AdWords Reporting

Introduction to AdWords Reporting

Understanding AdWords Reports

Generate fully customizable reports on specific topics such as campaigns, keywords, and ad text. These reports let you identify important trends over weeks, months, or years. And because each report can be customized with configurable columns and performance filters, they provide just the information you need to help you identify your strengths and areas of low performance.

You can view your reports online or download them to your computer and open them with a spreadsheet application, such as Microsoft Excel. You can also schedule reports to run on a regular basis and have them be emailed to you.

Types of Reports

Data Sources

Data for your AdWords account is contained in the metrics columns on the Campaigns tab.

Report Types

You can download any data table on the main Campaigns tab as a report. Customize the table using columns, segments, and filters, so that the report contains just the data that you want to see. Here are some of the most frequently used reports:

• Keyword performance: The table on the Keywords tab displays details on selected keywords and organizes statistics by keyword.
• Ad performance: The table on the Ads tab presents relevant statistics for ad variations, such as text ads, image ads, video ads, and local business ads.
• Destination URL performance: The "Destination URL" view on the Dimensions tab displays statistics and measures the performance of destination URLs.
• Ad group performance: The Ad groups tab shows statistics for each of your ad groups.
• Campaign performance: The Campaigns tab shows statistics for each of your campaigns.
• Account performance: The views on the Dimensions tab display statistics for your entire account.
• Geographic performance: The "Geographic" view on the Dimensions tab shows the geographic origin of your visitors.
• Demographic performance: The "Demographic" view on the Dimensions tab displays the age and gender of your visitors.
• Search term performance: The Keywords tab shows performance data for the search terms that triggered your ads.
• Placement performance: The Networks tab shows statistics for ads that appeared on specific domains or URLs in the Google Display Network.