报告

视频:观看 2019 年研讨会上的酒店广告报告讲座

借助 Google Ads API,您可以设计查询来获取所需的酒店广告报告。 然后,您可以将这些查询合并到客户端应用中。

前提条件

酒店广告的基本查询

查看这些查询示例,以熟悉如何使用 Google Ads API 生成酒店广告报告。

获取点击次数指标

以下示例查询会返回酒店效果视图中的点击次数。

SELECT metrics.clicks
FROM hotel_performance_view

查询结果如下所示:

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

获取细分的点击指标

以下酒店效果视图示例查询会获得点击,并按酒店 ID 细分结果。

SELECT
  segments.partner_hotel_id,
  metrics.clicks
FROM hotel_performance_view

查询结果可能类似于以下 JSON 字符串。点击次数按 partnerHotelID 细分,因此可以针对同一个酒店 PerformanceView 返回两个或多个对象。

{
  "results": [
    {
      "metrics": {
        "clicks": "7055"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/1234567890/hotelPerformanceView"
      },
      "segments": {
        "partnerHotelId": "1111"
      }
    },
    {
      "metrics": {
        "clicks": "3047"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/1234567890/hotelPerformanceView"
      },
      "segments": {
        "partnerHotelId": "1112"
      }
    },
    ...
  ]
}

获取广告组指标

以下针对广告组的示例查询在过去 30 天内获得了按日期细分的展示次数和点击次数。

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

查询结果可能类似于以下 JSON 字符串。系统只会针对满足 WHERE 子句条件的指标过滤响应。日期字段由包含 30 天期限的最后一个日期填充。

{
  "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"
      }
    }
  ]
}

获取已启用的广告组广告

以下针对广告组广告的示例查询可获取将投放的广告组。若要投放任何广告组,必须启用其中的广告组广告、广告组和广告系列。

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

查询结果类似于以下 JSON 字符串。

{
  "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"
        }
      }
    }
  ]
}

酒店广告报告的实用数据视图

在之前的酒店广告报告 API 中,您可以检索特定报告,例如效果报告。在 Google Ads API 中,此类数据表示在单独的 *_view 资源中,如 hotel_performance_viewhotel_group_view。本部分介绍了可用于酒店广告报告的 *_view 资源。此外,还提供了查询示例。

请注意,每个 *_view 资源都有特定的资源字段、细分和指标。在构建查询之前,请参阅特定 *_view 资源的文档。

酒店组视图

酒店组视图是一种条件视图,因此可用于检索酒店组特定条件类型的指标。

下面的示例查询中的酒店组视图会获取整个酒店信息组树(包括根节点“所有酒店”)信息组中每个酒店的点击次数。

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

查询结果可能类似于以下 JSON 字符串。由于根节点(“所有酒店”)未定义 case_value,因此第一行显然表示“所有酒店”产品信息组的指标,而第二行表示表示“其他”的子产品信息组的指标。

{
  "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"
      }
    },
  ]
}

酒店广告效果视图

如果您想使用并非来自酒店分组的数据检索酒店的效果指标(即使您有基于酒店 ID 的细分),酒店效果视图会非常有用。

以下酒店效果视图示例查询会获得点击,并按酒店 ID 细分结果。

SELECT
  segments.partner_hotel_id,
  metrics.clicks
FROM hotel_performance_view

查询结果可能类似于以下 JSON 字符串。点击次数按 partner_hotel_id 细分,因此可以针对同一酒店效果视图返回两个或多个对象。

{
  "results": [
    {
      "metrics": {
        "clicks": "7055"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/1234567890/hotelPerformanceView"
      },
      "segments": {
        "partnerHotelId": "1111"
      }
    },
    {
      "metrics": {
        "clicks": "3047"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/1234567890/hotelPerformanceView"
      },
      "segments": {
        "partnerHotelId": "1112"
      }
    },
    ...
  ]
}

广告组受众群体视图

如果您希望检索在广告组一级附加的受众群体的效果指标,则广告组受众群体视图会非常有用。

请注意,这是各类广告系列的一般视图,而不只是酒店广告系列。此视图还提供按 hotel_date_selection_type 细分结果的功能,可用于指定酒店日期是由用户选择,还是由 Google 设置的默认搜索日期。如果您按 hotel_date_selection_type 细分,则仅返回酒店广告系列的结果。

以下查询会为每个 ad_group_criterion.user_list.user_list 返回一行。

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

查询结果类似于以下 JSON 字符串。

{
  "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"
      }
    }
  ]
}

广告系列受众群体视图

如果您希望检索在广告系列一级附加的受众群体的效果指标,则广告系列受众群体视图会非常有用。

请注意,这是各类广告系列的一般视图,而不只是酒店广告系列。此视图还提供按 hotel_date_selection_type 细分结果的功能,可用于指定酒店日期是由用户选择,还是由 Google 设置的默认搜索日期。如果您按 hotel_date_selection_type 细分,则仅返回酒店广告系列的结果。

以下查询会为每个 campaign_criterion.user_list.user_list 返回一行。

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

查询结果类似于以下 JSON 字符串。

{
  "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"
      }
    }
  ]
}

关于酒店广告的实用报告

本部分提供了几种专为酒店广告设计的实用报告。

效果报告

这些查询使用酒店效果视图来获取效果数据。

借助 hotel_performance_view,您可以使用 campaign 资源来细分指标。例如,您可以使用 campaign.id 字段按广告系列获取效果指标。

性能

查询示例:

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 响应示例:

{
  "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"
      }
    }
  ]
}

效果(按点击类型)

查询示例:

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 响应示例:

{
  "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"
      }
    }
  ]
}

条件式费率效果报告

以下查询会获取细分依据的效果指标:

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

如需了解这些类型的说明,请参阅 HotelRateType

一个查询中可以包含多个细分;不过,随着更多细分的增加,返回的行数可能会显著增加。

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

查询结果类似于以下 JSON 字符串。

{
  "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"
      }
    }
  ]
}

价格竞争力报告

您可以深入了解您的价格与同一酒店行程中竞争对手的价格的对比情况。

查询示例:

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 响应示例:

{
  "results": [
    {
      "metrics": {
        "hotelAverageLeadValueMicros": "96416341.829268292",
        "hotelPriceDifferencePercentage": "-0.014627310872986811"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/123456789/hotelPerformanceView"
      },
      "segments": {
        "hotelCenterId": "1234",
        "partnerHotelId": "123",
        "hotelPriceBucket": "LOWEST_TIED"
      }
    }
  ]
}

平均预订价格报告

您可以获取计算酒店平均预订价格(all_conversions_value 除以 conversions)所需的数据。

查询示例:

SELECT
  segments.hotel_center_id,
  segments.partner_hotel_id,
  segments.hotel_price_bucket,
  metrics.all_conversions_value,
  metrics.conversions
FROM hotel_performance_view

JSON 响应示例:

{
  "results": [
    {
      "metrics": {
        "allConversionsValue": "123.5",
        "conversions": "1"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/123456789/hotelPerformanceView"
      },
      "segments": {
        "hotelCenterId": "1234",
        "partnerHotelId": "123",
        "hotelPriceBucket": "LOWEST_TIED"
      }
    }
  ]
}

受众群体报告

受众群体报告会显示针对 Google Ads 受众群体名单的出价调节系数效果。如需查看受众群体报告的示例,请参阅广告组受众群体视图广告系列受众群体视图中的查询示例。

酒店对帐报告

酒店对帐报告包含酒店预订的转化信息,以便与广告客户记录保持一致。您可以通过批量上传上传数据,让 Google 知道哪些预订已取消或已完成。此报告中的主要列如下所示:

界面列 API 列 说明
预订价值 metrics.value_per_conversions_by_conversion_date 代码报告的转化价值
转化日期 segments.date 预订日期
佣金率 metrics.hotel_commission_rate_micros 您为广告展示出价的预订价值所占的百分比
佣金费用

如果为 status == RECONCILEDCANCELED,则此值可以计算为 metrics.hotel_commission_rate_micros * hotel_reconciliation.reconciled_value_micros。在所有其他情况下,此值可以从 metrics.hotel_expected_commission_cost 列获取,或按 metrics.hotel_commission_rate_micros * metrics.value_per_conversions_by_conversion_date 计算

您为房客入住预计需要支付的金额或已支付的金额