Google AdWords New Top Movers Report Aims To Automate “What’s Changed” Reporting

google-adwords-square-logoThe new Top Movers report in Google AdWords shows you which campaigns and ad groups had the largest changes in clicks and cost between two timeframes.

Located under the “Dimensions” tab (View: Top Movers), the report compares performance for two consecutive time periods of equal length, and finds the campaigns and ad groups that experienced the largest change between the two periods. You can compare periods of 7, 14, or 28 days, or look at reports generated in the last 90 days.

At the top of the report is a dashboard summarizing ten of the largest moves in clicks or cost. Changes that aren’t significant enough to be a top mover are grouped in “Other changes.”

AdWords Top Movers ReportBelow the summary is detail on each top mover. What is not immediately apparent is that the details table (shown below) has two modes, Cost and Clicks. You select which you’d like to view by clicking the “Cost” or “Clicks” headers above the summary table.

A nice feature that’s not readily apparent in the example below is that Top movers are broken out by Network, so you can see whether the changes are coming from Google search or Search partners traffic.

Google will also consider changes to your account and list “Possible causes” (see Adgroup: Red Roses below) like bids were increased, ad group was paused, keywords were added, when available.  

A handy time-saving feature is the link to the View change history report for each top mover.

AdWords Top Movers Report Detail


A top mover is measured primarily by size of the change, not the percentage change. Changes will only be attributed once. For example, if a campaign has only one ad group, and that ad group see a huge increase in clicks, the campaign will, too. However, only the ad group will show in the report as a top mover.

Reports for each day are available by 6:30pm Pacific time on the following day. Not that a report will not be produced if the account has seen fewer than 100 clicks in total over the previous seven days. Top movers reports are available for up to 90 days.


Related Topics: Channel: SEM | Google: AdWords


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

Connect with the author via: Email | Twitter


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.
  • Nick Protonotarios

    I think this is very neat and exciting change for Google.

  • Sharon M. Mullins

    what Christopher replied I’m
    taken by surprise that a mom able to make $5638 in one month on the
    computer. have you read this web page w­w­w.K­E­P­2.c­o­m

  • Jack Hutchinson

    I really like this new feature – be interesting to see how this evolves. It certainly has a lot of potential!

  • AlsaRef | Agence web

    Hey, nice post but the top mover link is broken by the way.

  • Frederick Vallaeys

    This is one of my favorite new things in AdWords! With so much going on in the typical account I work with, it’s always helpful to get an easy way to see what needs my attention.

  • Melinda Colos

    just as Timothy replied I didnt know that anyone can profit $4257 in 4 weeks on the internet. did you read this web link w­w­w.K­E­P­2.c­o­m

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide