How To Run AdWords Reports (The New Way)

Many of you have noticed by now that there have been some changes to the AdWords interface that directly affect reporting. Instead of running reports on the “Reports” tab like any sane person would expect, you now need to run your reports within the campaigns and ad groups themselves. Google has said that they will eventually be moving all reporting off of the Reports tab, so you’ll need to get familiar with the new reporting system. Here’s a step by step guide on how to run a campaign report:

1. Log in to your AdWords account.

2. Go to the “Campaigns” tab on the main menu, and make sure you’re on the “Campaigns” tab in the sub-menu (click to enlarge):

AdWords Reports 1

3. If you only want to look at certain campaigns, you can use the “Filter” option:

AdWords Reports 2

You can choose a lot of different filters here – campaign status, campaign name, metric values, etc. You can even add multiple filters if you need to look at data that meets specific criteria.

4. For more segmentation options, use the “Segment” menu:

Here, you can segment your data by distribution network (Google search, search partners, and display network), user device, or by time segments such as day, week, month, etc.

5. To see additional data points, select the “Columns” option:

AdWords Reports 4

After clicking this button, you’ll get a new menu where you can select which data columns are displayed on your report:

AdWords Reports 5

Select which columns you would like to display by ticking off checkboxes. You can also reorder your columns by dragging and dropping the green rectangles on the right.

6. To change the date range of your report, select a date range from the drop-down box at the top right:

AdWords Reports 6

7. You can choose what is displayed on your line graph by clicking on the graph icon in your menu:

AdWords Reports 7

8. Once you have all of your filters and options in place, you can click the “Download Report” icon to generate and schedule your report:

AdWords Reports 8

This will open up a menu with a few new options:

AdWords Reports 9

Here, you can name your report, select your file format, add segments (if you haven’t already), and adjust your email options. You can select who gets the report via email, and how frequently you would like to run it.

9. If you would like to access an old report that you have run, select the completely counterintuitive link on the left, “Control panel and library”:

AdWords Reports 10

Here, you’ll see a list of old reports you have generated, to a certain limit.

These instructions are specific to a campaign report, but the same basic process is used to generate ad group, keyword, and ad reports. It takes a bit of practice to get used to the new reporting interface, but after you’re used to it you can almost get as much information out of it as in the previous iteration. I still think that this version is inferior to the old way, but maybe Google will continue to add new features to bring it up to speed.

About Shawn Livengood

Shawn Livengood is a search engine marketing professional based in Austin, Texas. He has extensive experience managing pay-per-click ad campaigns for clients in various industries, from small home-based businesses to large international companies. You can connect with Shawn on Google+.
This entry was posted in Google AdWords, PPC Basics and tagged , , , . Bookmark the permalink.

6 Responses to How To Run AdWords Reports (The New Way)

  1. Louise says:

    Thanks for the article Shawn.

    I wonder if you know how to display different conversion types (sales, leads, sign ups) ad columns in a camapign report?

    I’m stuck with this…

    • Hi Louise, and thanks for the comment. It doesn’t look like Google is allowing the different conversion types to display directly within the campaign reporting yet – there seems to be a lag between them taking the reporting features off of the Reporting tab and including it in the new style of campaign reports. However, you can choose to display one-per-click, many-per-click, and view-through conversions by ticking off the check boxes in the “Columns” menu in the campaign reports.

      It also looks like you can still get the custom conversion type data by going to the “Conversions” option under the “Reporting” tab. It’s not as detailed as the campaign reports, but it will do in a pinch.

      For the time being, you’re probably better off setting up some custom conversion goals in Google Analytics and using that for your conversion type reports. I’m starting to miss the old report style already…

  2. Hey Shawn,

    I think the new reporting interface is a step in the right direction, although there’s definitely still a few usability and customisation issues they need to iron out.

    Not sure if it’s just me, but I can’t seem to find an option to add/remove the campaign and ad group columns from keyword and search query reports. Nor is there a way to remove status and daily budget columns from campaign reports. Am I missing something?


    • It’s not just you, Alan…it looks like in the keyword reports, the Keyword, Campaign, Ad Group, Status, Max CPC, and Position Preference columns are all required. You could do what I do and export your report to CSV, then delete the columns in Excel to get rid of some of the noise. Of course, it would be a lot nicer if you could just do this in the Google interface itself.

  3. Louise says:

    Thanks Shawn. That is a shame… It means that putting together reports that break down conversion types at a granular level takes a lifetime. I wouldn’t mine the new system if it had the same functionality as the report centre, but it doesn’t :(

  4. Craig says:

    Hey Shawn and Alan, while there is no way to “remove” the status column in the reports, you can create a filter(s) that shows only the type of data that you would like to look at to help you perform a more focused analysis on different aspects of the campaign.