Required Minimum Functionality

Required Minimum Functionality

v. 2016‑03‑24

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 corresponding field / 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/.

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 Corresponding
Object / Field / Column
Requirement

Creation Functionality

C.10 Create campaign Campaign Required
C.14 Set mobile bid adjustment Platform Required
C.16 Set ad device preference AdGroupAd Required
C.20 Enable geo targeting Location Required
C.21 Set distance targeting. LocationExtensionOperand
Proximity
Required.
C.25 Set geo bid adjustment Location Required
C.30 Enable language targeting Language 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 Ad Extensions: Location extensions CustomerFeedService Required.
Due: 2015‑09‑08.
C.72 App extensions CustomerFeedService Required.
C.75 Callout extensions AdGroupExtensionSettingService or
AdGroupFeedService
Callout feed placeholder
Required. This needs to be supported at the account, campaign, and ad group levels.
C.80 Feed Services: Sitelinks AdGroupExtensionSettingService or
AdGroupFeedService
Required. This needs to be supported at both campaign and ad group levels.
C.85 Edit conversion tracking settings ConversionTrackingSettings Required
C.90 Set bidding option: Manual CPC CpcBid Required. This needs to be supported at keyword, ad group, and campaign levels.
C.95 Set bidding option: Enhanced CPC EnhancedCpcBiddingScheme Required. This needs to be supported at both ad group and campaign levels.
C.101 Set bidding option: Maximize clicks TargetSpendBiddingScheme Required. This needs to be supported at keyword, ad group, and campaign levels.
C.111 Set bidding option: Target search page location PageOnePromotedBiddingScheme Required. This needs to be supported at keyword, ad group, and campaign levels.
C.112 Set bidding option: Target Outrank Share bid strategy TargetOutrankShareBiddingScheme Required.
C.120 Set budget Budget Required
C.140 Set delivery method Budget.BudgetDeliveryMethod Required
C.190 Create ad group AdGroup Required
C.200 Add text ad TextAd 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 Keyword.matchType Required
C.311 Set keyword final URL BiddableAdGroupCriterion.finalUrls Required.
C.320 v201509 Account-level tracking template Customer.trackingUrlTemplate Required.
Due: 2016‑03‑01.
C.321 v201509 Campaign-level tracking template Campaign.trackingUrlTemplate Required.
Due: 2016‑03‑01.
C.325 v201509 Campaign-level custom parameters Campaign.urlCustomParameters Required.
Due: 2016‑03‑01.
C.326 v201509 Ad group-level custom parameters AdGroup.urlCustomParameters Required.
Due: 2016‑03‑01.
C.500 Create shopping campaign Campaign 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.600 Mobile app download campaigns SEARCH_MOBILE_APP Required. Create and manage mobile app download campaigns on Search network.
C.610 Call-only ads CallOnlyAd Required.
C.700 Enable userlist targeting (add a userlist to a search network ad group, specify ad group and campaign exclusions) CriterionUserList
NegativeCampaignCriterion
NegativeAdGroupCriterion
Required.
C.710 Set userlist targeting bid adjustment for search network ad groups BiddableAdGroupCriterion Required.

Management Functionality

M.10 Edit campaign settings (all campaign-related required settings in Creation Functionality) Campaign Required
M.15 Edit mobile bid adjustment Campaign Required
M.18 Edit ad device preference AdGroupAd Required
M.20 Edit ad group settings (all ad group-related required settings in Creation Functionality) AdGroup Required
M.25 Edit geo bid adjustment Location Required
M.31 v201603 Set bidding option: Target CPA (Portfolio and Standard) TargetCpaBiddingScheme Required. This needs to be supported at both ad group and campaign levels.
Due: 2016‑08‑01.
M.32 Set bidding option: Target ROAS TargetRoasBiddingScheme Required. This needs to be supported at both ad group and campaign levels.
M.35 Enable ad rotation AdServingOptimizationStatus Required
M.40 Edit keyword max CPC CpcBid Required
M.100 Edit ad text TextAd Required
M.101 v201603 Edit bidding option: Maximize clicks (Standard) TargetSpendBiddingScheme Required.
Due: 2016‑08‑01.
M.110 Pause / enable / remove campaign Campaign.status Required
M.120 Pause / enable / remove ad group AdGroup.status Required
M.130 Pause / enable / remove ad AdGroupAd.status Required
M.140 Pause / enable / remove keyword BiddableAdGroupCriterion.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 v201509 Manage all tracking templates in creation functionality Customer.trackingUrlTemplate
Campaign.trackingUrlTemplate
Required.
Due: 2016‑03‑01.
M.325 v201509 Manage all custom parameters in creation functionality Campaign.urlCustomParameters AdGroup.urlCustomParameters
Required.
Due: 2016‑03‑01.
M.700 Edit userlist targeting CriterionUserList
NegativeCampaignCriterion
NegativeAdGroupCriterion
Required.
M.710  Edit userlist targeting bid adjustment for search network ad groups BiddableAdGroupCriterion Required.

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
Cost per conversion many-per-click
Impressions
Average CPC
Conversions1
Required
Status Required if showing paused, active, and removed strategies.
Optional if only showing active strategies
R.150 Audience Performance Clicks
Cost
Impressions
Conversions1
Required.

1. "Conversions" column is different in v201509. If you are on prior versions, you may continue to use ConvertedClicks or ConversionsManyPerClick column instead.

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