報表

影片：觀看 2019 年研討會的飯店廣告報表講座

你可以使用 Google Ads API 設計查詢，取得所需的飯店廣告報表。 接著，您可以將這些查詢整合至用戶端應用程式。

必要條件

飯店廣告的基本查詢

請參閱下列查詢範例，熟悉使用 Google Ads API 製作飯店廣告報表。

取得點擊指標

下列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

查詢結果看起來會像這樣：

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

取得區隔點擊指標

下列飯店成效資料檢視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

查詢結果會類似下列 JSON 字串。點擊次數是依 partnerHotelID 區隔，因此同一個 HotelPerformanceView 可能會傳回兩個以上的物件。

{
  "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取得最近 30 天內的曝光和點擊，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

查詢結果會類似下列 JSON 字串。系統只會針對符合 WHERE 子句條件的指標篩選回應。日期欄位會填入 30 天期間內包含的最後一個日期。

{
  "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"
      }
    }
  ]
}

取得啟用的廣告群組廣告

以下廣告群組廣告查詢範例會取得要放送的廣告群組。 廣告群組、廣告群組和廣告活動都必須全部啟用，才能放送廣告群組。

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"
        }
      }
    }
  ]
}

實用的飯店廣告報表資料檢視

在先前的飯店廣告報表 API 中，您可以擷取特定報表，例如「成效」報表。在 Google Ads API 中，這類資料會表示在不同的 *_view 資源 (例如 hotel_performance_view 和 hotel_group_view) 中。本節說明適用於飯店廣告報表的 *_view 資源。我們也提供查詢範例。

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

飯店群組檢視

飯店群組檢視畫面屬於條件檢視，因此適合擷取飯店群組的特定條件類型的指標。

下方範例查詢飯店群組資料檢視，可針對整個飯店商家資訊群組樹狀結構 (包括根節點「所有飯店」) 的飯店群組觀看次數，獲得各飯店點擊次數。

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

查詢結果會類似下列 JSON 字串。由於根節點 (「所有飯店」) 的 case_value 尚未定義，因此第一列代表「所有飯店」商家資訊群組的指標，第二列則代表「其他」子項商家資訊群組的指標。

{
  "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"
      }
    },
  ]
}

飯店成效資料檢視

如果您想使用非飯店群組資料擷取飯店成效指標 (即使您以飯店 ID 建立子群組也是如此)，飯店成效檢視畫面就十分實用。

下列飯店成效資料檢視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

查詢結果會類似下列 JSON 字串。點擊次數是依 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以上的物件。

{
  "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

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功能就非常實用。

請注意，這是各種廣告活動類型的一般檢視畫面，而不只是飯店廣告活動。這個檢視畫面還可讓您依據 hotel_date_selection_type 區隔結果，藉此指定飯店日期是使用者選取，還是 Google 搜尋設定的預設日期。如果您按 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"
      }
    }
  ]
}

廣告活動目標對象資料檢視

如果您想擷取在廣告活動層級附加的目標對象成效指標，請使用「廣告活動目標對象檢視」。

請注意，這是各種廣告活動類型的一般檢視畫面，而不只是飯店廣告活動。這個檢視畫面還可讓您依據 hotel_date_selection_type 區隔結果，藉此指定飯店日期是使用者選取，還是 Google 搜尋設定的預設日期。如果您按 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"
      }
    }
  ]
}

飯店廣告的實用報表

本節提供幾種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 資源來區隔指標。舉例來說，您可以使用 campaign.id 欄位，按廣告活動取得成效指標。

效能

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"
      }
    }
  ]
}

點擊類型成效

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

下列查詢會按下列條件區隔成效指標：

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

如需類型的說明，請參閱 HotelRateType。

一項查詢中可納入多個區隔；不過，傳回的資料列數量可能會因為增加區隔而大幅增加。

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

您可以在同一條飯店行程中，取得自家價格與競爭對手價格的比較結果。

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 (all_conversions_value 除以 conversions) 所需的資料。

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 目標對象名單上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資料檢視和廣告活動目標對象資料檢視中的查詢範例。

飯店對帳報表

飯店對帳報表會列出飯店預訂、與廣告客戶記錄對帳的轉換資訊。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。這份報表的主要資料欄如下：

UI 欄 API 資料欄 說明
訂房價值 metrics.value_per_conversions_by_conversion_date 代碼所記錄的轉換價值
轉換日期 segments.date 預訂日期
佣金費率 metrics.hotel_commission_rate_micros 您為廣告曝光出價的訂房價值百分比
佣金費用

如果為 status == RECONCILED 或 CANCELED，這個值能以 metrics.hotel_commission_rate_micros * hotel_reconciliation.reconciled_value_micros 計算。在所有其他情況下，可從 metrics.hotel_expected_commission_cost 資料欄取得這個值，或計算為 metrics.hotel_commission_rate_micros * metrics.value_per_conversions_by_conversion_date

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