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Parameter

Description

n/a

Name

(Optional) A name for the report and for the template (if you save the report as a template). If you apply an existing template, the template name is filled in by default. If you don’t apply a template or enter a name, then the report is named - - (such as “acme - Apr 3, 2009 11:25:19 AM PDT - Keyword”) by default.

You can optionally enter a custom name, but don’t use a file extension.

If you’re creating a template to send reports to an FTP directory, then you can optionally include “CSV” (in uppercase letters) anywhere in the file name to create files in CSV format rather than the default TSV format. See file name requirements for reports sent to an FTP directory.

Save as template

(Optional unless you want to run the report according to a schedule) Saves the report settings as a template, which is available in the Reports > Report Templates view and can be reused to create new reports. To save the report as a template, select the check box.

To run the report according to a schedule, you must save the settings as a template.

Note: You can save the current set of parameters as a new template even if it’s based on an existing template.

Type

The report type to generate.

Basic Settings

Template

(Optional) A report template to apply, which pre-populates the report options according to the template. All templates saved for the report type and available to you are listed.

If you select a template, you can still change the report options, and you can even save the report as a new template.

Data Aggregation

(Forecast Accuracy Report only) The time unit that should be represented on each row of the report. The only option is Daily.

Date Range

The date range for which to generate data:

• [Preset range]: A list of common time increments, ranging from Today to Last 180 Days. The default is Last 7 Days, which reports the last seven days for which data is available. Note: Last Month, Last 3 Months, and Last 6 Months show data for the previous calendar months.
• Custom Date Range: Specify the beginning 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.

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 option shows you 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.

[Primary Filters]

The portfolios to include. By default, data for all portfolios is included in the report if you don’t make a selection. You optionally can narrow down the data to be reported by specifying individual portfolios.

To select a portfolio, select the check box next to the portfolio name, and then click >> to move it to the Selected Filters column.

Notes:

• By default, only active and optimized portfolios are listed. To view paused and deleted portfolios, click next to Show, and select All.
• The resulting data is for campaigns that are currently mapped to the specified portfolios. It doesn’t include data for campaigns that were in the portfolios during the date range but aren’t still there.

Columns

[Report Columns]

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

• To add a column, click the metric name in the left column, and then click .
• To remove a column, click the metric name in the right column, and then click .
• To move a column to the left within the report, click the metric name in the right column, and then click .
• To move a column to the right within the report, click the metric name in the right column, and then click .

Order Results/Limit Rows by

(Forecast Accuracy Report only) Sorts the report by up to two columns included in the report. The default values are different for each report type.To customize the sort order, select a report column, and then select Ascending (to show results from A to Z or from 1 to 100) or Descending (to show results from Z to A or from 100 to 1). Specify at least one column by which to sort. If you sort by two columns, then the report is sorted first by the first column specified and then by the second column specified.

Share with others

(Forecast Accuracy Report only) Allows other users with access to the same advertiser’s data to view the generated report and — if you save the report as a template — to use the template but not edit or delete it. By default, this option isn’t selected. Note: Regardless of this setting, your reports and templates are always visible to all users in higher (administrator) roles and to any assigned Ă۶ąĘÓƵ Account Team members.

Advanced Filters

[Advanced Filters]

(Forecast Accuracy Report only) Returns rows only when the value for a metric meets specified criteria; the metric doesn’t need to be included as a column in the report. The list of available metrics varies by report type but may include custom derived metrics for the advertiser, the IDs and property names for each ad network and portfolio component (such as Campaign ID and Campaign Status), conversion metrics for the advertiser, and click-related metrics from the ad networks. Available operators include contains, starts with, equals, is greater than, is greater than or equal to, is less than, is less than or equal to, or isn’t equal to.

To apply one or more filters, do the following:

• Select a metric and an operator, and then enter the applicable value. For example, to return only keywords with more than 100 clicks, select Clicks, select >, and then enter 100 in the input field.
• (To apply additional filters) For each additional filter, click +Add Filter, select AND or OR, select a metric and an operator, and then enter the applicable value.

Attribution

Rule

(Advertisers with the Ă۶ąĘÓƵ Advertising conversion tracking service only) Within the report, how to attribute conversion data — potentially across multiple ad channels and portfolios — in a series of events that lead to a conversion:

• 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 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:

• Attribution rules apply to impressions on display ads and to clicks on paid ads in any channel. They don’t apply to impressions for paid search or social 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 report includes data for the conversion only when the ads or keywords in those portfolios are included in the report.

Impression Override Weight

(For all attribution rules except Last Event or First Event) When the conversion is preceded by both paid clicks and impressions, attributes the specified percentage of a conversion value to impressions that occurred within the advertiser’s impression lookback window. By default, this value is 10%; you can change the value to any whole number from 0-100. This value is used only within the report.

When a conversion is preceded only by impressions, then the advertiser’s view-through weight, rather than the impression override weight, is applied to the impressions.

Scheduling and Delivery

Report Schedule

(Optional; available only when the “Save as template” option is selected) When to run the report: Now (to run the report once; the default), Daily, Weekly on [Day of the Week], or Every Month [Day of the Month]. For all time periods except for Now, select the hour in the advertiser’s time zone, beginning with 09:00 AM.

Email Recipients

Note: This setting is used only when email notifications for Reports are enabled within Notification Center.

Email addresses of registered Search, Social, & Commerce users to which to send notifications when the report is completed or is canceled because of errors. By default, the address for your user account is entered. To specify multiple addresses, separate them with commas, spaces, or new lines. When the report is scheduled to run repeatedly, a notification is sent each time a report is completed.

Email Notification

Note: This setting is used only when email notifications for Reports are enabled within Notification Center.

(When Email Recipients are specified) What to include in email notifications to any specified addresses:

• Notification Only (the default): To send only a notification of the report completion or failure, without attachments. The notification includes temporary, download links for all report formats.
• XLS Attachment: To include a copy of the completed report in XLS format if the file is less than approximately 10 MB. Files over 1 MB are compressed.
• TSV Attachment: To include a copy of the completed report in TSV format if the file is less than approximately 10 MB. Files over 1 MB are compressed.
• CSV Attachment: To include a copy of the completed report in CSV format if the file is less than approximately 10 MB. Files over 1 MB are compressed.