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Required Minimum Functionality  |  AdWords API  |  Google Developers

Required Minimum Functionality

v. 2019‑05‑31

Required Minimum Functionality (RMF) refers to the features and other
functionality that certain tool developers must offer when using the AdWords
API. As set forth below, RMF rules are grouped into three categories: Creation
Functionality, Management Functionality, and Reporting Functionality. Your
compliance with these rules depends on how you use the AdWords API (an “RMF
applies” means that RMF applies to you):

Creation Functionality Management Functionality Reporting Functionality
Full-Service Tool

  • advertisers, agencies, and other third parties use your tool to fully
    manage their Google Ads accounts
RMF applies RMF applies RMF applies
Reporting Only

  • only a reporting dashboard available to end-advertisers
RMF doesn’t apply RMF doesn’t apply RMF applies
Internal Use Only

  • individual advertiser or agency use only; no third-party access to tool
    (i.e., you’re the only one that uses your tool)
RMF doesn’t apply RMF doesn’t apply RMF doesn’t apply

If your tool offers very limited and specialized functionality, and could
not be used for creating and managing campaigns, ad groups, and ads, it may not
qualify as a full-service tool. In this case, the creation and management RMF
would not apply. If you’re not sure whether the RMF policy applies to your tool,
contact the AdWords API
Compliance team
. The AdWords API Compliance team will decide whether your
tool is full-service or not. Your tool may be reevaluated if the functionality
changes significantly.

Note that RMF only applies to tokens with
Standard access.

Requirements for Shopping-only, App Promotion-only and Hotel-only API Tools

If your tool is only designed to create and manage one of the following
campaign types, then you are only required to implement the AdWords API
creation and management features and reports in the RMF that work with that
campaign type.

  • Standard Shopping campaigns
  • Smart Shopping campaigns
  • Mobile App Promotion campaigns
  • Hotel campaigns (available only in Google Ads API)

For an updated list of these features please contact the AdWords API
Compliance team at https://services.google.com/fb/forms/apicontact/.

Requirements for Reporting-only AdWords API Clients

In order to be compliant with RMF requirements, a Reporting-only AdWords API
Client must show Reporting Functionality for each of the levels of the Google Ads
hierarchy displayed in its reporting interface. A level of the Google Ads hierarchy
means one of Account, Campaign, Ad Group, Ad or Keyword. For example, if a
Reporting-only AdWords API Client does show Ad Groups, then it must implement
all of the “Ad Group”-level Reporting Functionality that is labeled as
“Required” below.

A Reporting-only AdWords API Client may choose not to show specific
levels of the Google Ads hierarchy in its reporting interface. For example, if a
Reporting-only AdWords API Client does not show any Ad Group performance data
in its interface, then it need not implement any of the “Ad Group”-level
Reporting RMF.

The above policy also applies to all other report types, though they are not
levels of the Google Ads hierarchy. Should you choose to implement any of these
reports, you must show all the required fields for each respective report.

In order to be compliant with RMF requirements, AdWords API Client must
display all the columns marked required in the Object/Field/Guide column for
each report, as default. All other
Metric columns must be made
available, as an option for users of the AdWords API Client. Google Ads report data
should be reasonably prominent and accessible to end users.

Downloadable Reports

If your tool provides a download option, for example a CSV, instead of
displaying reporting functionality within the user interface, then the download
link must be prominently displayed and intuitively labeled. The downloaded file
must contain all of the required reporting fields and be clearly labeled.

Reporting Date Ranges

We recommend that you allow users to filter reporting data by date range. If
your tool doesn’t support custom date ranges, then it should at least provide
the last 30 days of data for each required reporting field.

Requirements for API Clients providing Creation Functionality or Management
Functionality

In order to be compliant with RMF requirements, a Full-Service AdWords API
Client must implement all the required creation and management features in the
table below and show Reporting Functionality for each of the reports below.
Additionally, you must make reasonable effort to ensure that each of the
features is easily accessible and functional to end advertisers as measured by
the usage of those features.

Requirements for API Clients providing Targeting Idea Service or Traffic
Estimation Service

If an AdWords API Client provides any functionality related to
TargetingIdeaService or TrafficEstimatorService, it must fully implement the
required Creation Functionality, Management Functionality and Reporting
Functionality marked “Required” in the table below.

Requirements for Bid Adjustments

All API Clients providing Creation or Management functionality must satisfy
the following requirements related to bid adjustments:

  1. End users must be allowed to input the entire range of allowable values.
  2. End users must be able to review and edit the bid adjustments before it
    is set by the AdWords API Client.
  3. Bid adjustments must be represented only as adjustments to bids, and may
    not be used to enable or approximate other features, such as targeting or
    exclusion.

One-Time Extension for Major Updates

In recognition of the fact that API tools may periodically perform extensive
technology upgrades, tools that have met all RMF deadlines for at least 2
consecutive years can apply for a 6 month RMF extension in order to implement
such upgrades to their platform. If the extension is granted, during the
extension period these tools will not be reviewed for compliance with RMF
requirements. At the end of the extension period, the tool must be in full
compliance with all RMF requirements that were due on or before the last date
of the extension period. All RMF requirements due after the end of the
extension will remain due on the date specified in the table below.

An API tool may be granted at most one extension every four years (i.e., the
second extension must start at least 4 years after the first one ends).

If you would like to apply for an extension for your tool, please request an
application form by contacting us at
https://services.google.com/fb/forms/apicontact/.
Your application must be signed and submitted by an executive (CEO, CTO or
Senior VP) of your company. Please note that your application is not guaranteed
to be approved.

Feature Implementation

Unless otherwise specified below, a feature is implemented if and only if all
available sub-features and parameters are also implemented. The
API Reference documents which
parameters and sub-features are available. For example, the feature “Opt in/out
of networks” implies support for opting in/out of Google Search, search
partners, and the display network. Furthermore, if you implement in your AdWords
API Client a feature similar to any feature not required by Google, you must
then also implement the similar Google feature in your AdWords API Client. For
example, if you implement your own version of “Keyword Ideas” in your AdWords
API Client, then you must also implement Google’s “Keyword Ideas” functionality
in your AdWords API Client.

To maintain RMF compliance, any new required features must be added
by the due date (shown next to each feature as Due: YYYY-MM-DD).
Any RMFs with no specified due date are past due.
Additionally, we require that you send screenshots and/or
mockups of material proposed changes to the AdWords API Client, at least two
weeks prior to these changes taking effect, via the
Tool Change form. For
the sake of clarity, after that two week period has elapsed, you do not need to
wait for a response from Google before those material changes take effect.

Item Number Functionality Object/Field/Guide Requirement

Creation Functionality

C.10 Create campaign Campaign Required
C.14 Set mobile platform bid adjustment Bid modifiers Required. This needs to be supported at both campaign and ad group levels.
C.15 Set tablet and desktop platform bid adjustments Bid modifiers Required. This needs to be supported at both campaign and ad group levels.
C.20 Enable geo targeting Location Targeting Required
C.21 Set distance targeting Location Targeting

LocationExtensionOperand
Required. This needs to support targeting a radius around a location and a location extension.
C.25 Set geo bid adjustment Bid modifiers Required
C.30 Enable language targeting Targeting Types Required
C.41 Expanded dynamic search ads ExpandedDynamicSearchAd Required
C.42 Set campaign DSA settings DynamicSearchAdsSetting Required
C.50 Opt in/out of networks NetworkSetting (targetGoogleSearch, targetSearchNetwork, targetContentNetwork only) Required
C.65 Enable conversion tracking (Website & Phonecalls) Conversion Tracking Required. This needs to support generating a global site tag and an event snippet.
C.70 Location extensions Location Extensions Required. This needs to be supported at the account level.
C.72 App extensions App feed placeholder

Extension Setting ServicesFeed Services

Required. This needs to be supported at the account level.
C.75 Callout extensions Callout feed placeholder

Extension Setting ServicesFeed Services

Required. This needs to be supported at the account, campaign, and ad group levels.
C.80 Sitelink extensions Sitelink feed placeholder

Extension Setting ServicesFeed Services

Required. This needs to be supported at the account, campaign, and ad group levels.
C.90 Set bidding option: Manual CPC ManualCpcBiddingScheme Required. This needs to be supported at the campaign level.
C.95 Set bidding option: Enhanced CPC ManualCpcBiddingScheme.enhancedCpcEnabled Required. This needs to be supported at the campaign level.
C.96 Set bidding option: Target CPA (Portfolio and Standard) TargetCpaBiddingScheme Required. Both the Portfolio and Standard strategies
need to be supported at the campaign level.
C.97 Set bidding option: Target ROAS (Portfolio and Standard) TargetRoasBiddingScheme Required. Both the Portfolio and Standard strategies
need to be supported at the campaign level.
C.98 Set bidding option: Maximize Conversions (Standard) MaximizeConversionsBiddingScheme Required.
C.101 Set bidding option: Maximize Clicks (Portfolio) TargetSpendBiddingScheme Required. This needs to be supported at the campaign level.
C.120 Set budget Campaign Budgets Required
C.140 Set delivery method BudgetDeliveryMethod Required
C.190 Create ad group AdGroup Required
C.191 Set ad group max CPC CpcBid Required for Manual CPC and Enhanced CPC bidding options.
C.192 Set ad group target CPA CpaBid Required for Target CPA (Portfolio and Standard) bidding option.
C.193 Set ad group target ROAS targetRoasOverride Required for standard Target ROAS bidding option.
C.200 Add expanded text ad ExpandedTextAd Required
C.260 Add keyword Keyword Required
C.270 Add ad group negative keywords NegativeAdGroupCriterion Required
C.290 Set keyword max CPC CpcBid Required
C.300 Set keyword match type matchType Required
C.311 Set keyword final URL finalUrls Required.
C.320 Account-level tracking template trackingUrlTemplate Required
C.321 Campaign-level tracking template trackingUrlTemplate Required
C.325 Campaign-level custom parameters urlCustomParameters Required
C.326 Ad group-level custom parameters urlCustomParameters Required
C.328 Account-level final URL suffix Parallel Tracking

finalURLSuffix
Required
C.329 Campaign-level final URL suffix Parallel Tracking

finalURLSuffix
Required
C.500 Create shopping campaign Shopping Campaigns Required
C.505 Set merchant identifier ShoppingSetting Required
C.506 Set sales country ShoppingSetting Required
C.510 Set inventory filter ProductScope Required
C.520 Create product ad ProductAd Required
C.525 Add first (root) product partition ProductPartition Required
C.530 Local inventory ads ProductChannel

ProductChannelExclusivity
Required
C.610 Call-only ads CallOnlyAd Required
C.700 Enable userlist targeting (add a userlist to a search network campaign and ad group, specify ad group and campaign exclusions) Remarketing and Audience Targeting Required.
C.710 Set userlist targeting bid adjustment for search network campaigns and ad groups Remarketing and Audience Targeting Required.

Management Functionality

M.10 Edit campaign settings (all campaign-related required settings in Creation Functionality) Campaign Required
M.15 Edit mobile, tablet, and desktop platform bid adjustments Bid modifiers Required. This needs to be supported at both campaign and ad group levels.
M.20 Edit ad group settings (all ad group-related required settings in Creation Functionality) AdGroup Required
M.25 Edit geo bid adjustment Bid modifiers Required
M.35 Enable ad rotation AdGroupAdRotationMode Required. This needs to be supported at the ad group level.
M.40 Edit keyword max CPC CpcBid Required
M.96 Edit bidding option: Target CPA (Portfolio and Standard) TargetCpaBiddingScheme Required. Both the Portfolio and Standard strategies need to be supported at the campaign level.
M.97 Edit bidding option: Target ROAS (Portfolio and Standard) TargetRoasBiddingScheme Required. Both the Portfolio and Standard strategies need to be supported at the campaign level.
M.98 Edit bidding option: Maximize Conversions (Standard) MaximizeConversionsBiddingScheme Required.
M.100 Edit expanded text ad ExpandedTextAd Required
M.101 Edit bidding option: Maximize Clicks (Standard) TargetSpendBiddingScheme Required. This needs to be supported at the campaign level.
M.110 Pause / enable / remove campaign status Required
M.120 Pause / enable / remove ad group status Required
M.130 Pause / enable / remove ad status Required
M.140 Pause / enable / remove keyword userStatus Required
M.150 Edit inventory filter ShoppingSetting Required
M.160 Subdivide (add product partition) ProductPartition Required
M.170 Remove product partition ProductPartition Required
M.180 Edit product partition max CPC CpcBid Required
M.190 Exclude product partition (delegate) NegativeAdGroupCriterion Required
M.320 Manage all tracking templates in creation functionality Customer.trackingUrlTemplate

Campaign.trackingUrlTemplate
Required
M.325 Manage all custom parameters in creation functionality Campaign.urlCustomParameters
AdGroup.urlCustomParameters

Required
M.328 Manage all final URL suffixes in creation functionality Parallel Tracking

Customer.finalURLSuffixCampaign.finalURLSuffix

Required
M.700 Edit userlist targeting Remarketing and Audience Targeting Required.
M.710 Edit userlist targeting bid adjustment for search network campaigns and ad groups Remarketing and Audience Targeting Required.

Reporting Functionality

R.10 Account Performance Clicks


Cost


Impressions


Conversions1


All conversions
Required
R.20 Campaign Performance Clicks


Cost


Impressions


Conversions1


All conversions


Ad network


Device
Required
Status Required if showing paused, active, and removed campaigns


Optional if only showing active campaigns

R.30 Ad Group Performance Clicks


Cost


Impressions


Conversions1


All conversions


Ad network


Device
Required
Status Required if showing paused, active, and removed ad groups


Optional if only showing active ad groups

R.40 Ad Performance Clicks


Cost


Impressions


Conversions1
Required
Status Required if showing paused, active, and removed ads


Optional if only showing active ads

R.50 Keywords Performance Clicks


Cost


Impressions


First page CPC


Top of page CPC


Conversions1
Required
Status Required if showing paused, active, and removed keywords


Optional if only showing active keywords

R.70 Search Query Performance Query term


Match type


Clicks


Cost


Impressions
Required
R.80 Geo Performance Country/Territory


Region


Metro area


City


Campaign


Clicks


Cost


Impressions
Required
R.100 Keywordless Query Clicks


Cost


Impressions
Required
R.110 Shopping Performance Clicks


Impressions


Cost


Conversions1
Required
Category


Product type
Required to show all levels
R.120 Product Partition Clicks/>
Cost


Impressions


Conversions1
Required
R.130 Bid Goal Performance Bid strategy type


Clicks


Cost


Cost per conversion


Impressions


Average CPC


Conversions
Required
Status Required if showing paused, active, and removed strategies


Optional if only showing active strategies

R.150 Audience Performance Clicks


Cost


Impressions


Conversions 1
Required

1. The ConvertedClicks column and its derived fields are
removed in v201607. Use the Conversions column for all reports.

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