# Incremental Reports

The new Search Ads 360 Reporting API is now available. The new API provides enhanced flexibility to build custom reports and integrate the data into your reporting applications and processes. Learn more about migrating to and using the [new Search Ads 360 Reporting
API](https://developers.google.com/search-ads/reporting/overview). Instead of receiving a dump of all data every time you request a report, you can
periodically request only the data that has changed since your last report. These
incremental reports will likely be significantly smaller than a full report.

If you request incremental reports, you should be aware of the following:

- It's still a good idea to request a full report every once in a while, just in case some incremental changes are lost. For example, if you request weekly incremental reports during January, at the end of February you should request a full report for January to make sure you get all of the January data.
- Since it isn't always possible to determine if some entities have changed, an incremental report will contain an entity if Search Ads 360 even *suspects* that the entity has changed. This means that incremental reports might contain data that hasn't changed.


To request an incremental report, specify one of the following ` https://developers.google.com/search-ads/v2/reference/reports#request.timeRange
` properties:

`changedMetricsSinceTimestamp=timestamp`

:   Requests metrics that have changed since the specified timestamp. Because metrics are
    stored at a daily granularity and might change for one day but not another, such
    requests must be segmented by day (the `date` column must be present). For
    example, a `keyword` report with the columns
    `clicks`, `actions`, and `date`, would
    return a row for each keyword and date in which the recorded number of
    clicks or actions has changed since the given timestamp.


    The timestamp must be no earlier than 8 days before the time of request. To capture
    all of the changing metrics, be sure to make a `changedMetricsSinceTimestamp`
    request at least once every 7 days, and make a full report for each date
    once the metrics have settled (it is safer to wait at least 7 days). An
    example pattern is to create two reports every day: an incremental
    report for metrics that have changed in the last 36 hours, and a full
    report for metrics that occurred 8 days ago.

`changedAttributesSinceTimestamp=timestamp`

:   Requests attributes that have changed since the given timestamp. A
    `changedAttributesSinceTimestamp` request can only include
    attribute columns (no metric or segment columns), and does not work for
    raw event reports such as
    [`conversion`](https://developers.google.com/search-ads/v2/report-types/conversion) reports. For example, a
    `campaign` report with the columns `dailyBudget`
    and `campaignStartDate` would return a row for each campaign
    whose daily budget or start date has changed since the given timestamp.


    Note that changes to parent attributes are not captured in `changedAttributesSinceTimestamp` reports. For example a keyword may inherit its bid strategy from the parent ad group. Even if the ad group is assigned a new bid strategy, this keyword might not appear in the report. Attribute columns whose value depends on parent entities (and therefore could change without getting picked up by `changedAttributesSinceTimestamp` reports) usually have the prefix "effective", such as `effectiveLabelIds` or `effectiveBidStartegy`.

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