This page lists and describes the fields in available reports. For general information about performance reports, see the AdWords Help Center.

For specific general information about reports, visit Reporting basics and Reporting concepts guides

Available Reports

1. Account Performance
2. Account Reach Frequency
3. Ad Performance
4. Ad Extensions Performance
5. Ad Group Performance
6. Ad Group Reach Frequency
7. Age Range Performance ^v201309
8. Audience Performance
9. Automatic Placements Performance
10. Budget Performance
11. Call Metrics Call Details
12. Campaign Performance
13. Campaign Ad Schedule Target
14. Campaign Location Target
15. Campaign Negative Keywords Performance
16. Campaign Negative Locations
17. Campaign Negative Placements Performance
18. Campaign Platform Target
19. Campaign Reach Frequency
20. Campaign Shared Set
21. Click Performance
22. Creative Conversion
23. Criteria
24. Destination URL
25. Display Keyword Performance
26. Display Topics Performance
27. Gender Performance ^v201309
28. Geo Performance
29. Keywordless Category
30. Keywordless Query
31. Keywords Performance
32. Managed Placements Performance
33. Placeholder Feed Item
34. Placement Performance
35. Search Query Performance
36. Shared Set Criteria
37. Shared Set
38. URL Performance

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Name

The field name to be used in a <fields> element when requesting reports.

Display Name

The human-readable name of this field, returned in a CSV header row.

XML Attribute

The XML attribute in the generated report that corresponds to this field (only applicable if a report definition's download format is XML).

Type

The data type of this field in the generated report.

Behavior

The behavior of this field in the generated report. The three possible values are:

• Attribute: The field contains settings or other fixed data. The values returned will always reflect the current state of the account, ignoring the timespan of the report. The field is compatible with zero-impression reports.
• Metric: The field contains numerical performance data. The values returned reflect the performance over the timespan of the report.
• Segment: The field contains dimension data that is used to group metrics. Including the field in a report may split a single row into multiple rows. The values returned and number of segmented rows reflect the performance over the timespan of the report. The field is likely incompatible with zero-impression reports, see the Notes column for more information.

Notes

Additional information about the field, including formats, enum values, and special behaviors. This column will also indicate when the report data will differ from the specified Data Type.

Account Performance Report

The Account Performance report includes all statistics aggregated by default at the account level, one row per account. If other segment fields are used, you may get more than one row per account. See segmentation for more information. This report does not support zero impression rows.

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Account Reach Frequency Report

The Account Reach Frequency report includes all stats aggregated at the account level, one row per account. This report can also be segmented by date and frequency using ReachFrequencyDate and ReachFrequency respectively. See segmentation for more information. This report does not support zero impression rows. Visit this help center page to learn more about measuring reach and frequency.

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Ad Performance Report

The Ad Performance report includes all statistics aggregated at the ad level, one row per ad. If other segment fields are used, you may get more than one row per ad. See segmentation for more information. This is a single attribution report when KeywordId is requested. The KeywordId field will return any criteria that triggered the ad, not just keywords.

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Ad Extensions Performance Report

The Ad Extensions Performance report includes all statistics aggregated at the ad extension level, one row per ad extension, and it is filtered in the UI by the type of extension. This report will only return legacy campaign extensions. For upgraded extensions, use the Placeholder Feed Item report - they will not be reflected in this report. If other segment fields are used, you may get more than one row per ad extension. See segmentation for more information.

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Ad Group Performance Report

The Ad Group Performance report includes all statistics aggregated by default at the ad group level, one row per ad group. If other segment fields are used, you may get more than one row per ad group. See segmentation for more information.

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Ad Group Reach Frequency Report

The Ad Group Reach Frequency report includes all stats aggregated at the ad group level, one row per ad group. This report can also be segmented by date and frequency using ReachFrequencyDate and ReachFrequency respectively. See segmentation for more information. This report does not support zero impression rows. Visit this help center page to learn more about measuring reach and frequency.

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Age Range Performance Report

The Age Range Performance report includes all display network statistics aggregated by age range. It also includes automatic audience performance. If other segment fields are used, you may get more than one row per age range. See segmentation for more information. This is a multiple attribution report.

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Audience Performance Report

The Audience Performance report includes all display network statistics aggregated at the audience (i.e. Interests and Remarketing) level, one row per audience. If other segment fields are used, you may get more than one row per topic. See segmentation for more information. This is a multiple attribution report.

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Automatic Placements Performance Report

The Automatic Placements Performance report includes all statistics aggregated at the placement level, one row per placement. If other segment fields are used, you may get more than one row per placement. See segmentation for more information. This is a single attribution report.

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Budget Performance Report

The Budget Performance report includes all statistics aggregated by default at the budget level, one row per budget. If other segment fields are used, you may get more than one row per budget. See segmentation for more information.

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Call Metrics Call Details Report

The Call Metrics Call Details report includes call details for your call extension including call duration and the caller's area code.

Note: This is a beta feature.

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Campaign Performance Report

The Campaigns Performance report includes all statistics aggregated by default at the campaign level, one row per campaign. If other segment fields are used, you may get more than one row per campaign. See segmentation for more information.

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Campaign Ad Schedule Target Report

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Campaign Location Target Report

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Campaign Negative Keywords Performance Report

Although negative keywords do not hold statistics, a report called Campaign Negative Keywords Performance report is available in the API to retrieve a structured report.

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Campaign Negative Locations Report

Although negative locations do not hold statistics, a report called Campaign Negative Locations is available in the API to retrieve a structured report.

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Campaign Negative Placements Performance Report

Although negative placements do not hold statistics, a report called Campaign Negative Placements Performance report is available in the API to retrieve this structured report.

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Campaign Platform Target Report

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Campaign Reach Frequency Report

The Campaign Reach Frequency report includes all stats aggregated at the ad group level, one row per campaign. This report can also be segmented by date and frequency using ReachFrequencyDate and ReachFrequency respectively. See segmentation for more information. This report does not support zero impression rows. Visit this help center page to learn more about measuring reach and frequency.

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Campaign Shared Set Report

The Campaign Shared Set report include all relations between SharedSet and campaigns.

Note: This is a beta feature.

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Click Performance Report

The Click Performance report includes stats aggregated at each click level. The KeywordId field will return any criteria that triggered the click, not just keywords. This report can be run on a single day.

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Creative Conversion Report

Free clicks are interactions that take place before a clickthrough for video ads, display ads, product extensions and location extensions, interactions like a "Video play" or a "Get directions". Visit this help page to learn more about free clicks.

This report is called "Free clicks" in the AdWords web interface.

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Criteria Performance Report

The Criteria Performance report includes statistics aggregated at the ad group criteria level, one row per ad group and criteria combination. If other segment fields are used, you may get more than one row per criteria. See segmentation for more information. This is a single attribution report. The KeywordId field will return any criteria that triggered the ad, not just keywords with the exception of keyword ID 3000000.

Note : The Display Network tab in the AdWords reports in the User Interface (UI) is multiple attribution. There might be a different number from this report due to how the impressions are counted between single vs multiple attribution.

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Destination URL Report

The Destination URL report includes all statistics aggregated at the destination URL level, one row per destination URL (specified on the keyword or the ad). If other segment fields are used, you may get more than one row per placement. See segmentation for more information.

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Display Keyword Performance Report

The Display Keyword Performance report includes all display network statistics aggregated at the keyword level, one row per keyword. If other segment fields are used, you may get more than one row per keyword. See segmentation for more information. This is a multiple attribution report.

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Display Topics Performance Report

The Display Topics Performance report includes all display network statistics aggregated at the topic level, one row per topic. If other segment fields are used, you may get more than one row per topic. See segmentation for more information. This is a multiple attribution report.

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Gender Performance Report

The Gender Performance report includes all statistics aggregated by gender. It also includes automatic audience performance. If other segment fields are used, you may get more than one row per gender. See segmentation for more information. This is a multi attribution report.

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Geo Performance Report

The Geo Performance report includes all statistics aggregated at the country/territory level, one row per country/territory. If other segment fields are used, you may get more than one row per placement. See segmentation for more information. This is a single attribution report.

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Keywordless Category Report

The Keywordless Category Performance report includes keywordless ads (dynamic search ads) statistics aggregated by category. This report does not return zero impression rows.

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Keywordless Query Report

The Keywordless Query Performance report includes keywordless ads (dynamic search ads) statistics based on search terms. This report does not return zero impression rows.

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Keywords Performance Report

The Keywords Performance report includes all statistics aggregated at the keyword level, one row per keyword. If other segment fields are used, you may get more than one row per keyword. See segmentation for more information. This is a single attribution report. If a keyword triggers an ad on Display Network, the ID is represented as ID 3000000.

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Managed Placements Performance Report

Note: This report is deprecated.

Placeholder Feed Item Report

The Placeholder Feed Item report includes all statistics at the feed-item level (e.g., a single sitelink). If other segment fields are used, you may get more than one row per feed item. See segmentation for more information.

The stats in the row for sitelink X show all clicks and costs when X was shown. This includes headline clicks on X, as well as clicks on other sitelinks and other ad extensions (e.g., a call extension) when X was also shown. Also included are the costs accrued by all clicks.

To see the clicks/costs/etc. for just sitelink X, use segment "IsSelfAction", and look at the "This extension" rows. To see a breakdown by type of click (e.g., headline vs. sitelink), use segment "ClickType".

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Placement Performance Report

The Placements Performance report includes all statistics aggregated at the placement level, one row per placement. If other segment fields are used, you may get more than one row per placement. See segmentation for more information. This is a multiple attribution report.

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Search Query Performance Report

The Search Terms report includes all statistics aggregated at the search terms level, one row per combination of search terms. If other segment fields are used, you may get more than one row per per combination of search terms. See segmentation for more information.

Note: If the string for this attribute is longer than 128 char bytes, the returned result will NOT be a single aggregated row.

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Shared Set Criteria Report

The Shared Set Criteria report include criteria for each SharedSet.

Note: This is a beta feature.

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Shared Set Report

The Shared Set report include all SharedSet that can be sharable across campaigns.

Note: This is a beta feature.

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URL Performance Report

The URL Performance report includes all statistics aggregated at the URL level, one row per URL where your ads have been displayed. This is similar to the placements performance report, except that this breaks it down by URLs your ads have been displayed at rather than the manual placements or automatic placements (criteria). If other segment fields are used, you may get more than one row per URL. See segmentation for more information. This is a single attribution report.

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Last updated October 4, 2013.