報表

影片：觀看 2019 年工作坊的飯店廣告報表講座

您可以使用 Google Ads API 設計查詢，取得所需的飯店廣告報表。接著，您就可以將這些查詢納入用戶端應用程式。

必要條件

飯店廣告的基本查詢

請查看以下查詢範例，熟悉如何使用 Google Ads API 製作飯店廣告報表。

取得點擊次數指標

以下查詢範例會傳回飯店成效檢視畫面中的點擊次數。

SELECT metrics.clicks
FROM hotel_performance_view

查詢結果如下所示：

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

取得區隔的點擊指標

以下飯店成效檢視畫面的查詢範例會取得點擊次數，並按飯店 ID 區隔結果。

SELECT
  segments.partner_hotel_id,
  metrics.clicks
FROM hotel_performance_view

查詢結果會類似於下列 JSON 字串。點擊次數會由 partnerHotelID 區隔，因此同一個 hotelPerformanceView 可能會傳回兩個或更多物件。

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

取得廣告群組指標

以下廣告群組查詢範例會取得過去 30 天內的曝光次數和點擊次數，並按日期區隔。

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

查詢結果會類似於下列 JSON 字串。系統只會篩選符合 WHERE 子句條件的指標。日期欄位會填入 30 天期間內的最後日期。

{
  "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"
      }
    }
  ]
}

取得已啟用的廣告群組廣告

以下是廣告群組廣告的查詢範例，可取得將放送的廣告群組。如要放送任何廣告群組，廣告群組廣告、廣告群組和廣告活動都必須啟用。

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

查詢結果會類似於下列 JSON 字串。

{
  "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"
        }
      }
    }
  ]
}

飯店廣告報表實用檢視畫面

在飯店廣告報表的舊版 API 中，您可以擷取特定報表，例如成效報表。在 Google Ads API 中，這類資料會以個別的 *_view 資源表示，例如 hotel_performance_view 和 hotel_group_view。本節將說明 *_view 資源，這些資源可用於飯店廣告報表。並提供查詢範例。

請注意，每個 *_view 資源都有特定的資源欄位、區隔和指標。請先參閱特定 *_view 資源的說明文件，再建構查詢。

飯店群組檢視畫面

飯店群組檢視畫面是條件檢視畫面，因此很適合用來擷取飯店群組的特定條件類型指標。

以下飯店群組檢視的查詢範例會取得整個飯店清單群組樹狀結構中 (包括根節點「所有飯店」) 每間飯店的點擊次數。

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

查詢結果會類似於下列 JSON 字串。由於根節點 (「所有飯店」) 未定義 case_value，因此第一列代表「所有飯店」商店資訊群組的指標，而第二列則代表代表「其他」的子項商店資訊群組指標。

{
  "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"
      }
    },
  ]
}

飯店成效檢視畫面

如果您想使用非飯店群組資料擷取飯店的成效指標，即使您已根據飯店 ID 進行細分，飯店成效檢視畫面仍可派上用場。

以下飯店成效檢視畫面的查詢範例會取得點擊次數，並按飯店 ID 區隔結果。

SELECT
  segments.partner_hotel_id,
  metrics.clicks
FROM hotel_performance_view

查詢結果會類似於下列 JSON 字串。點擊次數會由 partner_hotel_id 區隔，因此同一個飯店成效檢視畫面可能會傳回兩個或更多物件。

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

廣告群組目標對象檢視畫面

如果您想擷取廣告群組層級附加目標對象的成效指標，廣告群組目標對象檢視畫面就很實用。

請注意，這只是各種廣告活動的一般檢視畫面，不只適用於飯店廣告活動。這個檢視畫面還可依 hotel_date_selection_type 區隔結果，用於指定旅館日期是由使用者選取，還是 Google 在搜尋時設定的預設日期。如果您依 hotel_date_selection_type 區隔，系統只會傳回飯店廣告活動的結果。

以下查詢會為每個 ad_group_criterion.user_list.user_list 傳回一個資料列。

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

查詢結果會類似於下列 JSON 字串。

{
  "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"
      }
    }
  ]
}

廣告活動目標對象檢視畫面

如果您想擷取廣告活動層級目標對象的成效指標，廣告活動目標對象檢視畫面就很實用。

請注意，這只是各種廣告活動的一般檢視畫面，不只適用於飯店廣告活動。這個檢視畫面還可依 hotel_date_selection_type 區隔結果，用於指定旅館日期是由使用者選取，還是 Google 在搜尋時設定的預設日期。如果您依 hotel_date_selection_type 區隔，系統只會傳回飯店廣告活動的結果。

以下查詢會為每個 campaign_criterion.user_list.user_list 傳回一個資料列。

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

查詢結果會類似於下列 JSON 字串。

{
  "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"
      }
    }
  ]
}

飯店廣告實用報表

本節提供幾份專為飯店廣告設計的實用報表。

成效報表

這些查詢會使用飯店成效檢視畫面來取得成效資料。

hotel_performance_view 可讓您使用 campaign 資源區隔指標。舉例來說，您可以使用 campaign.id 欄位，依廣告活動取得成效指標。

成效

查詢範例：

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 回應範例：

{
  "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"
      }
    }
  ]
}

按點擊類型劃分成效

查詢範例：

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 回應範例：

{
  "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"
      }
    }
  ]
}

條件式費率成效報表

下列查詢會取得依下列項目區隔的成效指標：

  • campaign
  • hotel_center_id
  • hotel_country
  • hotel_rate_rule_id
  • hotel_rate_type
  • device
  • partner_hotel_id

如需這些類型的說明，請參閱 HotelRateType。

查詢中可以包含多個區隔，但隨著區隔數量的增加，傳回的資料列數量也會大幅增加。

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

查詢結果會類似於下列 JSON 字串。

{
  "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"
      }
    }
  ]
}

價格競爭力報表

你可以透過洞察資料，瞭解你的價格與同飯店行程的競爭對手價格比較如何。

查詢範例：

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 回應範例：

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

平均預訂價格報表

您可以取得計算飯店平均預訂價格所需的資料 (all_conversions_value 除以 conversions)。

查詢範例：

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

JSON 回應範例：

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

目標對象報表

目標對象報表會顯示 Google Ads 目標對象名單的出價調節係數成效。如需目標對象報表範例，請參閱「廣告群組目標對象檢視畫面」和「廣告活動目標對象檢視畫面」中的查詢範例。

飯店對帳報表

飯店對帳報告包含飯店預訂的轉換資訊，可與廣告客戶記錄對帳。您可以透過大量上傳功能上傳資料，讓 Google 知道哪些預訂已取消或已完成。這份報表的主要欄如下：

UI 欄 API 資料欄 說明
訂房價值 metrics.value_per_conversions_by_conversion_date 標記回報的轉換價值
轉換日期 segments.date 預訂日期
佣金費率 metrics.hotel_commission_rate_micros 您為了廣告曝光而出價的訂房價值百分比
佣金費用

如果是 status == RECONCILED 或 CANCELED，則這個值可計算為 metrics.hotel_commission_rate_micros * hotel_reconciliation.reconciled_value_micros。在其他所有情況下，您可以從 metrics.hotel_expected_commission_cost 資料欄取得這個值，也可以計算為 metrics.hotel_commission_rate_micros * metrics.value_per_conversions_by_conversion_date

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