within the API.

Destination URL Report

Previous

To access the Destination URL report shown above, navigate to
the top Dimensions tab and select the view Destination URL.

New

As destination URLs are deprecated in favor of final URLs, this report is
not available in the new Google Ads experience.

The Destination URL report maps to the Destination URL Report
in the API.

Final URL Report

Previous

To access the Final URL report shown above, navigate to
the top Dimensions tab and select the view Final URL.

New

To access the Final URL report shown above, click
the graph icon of the top bar, select Predefined reports
(formerly Dimensions)
then under the Basic submenu, click
Final URL.

The Final URL report maps to the Final URL Report
in the API.

URL Report

Previous

To get to the URL report shown above, navigate to the top Display Network
tab then to the inner Placements tab. Expand your managed placements by
clicking the See details->All menu at the top of the data table.

New

This report is not available in the new Google Ads experience yet.

The URL report maps to the URL Performance Report
in the API.

Search Terms Report

Previous

To access the Search Terms report shown above, navigate to the top
Dimensions and select the view Search terms.

New

To access the Search Terms report shown above, click
the graph icon of the top bar, select Predefined reports
(formerly Dimensions)
then under the Basic submenu, click
Search terms.

The Search Terms report maps to the
Search Query Performance Report
in the API.

Previous

To access the Paid and Organic report shown above, navigate to the top
Dimensions and select the view Paid & oragnic.

New

To access the Paid and Organic report shown above, click
the graph icon of the top bar, select Predefined reports
(formerly Dimensions)
then under the Basic submenu, click
Paid & organic.

The Paid and Organic report maps to the
Paid Organic Query Report
in the API.

Geographic Report

Previous

To access the Geographic report shown above, navigate to the top
Dimensions tab and select the view Geographic.

New

To access the Geographic report shown above, navigate to the Locations
menu on the left, then click the MORE tab on the top bar, finally
click Geographic report.

The Geographic report maps to the Geo Performance Report
in the API with specific predicates. See the API report
documentation
for
details.

User Locations Report

Previous

To access the User Locations report shown above, navigate
to the top Dimensions tab and select the view User locations.

New

To access the User Locations report shown above, navigate to the
Locations menu on the left, then click the MORE tab on the top
bar, finally click User location report.

The User Locations report maps to the Geo Performance Report
in the API with specific predicates. See the API report
documentation
for
details.

Free Clicks Report

Previous

To access the Free Clicks report shown above, navigate
to the top Dimensions tab and select the view Free clicks.

New

To access the Free Clicks report shown above, click
the graph icon of the top bar, select Predefined reports
(formerly Dimensions)
then under the Basic submenu, click
Free clicks.

Free clicks are interactions that take place before a clickthrough for video ads,
display ads, product extensions, and location extensions. These are interactions like
“Video play 25%” or “Get directions”.

The Free Clicks report maps to the
Creative Conversion Report
in the API.

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