Required Minimum Functionality

v. 2019‑05‑31

Required Minimum Functionality (RMF) refers to the features and other functionality that certain tool developers must offer when using the Google Ads 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 Google Ads 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 Google Ads 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 Google Ads API Compliance team. The Google Ads 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 developer tokens with Standard access.

Requirements for AdWords API Clients

All tools that use the AdWords API must be compliant with RMF requirements as detailed in this document. As these tools migrate their functionalities off of the AdWords API and onto the Google Ads API, they can achieve RMF compliance by using either the AdWords API, Google Ads API or a combination of the two.

Requirements for Shopping-only, App Promotion-only and Hotel-only API Tools

If your tool is only designed to create and manage one of the following campaign types, then you are only required to implement the Google Ads API creation and management features and reports in the RMF that work with that campaign type.

Standard Shopping campaigns
Smart Shopping campaigns
Mobile App Promotion campaign
Hotel campaigns (available only in Google Ads API)

For an updated list of these features please contact the Google Ads API Compliance team at https://services.google.com/fb/forms/apicontact/.

Requirements for Reporting-only Google Ads API Clients

In order to be compliant with RMF requirements, a Reporting-only Google Ads API Client must show Reporting Functionality for each of the levels of the Google Ads hierarchy displayed in its reporting interface. A level of the Google Ads hierarchy means one of Account, Campaign, Ad Group, Ad or Keyword. For example, if a Reporting-only Google Ads 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 Google Ads API Client may choose not to show specific levels of the Google Ads hierarchy in its reporting interface. For example, if a Reporting-only Google Ads 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 Google Ads 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, Google Ads 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 Google Ads API Client. Google Ads 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 Google Ads 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.

Requirements for API Clients Providing Planning Services

If a Google Ads API Client provides any functionality related to KeywordPlanIdeaService or KeywordPlanService, it must fully implement the required Creation Functionality, Management Functionality and Reporting Functionality marked "Required" in the table below.

Requirements for API Clients Providing Recommendation Service

If a Google Ads API Client provides any functionality related to RecommendationService, it must satisfy the following requirements:

It must fully implement the required Creation Functionality, Management Functionality and Reporting Functionality marked "Required" in the table below.
All Google Ads Recommendations shown to end users must be presented as "Google Ads Recommendations" in the API tool's UI.
End users must be able to view, apply, and dismiss all Google Ads Recommendations that are surfaced by the Google Ads API Client.

Requirements for Bid Adjustments

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

End users must be allowed to input the entire range of allowable values.
End users must be able to review and edit the bid adjustments before it is set by the Google Ads API Client.
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 Google Ads API Client a feature similar to any feature not required by Google, you must then also implement the similar Google feature in your Google Ads API Client. For example, if you implement your own version of "Keyword Ideas" in your Google Ads API Client, then you must also implement Google's "Keyword Ideas" functionality in your Google Ads 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 Google Ads 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.

RMF Compliance Across Ads APIs

API tools must maintain RMF compliance at all times as detailed in this guide. An API tool can achieve compliance using the AdWords API, Google Ads API or a combination of the two.

Feature List

Item Number	Functionality	Object/Field/Guide	Requirement
Creation Functionality
C.10	Create campaign	`campaign`	Required
C.14	Set mobile platform bid adjustment	`campaign_criterion.bid_modifier ad_group_bid_modifier.bid_modifier`	Required
C.15	Set tablet and desktop platform bid adjustments	`campaign_criterion.bid_modifier`	Required. This needs to be supported at both campaign and ad group levels.
C.20	Enable geo targeting	Location Targeting	Required
C.21	Enable distance targeting	Location Targeting `location_group`	Required. This needs to support targeting a radius around a location and a location extension.
C.25	Set geo bid adjustment	`campaign_criterion.bid_modifier`	Required
C.30	Enable language targeting	`campaign_criterion.language language_constant`	Required
C.41	Set Expanded Dynamic Search Ads	`ad_group_ad.ad .expanded_dynamic_search_ad`	Required.
C.42	Set campaign DSA settings	`campaign.dynamic_search_ad_setting`	Required.
C.50	Opt in/out of networks	`campaign.network_settings .target_google_search campaign.network_settings .target_search_network campaign.network_settings .target_content_network campaign.network_settings .target_partner_search_network`	Required
C.65	Create website / call conversion and generate code snippet	Conversion Tracking	Required. This needs to support generating a global site tag and an event snippet.
C.70	Location extensions	Location feed placeholder Feed Services Extension Setting Services (Guide coming soon)	Required. This needs to be supported at the account level.
C.72	App extensions	App feed placeholder Extension Setting Services Feed Services (Guide coming soon)	Required. This needs to be supported at the account level.
C.75	Callout extensions	Callout feed placeholder Extension Setting Services Feed Services (Guide coming soon)	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 (Guide coming soon)	Required. This needs to be supported at the account, campaign, and ad group levels.
C.90	Set bidding option: Manual CPC	`campaign.manual_cpc`	Required. This needs to be supported at the campaign level.
C.95	Set bidding option: Enhanced CPC	`bidding_strategy.enhanced_cpc`	Required. This needs to be supported at the campaign level.
C.96	Set bidding option: Target CPA (Portfolio and Standard)	`campaign.target_cpa` (Standard) `(Portfolio)`	Required. Both the Portfolio and Standard strategies need to be supported at the campaign level.
C.97	Set bidding option: Target ROAS (Portfolio and Standard)	`campaign.target_roas` (Standard) `bidding_strategy.target_roas` (Portfolio)	Required. Both the Portfolio and Standard strategies need to be supported at the campaign level.
C.98	Set bidding option: Maximize Conversions (Standard)	`campaign.maximize_conversions` (Standard)	Required. Due: 2020-05-31.
C.101	Set bidding option: Maximize clicks (Portfolio)	`bidding_strategy.target_spend`	Required. This needs to be supported at the campaign level.
C.120	Set budget	`campaign_budget`	Required
C.140	Set delivery method	`campaign_budgets.delivery_method`	Required
C.190	Create ad group	`ad_group`	Required
C.191	Set ad group max CPC bid	`ad_group.cpc_bid_micros`	Required for Manual CPC and Enhanced CPC bidding options.
C.192	Set ad group max CPA	`ad_group.cpa_bid_micros`	Required for Target CPA (Portfolio and Standard) bidding option.
C.193	Set ad group target ROAS	`ad_group.target_roas`	Required for standard Target ROAS bidding option.
C.200	Add expanded text ad	`ad_group_ad.ad.expanded_text_ad`	Required
C.260	Add keyword	`ad_group_criterion.keyword`	Required
C.270	Add ad group negative keywords	`ad_group_criterion.negative`	Required
C.290	Set keyword max CPC	`ad_group_criterion.cpc_bid_micros`	Required
C.300	Set keyword match type	`ad_group_criterion.keyword .match_type`	Required
C.311	Set keyword final URL	`ad_group_criterion.final_urls`	Required
C.320	Account-level tracking template	`customer.tracking_url_template`	Required
C.321	Campaign-level tracking template	`campaign.tracking_url_template`	Required
C.325	Campaign-level custom parameters	`campaign.url_custom_parameters`	Required
C.326	Ad group-level custom parameters	`ad_group.url_custom_parameters`	Required
C.328	Account-level final URL suffix	`customer.final_url_suffix`	Required
C.329	Campaign-level final URL suffix	`campaign.final_url_suffix`	Required
C.500	Create shopping campaign	Shopping Campaigns	Required
C.505	Set merchant identifier	`campaign.shopping_setting .merchant_id`	Required
C.506	Set sales country	`campaign.shopping_setting .sales_country`	Required
C.510	Set inventory filter	`campaign_criterion.listing_scope`	Required
C.520	Create product ad	`ad_group_ad.ad.shopping_product_ad`	Required
C.525	Add first (root) product partition	`ad_group_criterion.listing_group`	Required
C.530	Local inventory ads	`campaign.shopping_setting .enable_local ad_group_criterion.listing_group .case_value.product_channel ad_group_criterion.listing_group .case_value.product_channel_exclusivity`	Required
C.610	Call-only ads	`ad_group_ad.ad.call_only_ad`	Required
C.700	Create ad group/campaign criterion that targets/excludes user list	`ad_group_criterion.user_list campaign_criterion.user_list`	Required
C.710	Set userlist targeting bid adjustment for search network campaigns and ad groups	`campaign_criterion.bid_modifier ad_group_bid_modifier.bid_modifier`	Required
Management Functionality
M.10	Edit campaign settings	`campaign.*setting`	Required
M.15	Edit mobile, tablet, and desktop platform bid adjustments	`campaign_criterion.bid_modifier ad_group_bid_modifier.bid_modifier`	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)	`ad_group.*_setting`	Required
M.25	Edit geo bid adjustment	`campaign_criterion.bid_modifier`	Required
M.35	Enable ad rotation	`ad_group.ad_rotation_mode`	Required. This needs to be supported at the ad group level.
M.40	Edit keyword max CPC	`ad_group_criterion.cpc_bid_micros`	Required
M.96	Set bidding option: Target CPA (Portfolio and Standard)	`campaign.target_cpa` (Standard) `bidding_strategy.target_cpa` (Portfolio)	Required. Both the Portfolio and Standard strategies need to be supported at the campaign level.
M.97	Set bidding option: Target ROAS (Portfolio and Standard)	`campaign.target_roas` (Standard) `bidding_strategy.target_roas` (Portfolio)	Required. Both the Portfolio and Standard strategies need to be supported at the campaign level.
M.98	Set bidding option: Maximize Conversions (Standard)	`campaign.maximize_conversions` (Standard)	Required. Due: 2020-05-31.
M.100	Edit expanded text ad	`ad_group_ad.ad.expanded_text_ad`	Required
M.101	Edit bidding option: Maximize clicks (Standard)	`campaign.target_spend bidding_strategy.target_spend`	Required. This needs to be supported at the campaign level.
M.110	Pause / enable / remove campaign	`campaign.status`	Required
M.120	Pause / enable / remove ad group	`ad_group.status`	Required
M.130	Pause / enable / remove ad	`ad_group_ad.status`	Required
M.140	Pause / enable / remove keyword	`ad_group_criterion.status`	Required
M.150	Edit inventory filter	`campaign_criterion.listing_scope`	Required
M.160	Subdivide (add product partition)	`ad_group_criterion.listing_group`	Required
M.170	Remove product partition	`ad_group_criterion.listing_group`	Required
M.180	Edit product partition max CPC	`ad_group_criterion.cpc_bid_micros`	Required
M.190	Exclude product partition (delegate)	`ad_group_criterion.negative`	Required
M.320	Manage all tracking templates in creation functionality	`customer.tracking_url_template campaign.tracking_url_template`	Required
M.325	Manage all custom parameters in creation functionality	`campaign.url_custom_parameters ad_group.url_custom_parameters`	Required
M.328	Manage all final URL suffixes in creation functionality	`customer.final_url_suffix campaign.final_url_suffix`	Required
M.700	Edit ad group/campaign criterion that targets/excludes user list	`ad_group_criterion.user_list campaign_criterion.user_list` (user list itself is immutable for criteria, but other fields like status of user list criteria can be edited)	Required
M.710	Edit userlist targeting bid adjustment for search network campaigns and ad groups	`campaign_criterion.bid_modifier ad_group_bid_modifier.bid_modifier`	Required
Reporting Functionality
R.10	Customer	`metrics.clicks` `metrics.cost_micros` `metrics.impressions` `metrics.conversions` `metrics.all_conversions`	Required
R.20	Campaign	`metrics.clicks` `metrics.cost_micros` `metrics.impressions` `metrics.conversions` `metrics.all_conversions` `segments.ad_network_type` `segments.device`	Required
R.20	Campaign	`campaign.status`	Required if showing paused, active, and removed campaigns. Optional if only showing active campaigns.
R.30	Ad Group	`metrics.clicks` `metrics.cost_micros` `metrics.impressions` `metrics.conversions` `metrics.all_conversions` `segments.ad_network_type` `segments.device`	Required
R.30	Ad Group	`ad_group.status`	Required if showing paused, active, and removed ad groups. Optional if only showing active ad groups.
R.40	Ad Group Ad	`metrics.clicks` `metrics.cost_micros` `metrics.impressions` `metrics.conversions`	Required
R.40	Ad Group Ad	`ad_group_ad.status`	Required if showing paused, active, and removed ads. Optional if only showing active ads.
R.50	Keyword View	`metrics.clicks` `metrics.cost_micros` `metrics.impressions` `metrics.conversions` `ad_group_criterion .position_estimates .first_page_cpc_micros` `ad_group_criterion .position_estimates .first_position_cpc_micros`	Required
R.50	Keyword View	`ad_group_criterion.status`	Required if showing paused, active, and removed keywords. Optional if only showing active keywords.
R.70	Search Term View	`search_term_view.search_term` `segments.search_term_match_type` `metrics.clicks` `metrics.cost_micros` `metrics.impressions`	Required
R.80	Geographic View	`geographic_view .country_geo_target_constant` `segments.geo_target_region` `segments.geo_target_metro` `segments.geo_target_city` `campaign` `metrics.clicks` `metrics.cost_micros` `metrics.impressions`	Required
R.100	Dynamic Search Ads Search Term View	`metrics.clicks` `metrics.cost_micros` `metrics.impressions` `metrics.conversions` `dynamic_search_ads_search_term_view .search_term` `dynamic_search_ads_search_term_view`	Required
R.110	Shopping Performance View	`metrics.clicks` `metrics.impressions` `metrics.cost_micros` `metrics.conversions` `segments .product_bidding_category_level1` `segments .product_bidding_category_level2` `segments .product_bidding_category_level3` `segments .product_bidding_category_level4` `segments .product_bidding_category_level5` `segments.product_type_l1` `segments.product_type_l2` `segments.product_type_l3` `segments.product_type_l4` `segments.product_type_l5`	Required
R.120	Product Group View	`metrics.clicks` `metrics.cost_micros` `metrics.impressions` `metrics.conversions`	Required
R.130	Bidding Strategy	`bidding_strategy.type` `metrics.clicks` `metrics.cost_micros` `metrics.cost_per_conversion` `metrics.impressions` `metrics.average_cpc` `metrics.conversions`	Required
R.130	Bidding Strategy	`bidding_strategy.status`	Required if showing paused, active, and removed strategies. Optional if only showing active strategies.
R.150	Campaign Audience View Ad Group Audience View	`metrics.clicks` `metrics.cost_micros` `metrics.impressions` `metrics.conversions`	Required