In Search Ads 360, reports and dashboards are essential for measuring results and optimizing performance. Understanding the nuances of these tools is critical for effective campaign management. Given that Search Ads 360 specializes in large-scale management and automation, it requires intricate and comprehensive reporting. Reporting structures in Search Ads 360 include the following.
Event-level reports
Event-level reports / metrics can be divided into 2 parts: conversion event and visit event. These are integrated into the new SA360 Report Editor and work with all existing filters.
Key aspects of event-level reports:
- Customization and automation: Users can schedule automatic downloads of customized reports and refine data by modifying columns to optimize file sizes.
- Features: You can also make use of features like save, dashboard, and preview reports.
- Report types: Conversion and visit events can be viewed, edited, and shared. Video viewability reports are available for Google Ads users with Video campaigns.
- Data scope: Conversion or Visit reports include only directly measured conversions, excluding scaled conversions.
Custom dimensions
Custom dimensions add extra information to your campaigns, ad groups, product groups, keywords, or ads. Each custom dimension establishes a new data table linked to campaigns, ad groups, and other elements. Each row contains a primary dimension value and can also include secondary dimension values.
You can use Custom dimensions when you:
- Automate optimization (such as keyword optimization)
- Create conditions for automated rules
- Generate ads with ad-group-based responsive-search-ad templates
- Examine reporting data
Custom columns
Custom columns allow you to define and view specific parts of your data in Search Ads 360. This means that instead of having one column for all clickthrough rates (CTRs), you can make separate columns for "desktop CTRs" and "mobile CTRs". All custom columns can be found in the "Shared library" under "Custom columns".
Custom columns are convenient if you want to combine columns together or want to view only part of your data for a metric. This allows you to create custom metrics from existing metrics and spend less time preparing reports outside of Search Ads 360.
Web query
Web query allows you automatically download Search Ads 360 data into Excel, eliminating manual downloads. You can customize the scope, type, and range of data that appears in the report. A URL will be generated that Excel can use to automatically download and refresh the report data, rather than downloading a file.
Search Ads 360 web queries:
- Reduce the time you spend generating reports.
- Enable you to create common report templates in Excel and populate them with the latest Search Ads 360 data.
Email attachments
Search Ads 360 allows you to have reports emailed to specific addresses instead of downloading them directly.
- Email Delivery: If you choose to receive a large Excel report (100,000 or more rows), it will be sent using a download link through email.
- Manager-Level Control: Manager-level users can set email preferences for reporting at both the manager and sub-manager levels, as well as add or remove users as email recipients.
- User-Level Configuration: Users can add individual email recipients from any account between their login and the report's owner account, and they can also view or remove any previously added email recipients.
Saved views
A view is a collection of columns that appear in a reporting table. Users can create and save custom views so they can easily return to them later. Anyone with access to an account can also access, use, and change the custom saved views created in that account. Saved views retain customizations made to a reporting table, including added or removed columns, applied filters and segments, and column order. However, a report's time range, adjustments to the chart, and scorecard are not saved.
Custom attributes manager
You can manage your Search Ads 360 custom attributes, with a place for centralized management of your custom columns and labels. Shared library provides you with the tools to create, view, search, order and bulk edit your custom attributes.
- Custom column manager: The Custom columns page in Search Ads 360 contains a table that displays all custom columns. The table includes details for each column, including name, column ID, description, last modified date and time, child IDs, and all IDs associated with your column.
- Labels manager: The Labels page in Search Ads 360 contains a table that displays all your labels, along with their colors and metrics such as the number of associated campaigns, ad groups, and ads. The table also shows the description of the label and the associated customer.