Account types in the Google Ads API

This document explains the different terms used to describe accounts in the Google Ads API and how they relate to each other.

Overview

The Google Ads API uses several terms to describe accounts, which can sometimes lead to confusion. Understanding these distinctions is important for managing accounts and interpreting API responses.

Account types

The following definitions clarify the different account types you will encounter when working with the Google Ads API.

Manager Account

A Manager Account is a primary account used to manage multiple Google Ads accounts.

• Former Name: This was formerly known as "MCC" (My Client Center). You may still see this term in legacy documentation or discussions.
• Purpose: You typically need a Manager Account to obtain a developer token and access the API. It lets you link to and manage other accounts.

Serving Account

A Serving Account (or Advertiser Account) is an individual Google Ads account that runs ad campaigns.

• Purpose: This is where campaigns, ad groups, and ads are created and served.

Client Account

A Client Account is any account (either a Serving Account or another Manager Account) that is linked to and managed by a superior Manager Account within the hierarchy.

• Context: The term "Client" refers to the relationship in the hierarchy (managed by a manager), not necessarily a "client" in the business sense.

Customer

In the API context, a Customer is the resource representing any Google Ads account, whether it's a Manager Account or a Serving Account.

• Representation: All accounts are represented by a Customer resource, identified by a customer_id.
• Role: The nature of the account (Manager or Serving) depends on the specific resource.

Test Account

Test Accounts are special accounts created under a Manager Account specifically for testing API integrations.

• Purpose: They allow you to test API calls without serving live ads or incurring costs. They don't serve live ads.

Hierarchy Example

A typical hierarchy looks like this:

• Manager Account A (Top level)
  • Client Account B (Serving account)
  • Client Account C (Another Manager account)
    • Client Account D (Serving account)

In this example:

• Account A is a Manager Account.
• Accounts B, C, and D are Client Accounts relative to their parents.
• Accounts B and D are Serving Accounts.
• Account C is both a Client Account (to A) and a Manager Account (to D).