Required Minimum Functionality

Required Minimum Functionality

v. 2017‑05‑31

Required Minimum Functionality (RMF) refers to the features and other functionality that certain tool developers must offer when using the AdWords API. As set forth below, RMF rules are grouped into three categories: Creation Functionality, Management Functionality, and Reporting Functionality. Your compliance with these rules depends on how you use the AdWords API (an "RMF applies" means that RMF applies to you):
Creation Functionality Management Functionality Reporting Functionality
Full-Service Tool
  • advertisers, agencies, and other third parties use your tool to fully manage their AdWords accounts
RMF applies RMF applies RMF applies
Reporting Only
  • only a reporting dashboard available to end-advertisers
RMF doesn't apply RMF doesn't apply RMF applies
Internal Use Only
  • individual advertiser or agency use only; no third-party access to tool (i.e., you're the only one that uses your tool)
RMF doesn't apply RMF doesn't apply RMF doesn't apply

If your tool offers very limited and specialized functionality, and could not be used for creating and managing campaigns, ad groups, and ads, it may not qualify as a full-service tool. In this case, the creation and management RMF would not apply. If you're not sure whether the RMF policy applies to your tool, contact the AdWords API Compliance team. The AdWords API Compliance team will decide whether your tool is full-service or not. Your tool may be reevaluated if the functionality changes significantly.

Note that RMF only applies to tokens with Standard access.

Requirements for Reporting-only AdWords API Clients

In order to be compliant with RMF requirements, a Reporting-only AdWords API Client must show Reporting Functionality for each of the levels of the AdWords hierarchy displayed in its reporting interface. A level of the AdWords hierarchy means one of Account, Campaign, Ad Group, Ad or Keyword. For example, if a Reporting-only AdWords API Client does show Ad Groups, then it must implement all of the "Ad Group"-level Reporting Functionality that is labeled as "Required" below.

A Reporting-only AdWords API Client may choose not to show specific levels of the AdWords hierarchy in its reporting interface. For example, if a Reporting-only AdWords API Client does not show any Ad Group performance data in its interface, then it need not implement any of the "Ad Group"-level Reporting RMF.

The above policy also applies to all other report types, though they are not levels of the AdWords hierarchy. Should you choose to implement any of these reports, you must show all the required fields for each respective report.

In order to be compliant with RMF requirements, AdWords API Client must display all the columns marked required in the Object/Field/Guide column for each report, as default. All other Metric columns must be made available, as an option for users of the AdWords API Client. AdWords report data should be reasonably prominent and accessible to end users.

Downloadable Reports

If your tool provides a download option, for example a CSV, instead of displaying reporting functionality within the user interface, then the download link must be prominently displayed and intuitively labeled. The downloaded file must contain all of the required reporting fields and be clearly labeled.

Reporting Date Ranges

We recommend that you allow users to filter reporting data by date range. If your tool doesn't support custom date ranges, then it should at least provide the last 30 days of data for each required reporting field.

Requirements for API Clients providing Creation Functionality or Management Functionality

In order to be compliant with RMF requirements, a Full-Service AdWords API Client must implement all the required creation and management features in the table below and show Reporting Functionality for each of the reports below. Additionally, you must make reasonable effort to ensure that each of the features is easily accessible and functional to end advertisers as measured by the usage of those features.

Shopping-only API Tools

If your tool is only designed to create and manage shopping campaigns and does not provide any other functionality outside of AdWords Shopping Campaigns, then you are only required to implement the AdWords creation and management features and reports in the RMF that work with Google Shopping Campaigns. For an updated list of these features please contact the AdWords API Compliance team at https://services.google.com/fb/forms/apicontact/.

App Promotion-only API Tools

If your tool is only designed to create and manage mobile app promotion campaigns and does not provide any other functionality outside of AdWords mobile app promotion campaigns, then you are only required to implement the AdWords Creation, Management and Reporting Functionality features in the RMF that apply to AdWords mobile app promotion campaigns. For an updated list of these features, please contact the AdWords API Compliance team at https://services.google.com/fb/forms/apicontact/.

Requirements for API Clients providing Targeting Idea Service or Traffic Estimation Service

If an AdWords API Client provides any functionality related to TargetingIdeaService or TrafficEstimatorService, it must fully implement the required Creation Functionality, Management Functionality and Reporting Functionality marked "Required" in the table below.

Requirements for Bid Adjustments

All API Clients providing Creation or Management functionality must satisfy the following requirements related to bid adjustments:

  1. End users must be allowed to input the entire range of allowable values.
  2. End users must be able to review and edit the bid adjustments before it is set by the AdWords API Client.
  3. Bid adjustments must be represented only as adjustments to bids, and may not be used to enable or approximate other features, such as targeting or exclusion.

One-Time Extension for Major Updates

In recognition of the fact that API tools may periodically perform extensive technology upgrades, tools that have met all RMF deadlines for at least 2 consecutive years can apply for a 6 month RMF extension in order to implement such upgrades to their platform. If the extension is granted, during the extension period these tools will not be reviewed for compliance with RMF requirements. At the end of the extension period, the tool must be in full compliance with all RMF requirements that were due on or before the last date of the extension period. All RMF requirements due after the end of the extension will remain due on the date specified in the table below.

An API tool may be granted at most one extension every four years (i.e., the second extension must start at least 4 years after the first one ends).

If you would like to apply for an extension for your tool, please request an application form by contacting us at https://services.google.com/fb/forms/apicontact/. Your application must be signed and submitted by an executive (CEO, CTO or Senior VP) of your company. Please note that your application is not guaranteed to be approved.

Feature Implementation

Unless otherwise specified below, a feature is implemented if and only if all available sub-features and parameters are also implemented. The API Reference documents which parameters and sub-features are available. For example, the feature "Opt in/out of networks" implies support for opting in/out of Google Search, search partners, and the display network. Furthermore, if you implement in your AdWords API Client a feature similar to any feature not required by Google, you must then also implement the similar Google feature in your AdWords API Client. For example, if you implement your own version of "Keyword Ideas" in your AdWords API Client, then you must also implement Google's "Keyword Ideas" functionality in your AdWords API Client.

To maintain RMF compliance, any new required features must be added by the due date (shown next to each feature as Due: YYYY-MM-DD). Any RMFs with no specified due date are past due. Additionally, we require that you send screenshots and/or mockups of material proposed changes to the AdWords API Client, at least two weeks prior to these changes taking effect, via the Tool Change form. For the sake of clarity, after that two week period has elapsed, you do not need to wait for a response from Google before those material changes take effect.

Item Number Functionality Object/Field/Guide Requirement

Creation Functionality

C.10 Create campaign Campaign Required
C.14 Set mobile platform bid adjustment Bid modifiers Required. This needs to be supported at both campaign and ad group levels.
C.15 Set tablet and desktop platform bid adjustments Bid modifiers Required. This needs to be supported at both campaign and ad group levels.
C.20 Enable geo targeting Location Targeting Required
C.21 Set distance targeting Location Targeting
LocationExtensionOperand
Required. This needs to support targeting a radius around a location and a location extension.
C.25 Set geo bid adjustment Bid modifiers Required
C.30 Enable language targeting Targeting Types Required
C.41 Dynamic search ads DynamicSearchAd Required
C.42 Set campaign DSA settings DynamicSearchAdsSetting Required
C.50 Opt in/out of networks NetworkSetting (targetGoogleSearch, targetSearchNetwork, targetContentNetwork only) Required
C.65 Enable conversion tracking ConversionTrackerService Required
C.70 Location extensions Location Extensions Required. This needs to be supported at the account level.
C.72 App extensions App feed placeholder
Extension Setting Services
Feed Services
Required. This needs to be supported at the account level.
C.75 Callout extensions Callout feed placeholder
Extension Setting Services
Feed Services
Required. This needs to be supported at the account, campaign, and ad group levels.
C.80 Sitelink extensions Sitelink feed placeholder
Extension Setting Services
Feed Services
Required. This needs to be supported at the account, campaign, and ad group levels.
C.90 Set bidding option: Manual CPC ManualCpcBiddingScheme Required. This needs to be supported at the campaign level.
C.95 Set bidding option: Enhanced CPC EnhancedCpcBiddingScheme Required. This needs to be supported at the campaign level.
C.101 Set bidding option: Maximize clicks (Portfolio) TargetSpendBiddingScheme Required. This needs to be supported at the campaign level.
C.111 Set bidding option: Target search page location PageOnePromotedBiddingScheme Required. This needs to be supported at the campaign level.
C.112 Set bidding option: Target Outrank Share bid strategy TargetOutrankShareBiddingScheme Required. This needs to be supported at the campaign level.
C.120 Set budget Campaign Budgets Required
C.140 Set delivery method BudgetDeliveryMethod Required
C.190 Create ad group AdGroup Required
C.191 v201705 Set ad group max CPC CpcBid Required for Manual CPC and Enhanced CPC bidding options.
Due: 2017‑12‑31.
C.192 v201705 Set ad group target CPA CpaBid Required for Target CPA (Portfolio and Standard) bidding option.
Due: 2017‑12‑31.
C.193 v201705 Set ad group target ROAS targetRoasOverride Required for standard Target ROAS bidding option.
Due: 2017‑12‑31.
C.200 Add expanded text ad ExpandedTextAd Required
C.260 Add keyword Keyword Required
C.270 Add ad group negative keywords NegativeAdGroupCriterion Required
C.290 Set keyword max CPC CpcBid Required
C.300 Set keyword match type matchType Required
C.311 Set keyword final URL finalUrls Required.
C.320 Account-level tracking template trackingUrlTemplate Required
C.321 Campaign-level tracking template trackingUrlTemplate Required
C.325 Campaign-level custom parameters urlCustomParameters Required
C.326 Ad group-level custom parameters urlCustomParameters Required
C.500 Create shopping campaign Shopping Campaigns Required
C.505 Set merchant identifier ShoppingSetting Required
C.506 Set sales country ShoppingSetting Required
C.510 Set inventory filter ProductScope Required
C.520 Create product ad ProductAd Required
C.525 Add first (root) product partition ProductPartition Required
C.530 Local inventory ads ProductChannel
ProductChannelExclusivity
Required
C.610 Call-only ads CallOnlyAd Required
C.700 v201702 Enable userlist targeting (add a userlist to a search network campaign and ad group, specify ad group and campaign exclusions) Remarketing and Audience Targeting Required. Due: 2017‑09‑01.
C.710 v201702 Set userlist targeting bid adjustment for search network campaigns and ad groups Remarketing and Audience Targeting Required. Due: 2017‑09‑01.

Management Functionality

M.10 Edit campaign settings (all campaign-related required settings in Creation Functionality) Campaign Required
M.15 Edit mobile, tablet, and desktop platform bid adjustments Bid modifiers Required. This needs to be supported at both campaign and ad group levels.
M.20 Edit ad group settings (all ad group-related required settings in Creation Functionality) AdGroup Required
M.25 Edit geo bid adjustment Bid modifiers Required
M.31 Set bidding option: Target CPA (Portfolio and Standard) TargetCpaBiddingScheme Required. Both the Portfolio and Standard strategies need to be supported at the campaign level.
M.32 v201705 Set bidding option: Target ROAS (Portfolio and Standard) TargetRoasBiddingScheme Required. Both the Portfolio and Standard strategies need to be supported at the campaign level.
Due: 2017‑12‑31.
M.35 Enable ad rotation AdServingOptimizationStatus Required
M.40 Edit keyword max CPC CpcBid Required
M.100 Edit expanded text ad ExpandedTextAd Required
M.101 Edit bidding option: Maximize clicks (Standard) TargetSpendBiddingScheme Required. This needs to be supported at the campaign level.
M.110 Pause / enable / remove campaign status Required
M.120 Pause / enable / remove ad group status Required
M.130 Pause / enable / remove ad status Required
M.140 Pause / enable / remove keyword userStatus Required
M.150 Edit inventory filter ShoppingSetting Required
M.160 Subdivide (add product partition) ProductPartition Required
M.170 Remove product partition ProductPartition Required
M.180 Edit product partition max CPC CpcBid Required
M.190 Exclude product partition (delegate) NegativeAdGroupCriterion Required
M.320 Manage all tracking templates in creation functionality Customer.trackingUrlTemplate
Campaign.trackingUrlTemplate
Required
M.325 Manage all custom parameters in creation functionality Campaign.urlCustomParameters AdGroup.urlCustomParameters
Required
M.700 v201702 Edit userlist targeting Remarketing and Audience Targeting Required. Due: 2017‑09‑01.
M.710 v201702 Edit userlist targeting bid adjustment for search network campaigns and ad groups Remarketing and Audience Targeting Required Due: 2017‑09‑01.

Reporting Functionality

R.10 Account Performance Clicks
Cost
Impressions
Conversions1
All conversions
Required
R.20 Campaign Performance Clicks
Cost
Impressions
Conversions1
All conversions
Ad network
Device
Required
Status Required if showing paused, active, and removed campaigns
Optional if only showing active campaigns
R.30 Ad Group Performance Clicks
Cost
Impressions
Average position
Conversions1
All conversions
Ad network
Device
Required
Status Required if showing paused, active, and removed ad groups
Optional if only showing active ad groups
R.40 Ad Performance Clicks
Cost
Impressions
Average position
Conversions1
Required
Status Required if showing paused, active, and removed ads
Optional if only showing active ads
R.50 Keywords Performance Clicks
Cost
Impressions
Average position
First page CPC
Top of page CPC
Conversions1
Required
Status Required if showing paused, active, and removed keywords
Optional if only showing active keywords
R.70 Search Query Performance Query term
Match type
Clicks
Cost
Impressions
Required
R.80 Geo Performance Country/Territory
Region
Metro area
City
Campaign
Clicks
Cost
Impressions
Required
R.90 Keywordless Category Clicks
Cost
Impressions
Conversions1
Required
R.100 Keywordless Query Clicks
Cost
Impressions
Required
R.110 Shopping Performance Clicks
Impressions
Cost
Conversions1
Required
Category
Product type
Required to show all levels
R.120 Product Partition Clicks
Cost
Impressions
Conversions1
Required
R.130 Bid Goal Performance Bid strategy type
Clicks
Cost
Cost per conversion
Impressions
Average CPC
Conversions
Required
Status Required if showing paused, active, and removed strategies
Optional if only showing active strategies
R.150 Audience Performance Clicks
Cost
Impressions
Conversions 1
Required

1. The ConvertedClicks column and its derived fields are removed in v201607. Use the Conversions column for all reports.

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