Google AdWords Releases “Advanced Reporting” in Select Accounts

Well, Google has hinted at updated and better reporting within their AdWords UI in past livestreams, and it looks like some advertisers are lucky enough to get early access! I was just looking at some various accounts today and noticed a “reports” tab in the top navigation in one of the accounts.


If you’ve been running Google AdWords campaigns for several years, you’ll recall that there used to be a “Report” tab that they removed and then had users use the “Dimensions” tab or the actual campaign, ad group, and keyword tabs to create reports.

Anyways, I wanted to give a quick snapshot or glimpse into the new reporting interface and talk quickly about the pros and cons.

First off, simply click the Reports tab above and then click +Report. Then, you will be able to select from 4 different reports: Table, Line Chart, Bar Chart, and Pie Chart. The table is pretty similar to the “Dimensions” tab that we’re all accustomed to. The other three chart options are new and allow you to create charts based on data you select.

Once you’ve selected a chart, you are able to choose the level of detail (i.e. campaign, ad group, etc.) and corresponding performance metrics, targeting, conversions, competitive metrics, and attribution/search funnels information in the left navigation.


In the top navigation, you can filter for various campaigns, ad groups, match types, etc. Also in the top navigation is an “undo” and “redo” function, the ability to switch between chart types, save the charts as .pdf or .png, email to specific users, schedule reports, change the date range, show data by day, week, month, quarter, year, and download the charts.


I’ve created four simple charts to show you potential ways to slice and dice data within the new advanced reporting below:


  • The new AdWords advanced reporting allows you to create visuals and graphs within AdWords UI.
  • Graphs are interactive and easy to put together. Simply, drag and drop the metrics you want.
  • Filtering specific campaigns or targeting types allows you to hone in on specific information you want to analyze and exclude those that do not matter to you.
  • The date range is rolling, meaning it will automatically update based on the day you are looking at the report and dependent on if you choose a rolling date range. Obviously choosing a fixed date range would only pull data for that time.
  • The scheduling feature allows you to automate reporting for you superiors and/or clients.


  • The new reporting is a bit slow in terms of how long it takes to load the various data and attributes you select.
  • It only allows you to have one report at a time; many of the reports we like to present to clients have multiple visualizations on one document.
  • The number of chart types is a bit limiting. Ideally there should be more options in the type of charts you can create.
  • The scheduling/email part only allows you to email these charts to users that have access to the account. If you want to email it to a client or stakeholder that does not have access, you will need to forward it on to them.
  • Reports are only available at the account level. Therefore, if you are working within an MCC and you want to have the same reports across multiple accounts, you will need to create them individually.

Although I haven’t had much time to mess around with this new feature, early on I would definitely say it is a huge improvement over the past reporting limitations. There is definitely room for improvements, but I am hoping this will come as they receive feedback from around the industry. Definitely check it out and let me know your thoughts or perhaps your favorite charts you are able to create within the new advanced reporting. For those of you that do not have access to this tool yet, hang tight. I only noticed it in one account so far.

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