Report Types

This page lists and describes the fields in available reports.

See the report types chart for help determining the most suitable reports for your business requirements.

Note: The report field names, predicate values, and display values below reflect the names used in v201809 of the AdWords API. If you are still using an older version of the API, please see the reporting changes in the v201809 Migration Guide.

All reports

Account Performance Ad Customizers Feed Item Ad Group Performance Ad Performance Age Range Performance Audience Performance Automatic Placements Performance Bid Goal Performance Budget Performance Call Metrics Call Details Campaign Ad Schedule Target Campaign Group Performance Campaign Location Target Campaign Negative Keywords Performance Campaign Negative Locations

Campaign Criteria Campaign Negative Placements Performance Campaign Performance Campaign Shared Set Click Performance Creative Conversion Criteria Performance Display Keyword Performance Display Topics Performance Final URL Gender Performance Geo Performance Keywordless Category Keywordless Query Keywords Performance Label

Landing Page Marketplace Performance Paid and Organic Query Parental Status Performance Placeholder Placeholder Feed Item Placement Performance Product Partition Search Query Performance Shared Set Shared Set Criteria Shopping Performance Top Content Performance URL Performance User Ad Distance Video Performance

Attribution type

See Reporting Basics for an explanation of attribution types.

Single attribution

Ad Performance Criteria Performance Keywords Performance

Multiple attribution

Age Range Performance Audience Performance Automatic Placements Performance Campaign Location Target Display Keyword Performance Display Topics Performance

Gender Performance Geo Performance Parental Status Performance Placement Performance URL Performance User Ad Distance

Structure

Although you can use most reports to gather information about the structure and content of your account, the reports in this list are unique because they do not include any performance stats.

Note: Since these reports do not include performance statistics, you cannot include a DURING clause in your AWQL query or use a custom date range in your ReportDefinition.

Campaign Criteria Campaign Negative Keywords Performance Campaign Negative Locations Campaign Negative Placements Performance Label

Extensions

Call Metrics Call Details Placeholder Placeholder Feed Item

Analytics

The reports below include Google Analytics metrics such as AveragePageviews, BounceRate, AverageTimeOnSite, and PercentNewVisitors.

Ad Performance Ad Group Performance Campaign Performance Keywords Performance

Shopping

Product Partition Shopping Performance

View all reports in a single table.

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Field attributes

The first column in the tables below contains the field names to use when constructing a report request.

The second column contains the data type of the field, a description of the field, and the attributes below.

Display Name

The human-readable name of this field, returned in a CSV header row.

XML Attribute

The XML attribute in the generated report that corresponds to this field (only applicable if a report definition's download format is XML).

Filterable

Indicates whether the field can be used in report request predicates.

Supports Zero Impressions

Indicates whether the field supports (True) or implicitly excludes (False) zero impressions.

Behavior

• Attribute The field contains settings or other fixed data. The values returned will always reflect the current state of the account, ignoring the timespan of the report. The field is generally compatible with zero-impression reports.
• Metric The field contains performance data which is usually numeric. The values returned reflect the performance over the timespan of the report.
• Segment The field contains dimension data that is used to group metrics. Including the field in a report may split a single row into multiple rows. The values returned and number of segmented rows reflect the performance over the timespan of the report. The field is likely to be incompatible with zero-impression reports. See the field description and the Support Zero Impressions attribute to verify.

Report types

Reports
ACCOUNT_PERFORMANCE_REPORT	The Account Performance report includes all statistics aggregated by default at the account level, one row per account. If other segment fields are used, you may get more than one row per account. See segmentation for more information.
AD_CUSTOMIZERS_FEED_ITEM_REPORT	The Ad Customizers Feed Item report provides statistics for feed items used in Ad Customizers. Statistics are aggregated at the feed item level, one row per feed item. If other segment fields are used, you may get more than one row per feed item. See segmentation for more information.
AD_PERFORMANCE_REPORT	The Ad Performance report includes all statistics aggregated at the ad level, one row per ad. If other segment fields are used, you may get more than one row per ad. See segmentation for more information. This is a single attribution report when CriterionId or IsNegative is requested. The CriterionId field will return any criteria that triggered the ad, not just keywords. Discovery campaigns are not supported when this report has Criteria fields added.
ADGROUP_PERFORMANCE_REPORT	The Ad Group Performance report includes all statistics aggregated by default at the ad group level, one row per ad group. If other segment fields are used, you may get more than one row per ad group. See segmentation for more information.
AGE_RANGE_PERFORMANCE_REPORT	The Age Range Performance report includes all Display Network and YouTube Network statistics aggregated by age range. It also includes automatic audience performance. If other segment fields are used, you may get more than one row per age range. See segmentation for more information. This is a multiple attribution report.
AUDIENCE_PERFORMANCE_REPORT	The Audience Performance report includes performance data from interests and remarketing lists for Display Network and YouTube Network ads, and remarketing lists for search ads (RLSA), aggregated at the audience level—one row per audience. If other segment fields are used, you may get more than one row per topic. See segmentation for more information. This is a multiple attribution report.
AUTOMATIC_PLACEMENTS_PERFORMANCE_REPORT	The Automatic Placements Performance report includes all statistics aggregated at the placement level, one row per placement. If other segment fields are used, you may get more than one row per placement. See segmentation for more information. This is a multiple attribution report.
BID_GOAL_PERFORMANCE_REPORT	The Bid Goal Performance report includes statistics for your portfolio bid strategies. Standard strategies will not appear in this report's output.
BUDGET_PERFORMANCE_REPORT	The Budget Performance report includes all statistics aggregated by default at the budget level, one row per budget. If other segment fields are used, you may get more than one row per budget. See segmentation for more information.
CALL_METRICS_CALL_DETAILS_REPORT	The Call Metrics Call Details report includes data for call tracking of call-only ads or call extensions.
CAMPAIGN_AD_SCHEDULE_TARGET_REPORT	The Campaign Ad Schedule Target report summarizes the performance of campaigns by AdSchedule criteria.
CAMPAIGN_CRITERIA_REPORT	The Campaign Criteria report is a structure report that allows you to efficiently retrieve campaign-level criteria.
CAMPAIGN_GROUP_PERFORMANCE_REPORT	The Campaign Group Performance report includes the overall performance statistics of campaigns that you have included in campaign groups. Statistics are aggregated by default at the campaign group level. If other segment fields are used, you may get more than one row per campaign group.
CAMPAIGN_LOCATION_TARGET_REPORT	The Campaign Location Target Report summarizes the performance of campaigns by location-based CampaignCriterion.
CAMPAIGN_NEGATIVE_KEYWORDS_PERFORMANCE_REPORT	Although negative keywords do not hold statistics, you can use this structured report to efficiently retrieve attributes of keyword-based NegativeCampaignCriterion objects.
CAMPAIGN_NEGATIVE_LOCATIONS_REPORT	Although negative locations do not hold statistics, you can use this structured report to efficiently retrieve attributes of location-based NegativeCampaignCriterion objects.
CAMPAIGN_NEGATIVE_PLACEMENTS_PERFORMANCE_REPORT	Although negative placements do not hold statistics, you can use this structured report to efficiently retrieve attributes of placement-based NegativeCampaignCriterion objects.
CAMPAIGN_PERFORMANCE_REPORT	The Campaigns Performance report includes all statistics aggregated by default at the campaign level, one row per campaign. If other segment fields are used, you may get more than one row per campaign. See segmentation for more information.
CAMPAIGN_SHARED_SET_REPORT	The Campaign Shared Set report includes all relationships between SharedSet objects and campaigns.
CLICK_PERFORMANCE_REPORT	The Click Performance report includes stats aggregated at each click level, and includes both valid and invalid clicks. For non-Search campaigns, the Clicks field represents the number of valid and invalid interactions instead of clicks.
CREATIVE_CONVERSION_REPORT	Free clicks are interactions that take place before a clickthrough for certain ads, product extensions and location extensions, e.g., interactions like "Get directions". Visit this help page to learn more about free clicks. This report is called "Free clicks" in the Google Ads UI.
CRITERIA_PERFORMANCE_REPORT	The Criteria Performance report includes statistics aggregated at the ad group criteria level, one row per ad group and criteria combination. If other segment fields are used, you may get more than one row per criteria. See segmentation for more information. This is a single attribution report. Discovery campaigns are not supported for this report.
DISPLAY_KEYWORD_PERFORMANCE_REPORT	The Display Keyword Performance report includes all Display Network and YouTube Network statistics aggregated at the keyword level, one row per keyword. If other segment fields are used, you may get more than one row per keyword. See segmentation for more information. This is a multiple attribution report.
DISPLAY_TOPICS_PERFORMANCE_REPORT	The Display Topics Performance report includes all Display Network and YouTube Network 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. This is a multiple attribution report.
FINAL_URL_REPORT	The Final URL report includes all statistics aggregated at the final URL level, one row per final URL. If other segment fields are used, you may get more than one row per final URL. This report doesn't show any stats for ad extensions. See segmentation for more information.
GENDER_PERFORMANCE_REPORT	The Gender Performance report includes all statistics aggregated by gender. It also includes automatic audience performance. If other segment fields are used, you may get more than one row per gender. See segmentation for more information. This is a multiple attribution report.
GEO_PERFORMANCE_REPORT	The Geo Performance report includes all statistics aggregated at the country/territory level, one row per country/territory. If other segment fields are used, you may get more than one row per country/territory. See segmentation for more information.
KEYWORDLESS_CATEGORY_REPORT	The Keywordless Category Performance report includes keywordless ads (dynamic search ads) statistics aggregated by category.
KEYWORDLESS_QUERY_REPORT	The Keywordless Query report includes keywordless ads (dynamic search ads) statistics based on search terms.
KEYWORDS_PERFORMANCE_REPORT	The Keywords Performance report includes all statistics aggregated at the keyword level, one row per keyword. If other segment fields are used, you may get more than one row per keyword. See segmentation for more information. This is a single attribution report. If a keyword triggers an ad on the Display Network or YouTube Network, the Id is represented as ID 3000000. An ID of 100 is reserved for logging served ads from ad groups that have no targeting criteria and thus are eligible to be running everywhere. Discovery campaigns are not supported for this report.
LABEL_REPORT	The Label report is a structure report that lists all labels for your account.
LANDING_PAGE_REPORT	The Landing Page report includes all statistics aggregated by default by the UnexpandedFinalUrlString, one row per the URL string. If other segment fields are used, you may get more than one row per the URL string.
MARKETPLACE_PERFORMANCE_REPORT	The Marketplace Performance report includes all statistics of ads displayed on the Marketplace, aggregated by default at the account level. If other segment fields are used, you may get more than one row per account. See segmentation for more information.
PAID_ORGANIC_QUERY_REPORT	The Paid and Organic Query report provides a holistic view of your search stats across ads and organic listings at the query level. This lets you analyze strengths and gaps in your overall search presence, and gives insight into how your paid and organic search listings work together to connect your business with people searching on Google.
PARENTAL_STATUS_PERFORMANCE_REPORT	The Parental Status Performance report includes statistics aggregated at the parental status level, one row per parental status. If other segment fields are used, you may get more than one row per parental status. See segmentation for more information.
PLACEHOLDER_FEED_ITEM_REPORT	The Placeholder Feed Item report includes all statistics at the feed-item level (e.g., a single sitelink). If other segment fields are used, you may get more than one row per feed item. See segmentation for more information.
PLACEHOLDER_REPORT	The Placeholder Report provides statistics for feed-based ad extensions, one row per placeholder type. If other segment fields are used, you may get more than one row per placeholder type. See segmentation for more information.
PLACEMENT_PERFORMANCE_REPORT	The Placements Performance report includes all statistics aggregated at the placement level, one row per placement. If other segment fields are used, you may get more than one row per placement. See segmentation for more information. This is a multiple attribution report.
PRODUCT_PARTITION_REPORT	The Product Partition report provides shopping campaign statistics aggregated at the product partition (Id field) level. If other segment fields are used, you may get more than one row per product partition. For product-level results, see the Shopping Performance Report.
SEARCH_QUERY_PERFORMANCE_REPORT	The Search Terms report includes all statistics aggregated at the search terms level, one row per combination of search terms. If other segment fields are used, you may get more than one row per combination of search terms. See segmentation for more information.
SHARED_SET_CRITERIA_REPORT	The Shared Set Criteria report includes criteria for each SharedSet.
SHARED_SET_REPORT	The Shared Set report includes all SharedSet objects that can be shareable across campaigns.
SHOPPING_PERFORMANCE_REPORT	The Shopping Performance report provides shopping campaign statistics aggregated at the product (OfferId field) level. Product dimension values from Merchant Center such as brand, category, custom attributes, product condition and product type will reflect the state of each dimension as of the date and time when AdWords recorded the corresponding event.
TOP_CONTENT_PERFORMANCE_REPORT	The Top Content Performance report includes statistics for top content bid modifier criteria, one row per ad group and criteria combination. If other segment fields are used, you may get more than one row per criteria. See segmentation for more information.
URL_PERFORMANCE_REPORT	The URL Performance report includes all statistics aggregated at the URL and criterion level, one row per combination of: URL where your ads have been displayed (Url) Targeting criterion (CriteriaParameters) If other segment fields are used, you may get more than one row per combination of URL and placement criterion. See segmentation for more information. This is a single attribution report. Discovery campaigns are not supported for this report.
USER_AD_DISTANCE_REPORT	The User Ad Distance Report provides statistics aggregated by the user's distance from your location extensions. Each DistanceBucket shows all impressions that fall within its distance. As a result, an impression will contribute to the stats for all DistanceBucket objects that include the user's distance.
VIDEO_PERFORMANCE_REPORT	The Video Performance report includes statistics for your account's upgraded AdWords for Video campaigns.

Additional resources

For more information about performance reports, visit these resources:

• AdWords Help Center
• Reporting Basics guide