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报告

视频：观看 2019 年研讨会的酒店广告报告主题演讲

借助 Google Ads API，您可以设计查询来获取所需的酒店广告报告。然后，您可以将这些查询整合到客户端应用中。

前提条件

了解报告和查询的一般运作方式。
了解如何查询不同的资源。

酒店广告的基本查询

查看以下查询示例，熟悉如何使用 Google Ads API 生成酒店广告报告。

获取点击指标

以下示例查询会从酒店效果视图返回点击次数。

SELECT metrics.clicks
FROM hotel_performance_view

查询结果应如下所示：

{
  "results": [
    {
      "metrics": {
        "clicks": "78090"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/1234567890/hotelPerformanceView"
      }
    }
  ],
  "totalResultsCount": "1",
  "fieldMask": "metrics.clicks"
}

获取细分的点击次数指标

以下酒店效果视图查询示例会获取点击次数，并按酒店 ID 细分结果。

SELECT
  segments.partner_hotel_id,
  metrics.clicks
FROM hotel_performance_view

查询的结果将如下所示的 JSON 字符串。点击次数会按 partnerHotelID 进行细分，因此系统可能会针对同一 hotelPerformanceView 返回两个或更多对象。

{
  "results": [
    {
      "metrics": {
        "clicks": "7055"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/1234567890/hotelPerformanceView"
      },
      "segments": {
        "partnerHotelId": "1111"
      }
    },
    {
      "metrics": {
        "clicks": "3047"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/1234567890/hotelPerformanceView"
      },
      "segments": {
        "partnerHotelId": "1112"
      }
    },
    ...
  ]
}

获取广告组指标

以下广告组查询示例会获取过去 30 天内按日期细分的展示次数和点击次数。

SELECT
  campaign.name,
  campaign.status,
  ad_group.name,
  segments.date,
  metrics.impressions,
  metrics.clicks
FROM ad_group
WHERE ad_group.type = HOTEL_ADS
  AND segments.date DURING LAST_30_DAYS

查询的结果将如下所示的 JSON 字符串。系统会过滤响应，仅返回符合 WHERE 子句条件的指标。日期字段会填充 30 天时段内的最后一天。

{
  "results": [
    {
      "campaign": {
        "resourceName": "customers/123456789/campaigns/23456789",
        "name": "test campaign",
        "status": "ENABLED"
      },
      "adGroup": {
        "resourceName": "customers/123456789/adGroups/11111111",
        "name": "test adgroup"
      },
      "metrics": {
        "clicks": "91",
        "impressions": "5145"
      },
      "segments": {
        "date": "2020-05-10"
      }
    }
  ]
}

获取已启用的广告组广告

以下针对广告组广告的示例查询会获取将投放广告的广告组。若要投放任何广告组，广告组广告、广告组和广告系列都必须处于启用状态。

SELECT
  ad_group.id,
  ad_group.name,
  ad_group.status,
  campaign.name,
  campaign.status,
  ad_group_ad.status
FROM ad_group_ad
WHERE ad_group_ad.status = ENABLED
  AND campaign.status = ENABLED
  AND ad_group.status = ENABLED

查询的结果将如下所示的 JSON 字符串。

{
  "results": [
    {
      "campaign": {
        "resourceName": "customers/123456789/campaigns/23456789",
        "name": "test campaign",
        "status": "ENABLED"
      },
      "adGroup": {
        "resourceName": "customers/123456789/adGroups/111111111111",
        "id": "106121857411",
        "name": "test adgroup",
        "status": "ENABLED"
      },
      "adGroupAd": {
        "resourceName": "customers/123456789/adGroupAds/111111111111~33333333333",
        "status": "ENABLED",
        "ad": {
          "resourceName": "customers/123456789/ads/77777777777"
        }
      }
    }
  ]
}

酒店广告报告中实用的视图

在酒店广告报告的旧版 API 中，您可以检索特定报告，例如效果报告。在 Google Ads API 中，此类数据以单独的 *_view 资源（例如 hotel_performance_view 和 hotel_group_view）表示。本部分介绍了对酒店广告报告有用的 *_view 资源。还提供了查询示例。

请注意，每个 *_view 资源都有特定的资源字段、细分和指标。在构建查询之前，请参阅特定 *_view 资源的文档。

酒店组视图

酒店组视图是一种条件视图，因此非常适合检索酒店组的特定条件类型的指标。

以下酒店组视图查询示例会获取整个酒店信息组树（包括根节点“所有酒店”）中某个酒店信息组中的每个酒店的点击次数。

SELECT
  metrics.clicks,
  ad_group_criterion.listing_group.case_value.hotel_id.value
FROM hotel_group_view

查询的结果将如下所示的 JSON 字符串。鉴于根节点（“所有酒店”）的 case_value 未定义，因此很明显，第一行表示“所有酒店”商家信息组的指标，而第二行表示表示“其他”的子商家信息组的指标。

{
  "results": [
    {
      "metrics": {
        "clicks": "5"
      },
      "adGroupCriterion": {
        "resourceName": "customers/1234567890/adGroupCriteria/22222222222~111111111111"
      },
      "hotelGroupView": {
        "resourceName": "customers/1234567890/hotelGroupViews/22222222222~111111111111"
      }
    },
    {
      "metrics": {
        "clicks": "0"
      },
      "adGroupCriterion": {
        "resourceName": "customers/1234567890/adGroupCriteria/22222222222~111111111112"
        "listingGroup": {
          "caseValue": {
            "hotelId": {
            }
          }
        }
      },
      "hotelGroupView": {
        "resourceName": "customers/1234567890/hotelGroupViews/22222222222~111111111112"
      }
    },
    {
      "metrics": {
        "clicks": "3"
      },
      "adGroupCriterion": {
        "resourceName": "customers/1234567890/adGroupCriteria/22222222222~111111111113"
        "listingGroup": {
          "caseValue": {
            "hotelId": {
              "value": "11111111111111111"
              }
            }
          }
        }
      },
      "hotelGroupView": {
        "resourceName": "customers/1234567890/hotelGroupViews/22222222222~111111111113"
      }
    },
    {
      "metrics": {
        "clicks": "2"
      },
      "adGroupCriterion": {
        "resourceName": "customers/1234567890/adGroupCriteria/22222222222~111111111114"
        "listingGroup": {
          "caseValue": {
            "hotelId": {
              "value": "11111111111111112"
              }
            }
          }
        }
      },
      "hotelGroupView": {
        "resourceName": "customers/1234567890/hotelGroupViews/22222222222~111111111114"
      }
    },
  ]
}

酒店广告效果视图

如果您想使用并非来自酒店分组的数据检索酒店的效果指标，即使您已按酒店 ID 进行细分，酒店效果视图也非常有用。

以下酒店效果视图查询示例会获取点击次数，并按酒店 ID 细分结果。

SELECT
  segments.partner_hotel_id,
  metrics.clicks
FROM hotel_performance_view

查询的结果将如下所示的 JSON 字符串。点击次数会按 partner_hotel_id 细分，因此同一酒店效果视图可能会返回两个或更多对象。

{
  "results": [
    {
      "metrics": {
        "clicks": "7055"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/1234567890/hotelPerformanceView"
      },
      "segments": {
        "partnerHotelId": "1111"
      }
    },
    {
      "metrics": {
        "clicks": "3047"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/1234567890/hotelPerformanceView"
      },
      "segments": {
        "partnerHotelId": "1112"
      }
    },
    ...
  ]
}

广告组受众群体视图

如果您想检索在广告组一级附加的受众群体的效果指标，广告组受众群体视图非常有用。

请注意，这只是各种类型广告系列（而不仅仅是酒店广告系列）的一般视图。此视图还支持按 hotel_date_selection_type 细分结果，hotel_date_selection_type 可用于指定酒店日期是由用户选择的，还是由 Google 为搜索设置的默认日期。如果您按 hotel_date_selection_type 进行细分，系统只会返回酒店广告系列的结果。

以下查询会按 ad_group_criterion.user_list.user_list 返回一行。

SELECT
  ad_group.id,
  campaign.id,
  ad_group_criterion.user_list.user_list,
  segments.device,
  segments.hotel_date_selection_type,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions,
  metrics.all_conversions_value
FROM ad_group_audience_view

查询的结果将如下所示的 JSON 字符串。

{
  "results": [
    {
      "campaign": {
        "resourceName": "customers/123456789/campaigns/23456789",
        "id": "23456789"
      },
      "metrics": {
        "clicks": "0",
        "conversions": "0",
        "costMicros": "0",
        "impressions": "3",
        "allConversionsValue": "0"
      },
      "adGroupCriterion": {
        "resourceName": "customers/123456789/adGroupCriteria/23456789~789456",
        "userList": {
          "userList": "customers/123456789/userLists/456789"
        }
      },
      "adGroupAudienceView": {
        "resourceName": "customers/8005193609/adGroupAudienceViews/23456789~789456"
      },
      "segments": {
        "device": "TABLET",
        "hotelDateSelectionType": "USER_SELECTED"
      }
    }
  ]
}

广告系列受众群体视图

如果您想检索在广告系列一级附加的受众群体的效果指标，广告系列受众群体视图会非常有用。

以下查询会按 campaign_criterion.user_list.user_list 返回一行。

SELECT
  campaign.id,
  campaign_criterion.user_list.user_list,
  segments.device,
  segments.hotel_date_selection_type,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions,
  metrics.all_conversions_value
FROM campaign_audience_view

查询的结果将如下所示的 JSON 字符串。

{
  "results": [
    {
      "campaign": {
        "resourceName": "customers/123456789/campaigns/23456789",
        "id": "23456789"
      },
      "metrics": {
        "clicks": "0",
        "conversions": "0",
        "costMicros": "0",
        "impressions": "3",
        "allConversionsValue": "0"
      },
      "campaignCriterion": {
        "resourceName": "customers/123456789/campaignCriteria/23456789~789456",
        "userList": {
          "userList": "customers/123456789/userLists/456789"
        }
      },
      "campaignAudienceView": {
        "resourceName": "customers/8005193609/campaignAudienceViews/23456789~789456"
      },
      "segments": {
        "device": "TABLET",
        "hotelDateSelectionType": "USER_SELECTED"
      }
    }
  ]
}

酒店广告的实用报告

本部分提供了几个专为酒店广告设计的实用报告。

效果报告

这些查询会使用“酒店效果”视图来获取效果数据。

借助 hotel_performance_view，您可以使用 campaign 资源对指标进行细分。例如，您可以使用 campaign.id 字段按广告系列获取效果指标。

性能

查询示例：

SELECT
  segments.hotel_center_id,
  segments.device,
  segments.partner_hotel_id,
  segments.hotel_check_in_day_of_week,
  segments.hotel_date_selection_type,
  segments.hotel_length_of_stay,
  segments.hotel_booking_window_days,
  metrics.search_top_impression_share,
  metrics.search_absolute_top_impression_share,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions,
  metrics.all_conversions_value,
  metrics.search_impression_share
FROM hotel_performance_view

JSON 响应示例：

{
  "results": [
    {
      "campaign": {
        "resourceName": "customers/123456789/campaigns/23456789"
      },
      "metrics": {
        "clicks": "0",
        "conversions": "0.0",
        "costMicros": "0",
        "impressions": "0",
        "searchImpressionShare": "0.0999",
        "searchAbsoluteTopImpressionShare": "0.0999",
        "searchTopImpressionShare": "0.0999",
        "allConversionsValue": "1"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/123456789/hotelPerformanceView"
      },
      "segments": {
        "device": "DESKTOP",
        "hotelBookingWindowDays": "3",
        "hotelCenterId": "1234",
        "hotelCheckInDayOfWeek": "MONDAY",
        "hotelDateSelectionType": "USER_SELECTED",
        "hotelLengthOfStay": "4",
        "partnerHotelId": "123"
      }
    },
    {
      "campaign": {
        "resourceName": "customers/123456789/campaigns/23456789"
      },
      "metrics": {
        "clicks": "0",
        "conversions": "0.0",
        "costMicros": "0",
        "impressions": "1",
        "searchImpressionShare": "1.0",
        "searchAbsoluteTopImpressionShare": "0.0999",
        "searchTopImpressionShare": "1.0",
        "allConversionsValue": "1"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/123456789/hotelPerformanceView"
      },
      "segments": {
        "device": "DESKTOP",
        "hotelBookingWindowDays": "3",
        "hotelCenterId": "1234",
        "hotelCheckInDayOfWeek": "MONDAY",
        "hotelDateSelectionType": "USER_SELECTED",
        "hotelLengthOfStay": "4",
        "partnerHotelId": "123"
      }
    }
  ]
}

按点击类型划分的效果

查询示例：

SELECT
  segments.click_type,
  segments.hotel_center_id,
  segments.device,
  segments.partner_hotel_id,
  segments.hotel_check_in_day_of_week,
  segments.hotel_date_selection_type,
  segments.hotel_length_of_stay,
  segments.hotel_booking_window_days,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions,
  metrics.all_conversions_value
FROM hotel_performance_view

JSON 响应示例：

{
  "results": [
    {
      "campaign": {
        "resourceName": "customers/123456789/campaigns/23456789"
    },
      "metrics": {
        "clicks": "0",
        "conversions": "0.0",
        "costMicros": "0",
        "impressions": "1",
        "allConversionsValue": "0.0"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/123456789/hotelPerformanceView"
      },
      "segments": {
        "device": "DESKTOP",
        "hotelBookingWindowDays": "0",
        "hotelCenterId": "1234",
        "hotelCheckInDayOfWeek": "TUESDAY",
        "hotelDateSelectionType": "USER_SELECTED",
        "hotelLengthOfStay": "4",
        "partnerHotelId": "123",
        "clickType": "HOTEL_PRICE"
      }
    },
    {
      "campaign": {
        "resourceName": "customers/123456789/campaigns/23456789"
      },
      "metrics": {
        "clicks": "1",
        "conversions": "0.0",
        "costMicros": "0",
        "impressions": "1",
        "allConversionsValue": "0.0"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/123456789/hotelPerformanceView"
      },
      "segments": {
        "device": "DESKTOP",
        "hotelBookingWindowDays": "0",
        "hotelCenterId": "1234",
        "hotelCheckInDayOfWeek": "TUESDAY",
        "hotelDateSelectionType": "USER_SELECTED",
        "hotelLengthOfStay": "4",
        "partnerHotelId": "12345",
        "clickType": "HOTEL_PRICE"
      }
    }
  ]
}

条件式价格效果报告

以下查询会按以下维度获取细分的效果指标：

campaign
hotel_center_id
hotel_country
hotel_rate_rule_id
hotel_rate_type
device
partner_hotel_id

如需了解这些类型的说明，请参阅 HotelRateType。

一个查询中可以包含多个细分；不过，随着细分的增加，返回的行数可能会大幅增加。

SELECT
  campaign.id,
  segments.hotel_center_id,
  segments.hotel_country,
  segments.hotel_rate_rule_id,
  segments.hotel_rate_type,
  segments.device,
  segments.partner_hotel_id,
  metrics.search_top_impression_share,
  metrics.search_absolute_top_impression_share,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions
FROM hotel_performance_view

查询的结果将如下所示的 JSON 字符串。

{
  "results": [
    {
      "campaign": {
        "resourceName": "customers/123456789/campaigns/23456789",
        "id": "23456789"
      },
      "metrics": {
        "clicks": "1",
        "conversions": "0.0",
        "costMicros": "0",
        "impressions": "24",
        "searchAbsoluteTopImpressionShare": "0.0999",
        "searchTopImpressionShare": "0.17073170731707318"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/123456789/hotelPerformanceView"
      },
      "segments": {
        "device": "TABLET",
        "hotelCenterId": "1234",
        "partnerHotelId": "123",
        "hotelRateRuleId": "desktop",
        "hotelRateType": "PUBLIC_RATE"
      }
    },
    {
      "campaign": {
        "resourceName": "customers/123456789/campaigns/23456789",
        "id": "23456789"
      },
      "metrics": {
        "clicks": "107",
        "conversions": "0.0",
        "costMicros": "0",
        "impressions": "1668",
        "searchAbsoluteTopImpressionShare": "0.0999",
        "searchTopImpressionShare": "0.3581201665675193"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/123456789/hotelPerformanceView"
      },
      "segments": {
        "device": "TABLET",
        "hotelCenterId": "1234",
        "partnerHotelId": "1235",
        "hotelRateRuleId": "desktop",
        "hotelRateType": "PUBLIC_RATE"
      }
    }
  ]
}

价格竞争力报告

您可以深入了解您的价格与同一酒店行程中竞争对手的价格相比如何。

查询示例：

SELECT
  segments.hotel_center_id,
  segments.partner_hotel_id,
  segments.hotel_price_bucket,
  metrics.hotel_average_lead_value_micros,
  metrics.hotel_price_difference_percentage
FROM hotel_performance_view

JSON 响应示例：

{
  "results": [
    {
      "metrics": {
        "hotelAverageLeadValueMicros": "96416341.829268292",
        "hotelPriceDifferencePercentage": "-0.014627310872986811"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/123456789/hotelPerformanceView"
      },
      "segments": {
        "hotelCenterId": "1234",
        "partnerHotelId": "123",
        "hotelPriceBucket": "LOWEST_TIED"
      }
    }
  ]
}

“平均预订价格”报告

您可以获取计算酒店平均预订价格（all_conversions_value 除以 conversions）所需的数据。

查询示例：

SELECT
  segments.hotel_center_id,
  segments.partner_hotel_id,
  segments.hotel_price_bucket,
  metrics.all_conversions_value,
  metrics.conversions
FROM hotel_performance_view

JSON 响应示例：

{
  "results": [
    {
      "metrics": {
        "allConversionsValue": "123.5",
        "conversions": "1"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/123456789/hotelPerformanceView"
      },
      "segments": {
        "hotelCenterId": "1234",
        "partnerHotelId": "123",
        "hotelPriceBucket": "LOWEST_TIED"
      }
    }
  ]
}

受众群体报告

受众群体报告会显示 Google Ads 受众群体名单的出价调节系数的效果。如需查看受众群体报告示例，请参阅广告组受众群体视图和广告系列受众群体视图中的查询示例。

酒店对账报告

酒店对账报告包含酒店预订中的转化信息，以便与广告客户记录进行对账。您可以通过批量上传数据，以便 Google 了解哪些预订已取消或已完成。此报告的主要列如下所示：

界面列	API 列	说明
预订价值	`metrics.value_per_conversions_by_conversion_date`	代码报告的转化价值
转化日期	`segments.date`	预订日期
佣金率	`metrics.hotel_commission_rate_micros`	您对广告展示进行出价的预订价值的一定百分比
佣金费用	如果为 `status == RECONCILED` 或 `CANCELED`，则此值可计算为 `metrics.hotel_commission_rate_micros * hotel_reconciliation.reconciled_value_micros`。在所有其他情况下，此值可从 `metrics.hotel_expected_commission_cost` 列中获取，或按 `metrics.hotel_commission_rate_micros * metrics.value_per_conversions_by_conversion_date` 计算	对于房客入住，您预计会支付或已经支付的金额

调整出价

适用于搜索广告的旅游 Feed