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[Above all tabs]

Name

A unique name for the view. You can’t edit the name of a default view.

Tip: Use a name that helps you identify the tab and the information to which it applies (such as “Paused Campaigns” or “Top 50 Ads”).

Universal View

Makes the data settings available across all entity views (for Campaigns, Ads, and so on). Universal views can include metric and label classification columns — but not property columns (such as entity name and status) because they differ by entity type — as well as all other view attributes. Any filter criteria are applied to the entity view when applicable and are ignored otherwise. All metric filters are evaluated locally (for example, for clicks > 1000, the Campaigns views show campaigns with more than 1000 clicks, and the Ad Groups view shows ad groups with more than 1000 clicks).

The property columns for a universal view are pulled from the entity’s default view. You can change the default property columns for a specific entity in the default view settings.

Once you enable or disable this option, you can’t save the change to the existing view but can create a new view with the change.

Share

(Custom views only; optional) Makes the view available to all other users who can view the advertiser’s data. Other users can’t edit or delete the view, but they can create a new view from the settings.In your view lists, each view that another person is sharing is italicized, such as “Top-performing Campaigns.”

Columns

Selected Columns & Ordering

The columns of data that are displayed, and their order:

• (To add a column) In the Available Columns list, click a column name, and then either drag it into the Selected Columns & Ordering list or click to move it there.
• (To change the horizontal position of a column) In the Selected Columns & Ordering list, click the column name, and then either drag it to the desired position or click or to move it there. The top column name appears in the left column.
• (To remove a column) In the Selected Columns & Ordering list, click a column name, and then either drag it into the Available Columns list or click to move it there.

Filter data

To list only a specific type of data, click any of the icons beside the list:

• for property names and IDs for search components, such as Status
• for standard traffic metrics, such as impressions and clicks
• (for conversion metrics tracked for the advertiser, including conversion and site engagement metrics synced from Analytics)
• (for custom derived metrics created by the advertiser)
• (for label classifications).

Additional notes:

• To add, create, or edit new metrics, see “Create a Custom Metric,” “Edit a Custom Metric,” and “Delete a Custom Metric.”
• If the report includes data for accounts with different currencies, then totals aren’t included for monetary-based columns (such as Cost and CPC).
• You can temporarily edit the column set from the column heading menu, and edit and sort the column set from the Columns icon. ( ).

Sort By

The column by which to sort the data. The default value is different for each report type.

Sort Order

Whether to sort the data in Ascending or Descending order. Move the slider to select an option.

Filters

[Filter definitions]

(Optional) Filters to apply to data. Applying filters returns rows only when the value for a column meets specified criteria.

For each filter to apply:

1. In the Add Filter menu, select a column name. The list includes all available columns and is sorted by column type, with property columns first.
2. Define the filter on the column

(Filters with input fields) Select an operator from the second menu, and then enter the applicable value. Values aren’t case-sensitive. Click when you’re done.

For example, if you’ve selected the “Clicks” column and want to return only rows with more than 100 clicks, then select > and enter 100 in the input field.

Depending on the data type, available operators may include greater than, less than, equals, contains, doesn’t contain, starts with, ends with,no value, or has value before, after,or no date.

(Filters without input fields) Click next to the Select list items menu, and then select the check boxes next to each value to include. Click when you’re done.

Notes:

• You can apply but not save changes to filters to your default view settings.
• You also can temporarily change the applicable filters within the view.

Include rows with performance data only

(Ad Groups, Keyword, Product Groups, Placements, and Auto Targets views only)

Includes only rows with performance data during the specified dates. By default, this option is selected to reduce the page load time.

Warning: If you de-select the option and the view includes many entities without performance data, the data takes longer to be displayed.

Note: You can apply but not save changes to filters to your default view settings. Default views always show only entities with performance data.

Date

Date Range

(When "Include date range is selected)

The date range for which to generate data. Choose one option:

• [Preset range]: A list of common time increments, ranging from Today to Last 180 Days. Choose one from the list; the default is Yesterday. Note: Last Month, Last 3 Months, and Last 6 Months show data for the previous calendar months.
• Custom Date Range: Specify the start date and end date. Enter dates in the format MM/DD/YYYY or M/D/YYYY, or click next to a field and select a date.

Comparison

Compares data for the specified date range with data for a second date range. When you select this option, two additional columns are added for each regular data column. For example, instead of including just one column for “Impressions,” the report includes columns for “Impressions Range 1,” “Impressions Range 2,” and “Impressions Difference.”

Notes:

• The difference column isn’t shown for derived metrics.
• Reports that compare large date ranges may take longer to generate.

Comparison Format

How to express the difference between data in the two selected date ranges in the “[Data field] Difference” column. Choose one option:

• Variance (the default): Shows the difference as a numeric value.
• % Change: Shows the difference as a percentage.

Additional Settings

Use Default

Applies the attribution settings specified in the advertiser-level conversion attribution settings.

Attribution Rule

(Advertisers with the Ă۶ąĘÓƵ Advertising pixel-based conversion tracking service only) Within the tab, how to attribute conversion data — potentially across multiple ad channels and portfolios — in a series of events that lead to a conversion. By default, the rule specified in the advertiser-level conversion attribution settings is selected.

• First Event: Attributes the conversion to the first paid click in the series within the advertiser’s click lookback window or, if no paid clicks occurred, to the last impression within the advertiser’s impression lookback window.
• Weight First Event More: Attributes the conversion to all events in the series that occurred within the advertiser’s click lookback window and impression lookback window, but gives the most weight to the first event and successively less weight to the following events. When the conversion is preceded by both paid clicks and impressions, the specified impression override weight is further applied to the impressions. When the conversion is preceded only by impressions, the impressions are weighted according to the advertiser’s view-through weight rather than to the impression override weight.
• Even Distribution: Attributes the conversion equally to each event in the series that occurred within the advertiser’s click lookback window and impression lookback window. When the conversion is preceded by both paid clicks and impressions, the specified impression override weight is further applied to the impressions. When the conversion is preceded only by impressions, the impressions are weighted according to the advertiser’s view-through weight rather than to the impression override weight.
• Weight Last Event More: Attributes the conversion to all events in the series that occurred within the advertiser’s click lookback window and impression lookback window, but gives the most weight to the last event and successively less weight to the preceding events. When the conversion is preceded by both paid clicks and impressions, the specified impression override weight is further applied to the impressions. When the conversion is preceded only by impressions, the impressions are weighted according to the advertiser’s view-through weight rather than to the impression override weight.
• Last Event (the default): Attributes the conversion to the last paid click in the series within the advertiser’s click lookback window or, if no paid clicks occurred, to the last impression within the advertiser’s impression lookback window.
• U-shaped: Attributes the conversion to all events in the series that occurred within the advertiser’s click lookback window and impression lookback window, but gives the most weight to the first event and last events, with successively less weight to the events in the middle of the conversion path. When the conversion is preceded by both paid clicks and impressions, the specified impression override weight is further applied to the impressions. When the conversion is preceded only by impressions, the impressions are weighted according to the advertiser’s view-through weight rather than to the impression override weight.

Notes:

• All attribution rules besides Last Event are available only for advertisers with Ă۶ąĘÓƵ Advertising click tracking and with conversion tracking from either Ă۶ąĘÓƵ Advertising or Ă۶ąĘÓƵ Analytics (with an Analytics integration).
• Attribution rules apply to clicks on paid ads in any channel. They don’t apply to impressions for paid search ads, which can’t be tracked at the event level.
• When you report conversion data using any attribution rule except one of the “Last Event” rules, the events leading up the conversion may occur across multiple portfolios. When this is so, the view includes data for the conversion only when the ads or keywords in those portfolios are included in the view.
• For default views, we recommend that you keep the default attribution rule, which is used to compute the objective value (formerly called “weighted revenue”) for each bid unit during bid optimization.

Conversions Based On

How to report conversion data:

• Transaction date (the default): To see transactions whose transaction date occurred during the specified time period. This indicates how much revenue was earned within the specified time period.
• Click date: To see transactions that resulted from a click that occurred during the specified time period. When a portfolio has significant delay between clicks and transactions, this option is useful for computing the historical revenue per click for the portfolio, which indicates the revenue behaviors to expect over time.