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):
3. If you only want to look at certain campaigns, you can use the “Filter” option:
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:
After clicking this button, you’ll get a new menu where you can select which data columns are displayed on your report:
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:
7. You can choose what is displayed on your line graph by clicking on the graph icon in your menu:
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:
This will open up a menu with a few new options:
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”:
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.