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.
Pagination
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:
- In the Google Ads UI, go to the Display Network tab.
- Choose Placements.
- Create a filter. Choose Status as the filter, and make sure all the choices are checked, except Not Managed, as shown above.
- Click Apply.
- 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.
Paid and Organic Report
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.