How To Navigate Google’s New AdWords Reports And Avoid Losing Valuable Data

Google has made dramatic changes to their AdWords reporting infrastructure. The old reporting system is being retired, and users are being forced to pull reports from the interface. This change has left many unable to find their reports, or know how to extract data from AdWords.

In this post, I’ll walk through how to pull the data from the new interface in a video format so you can see exactly how to find your reports, and download valuable reporting data.

AdWords Reporting Walkthrough

Here’s the video showing the new Google AdWords interface. Spend 11 minutes with this and you will likely save hours and avoid untold frustration trying to find your way around the new interface.


Most of your previous data is still available if you know where to look. Some of it is in a new format, or requires you to combine reports to view the data that was previously available. Please see Josh Dreller’s column to learn more about vLookup so you can combine multiple reports together.

As 90% of the data you need is contained in only 6 reports, you do not need to create and save hundreds of reports to find your data. You only need to save a handful of reports to access most of the data you need to make optimization decisions.

The trick is understanding where to look to find this valuable data. Now that you have seen the video, you now know exactly where to look to find this essential information so that you can continue to analyze and improve your AdWords account.

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: Channel: SEM | Google: AdWords | Paid Search Column


About The Author: is the Founder of Certified Knowledge, a company dedicated to PPC education & training; fficial Google AdWords Seminar Leader, and author of Advanced Google AdWords.

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  • robertbrady

    I like the video format for this type of discussion where it is helpful to see how you are using the interface.

    Two questions:

    1. What did you use to do the recording? Camtasia?

    2. Can you make sure Google sees this?

  • Brad Geddes


    I used Camtasia for the recording. Usually, it’s a bit higher res than this one turned out; I think that might be something YouTube upload related.

    I’ll try to make sure Google sees this. I’ve been in contact with their reporting team a few times over the past few weeks about the UI and how to make things better.

  • alanmitchell

    Hi Brad,

    I thought your new video format was great. Can’t imagine how many screenshots would be needed to explain AdWords reporting…

    One thing I noticed with the new reporting interface is that is doesn’t seem to be possible to add/remove campaign and ad group columns when running keywords and search query reports. Am I missing something?


  • claudeoggier

    Hi Brad,

    I can only join the previous comments about your new video format. I think the video format really adds value to your article.
    Looking forward to see varieties in your upcoming posts.


  • Brad Geddes


    For the keyword reports:
    First go to filter > campaign or ad group > and then choose which ones you want to display and apply the filter. Then when you create the report, only those campaigns (or ad groups) will be in the export.

    For the search queries, you can see everything or only up to 100 queries (drop down limit).

    If you first use the filtering like above to choose ad groups/campaigns, then select the keywords on the page (this is the limit; you can only see 100 rows on that page); then click see search terms for ‘selected’ and not all; you will only see those 100 keyword’s search queries.

    Personally, I usually just download all the search queries and then use excel’s filter function to examine certain ad groups or campaigns. That seems much easier than using the interface’s search query report.

  • NunoH

    Hi Brad, great video. Video is great, but maybe a mix of video and text would be ideal :)

    Can I ask an “advanced” question?

    We have a client that has several conversion types running (sales, sign-ins, etc) but I wanted to see a report with only one type of conversions. The problem is Google now only gives many-per-click data and not one-per-click data when you only choose one conversion type. I mailed Google and they say there is no option to filter this by one-per-click when you choose just one conversion type. Is this true?

  • gsenser

    Nice job Brad. I think your video format worked particularly well for this subject matter and made it somewhat easier to follow and absorb.

  • chewbacca99

    Thanks for the video, you mentioned that adwords only sends notification now that the report is ready and not the actual report. I am wondering if you know of any way to get them to attach a report? I have many clients who like to get the old campaign reports for simple daily costs and traffic metrics but have no need to see all the special segments and such since that is my job to figure out for them. I used to just set up a campaign report and have it run every day and email them the attached file but now I seem to be at a loss.

  • Brad Geddes


    I believe that’s true. If you don’t add many-per-click and you add the ‘conversion name or conversion type’ segmentation – then you won’t even see conversions in your report.

    I’m just not a fan of many-per-click conversions as tabbed browsing is destroying that data. I’m looking into GA to see if there’s a way with the new GA reports to get this info there instead of through AdWords. Not my first choice as I’d rather do it in AdWords – but I want that data.

  • Brad Geddes


    The only way would be to use some screen scraping macro system (which is against the TOS) to login, download, and email the report.

    From everything I’m hearing from Google they don’t plan on supporting emailing of reports in the future at all. Their major claim has been that its a security issue.

    So, I am trying to convince them to at least let these reports be autoshared into a Google Docs account (since security shouldn’t be an issue as Google hosts G Docs) and then when you received the email you would be able to go straight to G Docs and see/DL the info real quick.

    Cross product integration is not one of Google’s strong areas at all through (Iook how many years it took G Maps to be put into AdWords, or the fact AdWords still isn’t connected to G Docs).

  • meshel

    Thank you Brad for explaining this process so clearly, I was stuck in the old interface with the error messages trying to re-create my reports without success – until I got your Video through google…

    A please, and right away created my reports…

  • MelaniePPC

    Hi Brad, I like the video format. I’m a very visual and hands-on learner so video is always more helpful for me. I especially found the vlookup recommendation to be helpful as I was in the boat of having multiple conversion types and needing to create a single report which includes both the basic data as well as conversion type/action.

    I must say that I am not a fan of the new reporting. I have no idea why Google felt the need to change it. I have been spending hours upon hours trying to figure out how to generate the reports that we need for clients. During your conversations with the Google reporting team did they say why they made this change?


  • mpressly


    I prefer text format, with screen-shots as needed. It is much faster to find the information needed this way, since text is easier to skim than a video.


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