Search Ads 360 account hierarchy and resource ownership

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There are three types of accounts in the new Search Ads 360 hierarchy:

  • Manager Account - previously called an "agency account." This is the top level of the Search Ads 360 account hierarchy and is used for administration and reporting across the lower-level sub-manager and client accounts.

  • Sub-manager accounts - previously called "advertiser accounts." Sub-manager accounts act as single points of administration and reporting across the client accounts that they manage.

  • Client accounts - previously called "engine accounts." A client account contains the campaigns, ad groups, and other items.

Learn more about the Search Ads 360 account hierarchy.

Each Search Ads 360 resource is owned at either the manager, sub-manager or client account level.

To query a resource you must be authenticated at the owner account level or higher. Once you are authenticated at the appropriate owner account level, you must include in your query the specific ID of the account that owns the requested data.

For example, the CustomColumn resource is owned at the manager or sub-manager account level, while the Campaign resource is owned at the client account level. This means that to query CustomColumn you must be authenticated at the manager or sub-manager account level. You must also specify in your query the ID of the manager or sub-manager account that owns the requested CustomColumn. To query Campaign data you may be authenticated at either the manager or sub-manager account level. In addition, you must specify in your query the ID of the client account that owns the requested Campaign data.

Understanding the account hierarchy

To build reports using the Search Ads 360 Reporting API you must first understand the account hierarchy by identifying the parent-child relationships between the manager, sub-manager, and client accounts that you are querying.

Identify children under a manager or sub-manager account

To see the structure of the child accounts under a manager or sub-manager account, build a Search Ads 360 Query Language statement to query all direct child accounts from the CustomerClient resource. Then iteratively query the CustomerClient resource for each direct child account to return the child accounts that are linked indirectly to the manager or sub-manager account.

Identifying the manager (parent) of an account

To identify the parent of a customer account, query the CustomerManagerLink resource.

Building reports with data from multiple account levels

In some cases you will need to use data from multiple account levels to build a report. For example you may get most of your data from the Campaign resource at the client account level, but also require supporting data from the CustomColumn resource at the sub-manager account level.

Resources owned at sub-manager and client account levels

Some resources, such as Customer and BiddingStrategy, are owned at both the sub-manager and client account levels. In these instances, the client accounts typically have access to different subsets of resource data.

Resource Ownership

The following table shows the account-level ownership for each Search Ads 360 resource.

Search Ads 360 Resource Account Level Ownership
Customer Manager, Sub-manager and Client
AdGroup Client
AdGroupAd Client
AdGroupCriterion Client
BiddingStrategy Sub-manager and Client
Campaign Client
CampaignCriterion Client
ExtensionFeedItem Client
ConversionAction Sub-manager (excluding metrics) and Client
CustomerManagerLink Sub-manager and Client
CustomColumn Manager and Sub-manager