Reporting changes in AdWords API v201509

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AdWords API v201509 introduces some changes to reporting columns, particularly Clicks. Recently, AdWords introduced new columns called Engagements and Interactions. It also added reporting columns related to video campaigns such as VideoViews, which have previously been unavailable via API reporting. AdWords API version v201509 has updated its reporting to match these changes.

The new Interactions field, available in API performance reports, can be thought of as the main action a user takes with the ad format: clicks for text ads, engagements for Lightbox ads, and views for video ads. Previously, views for video ads were not returned in API reporting, so having access to this data is new.

Prior to v201509, the Clicks field always included both clicks and engagements. Starting in v201509, the Clicks field includes only click actions, like clickthroughs to a landing page or clicks to call. This means that clicks on video ads, which are unpaid, will be included in this field. However, engagements for Lightbox ads will not be counted.

If measuring performance across multiple ad formats, you might consider using Interactions to view the total number of primary user actions on ads, all in the same column. Clicks, Engagements, and VideoViews are available as well for more fine-grained reporting by ad format.

The table below summarizes the changes in each field for various ad formats.

Field
v201506
v201509
Clicks
Text ads: clickthrough to a landing page

Lightbox ads: hover to expanded ad format
Text ads: clickthrough to a landing page or clicks to call

Lightbox ads: clickthrough to a landing page

Video ads: clickthrough to a landing page
Engagements
N/A
Lightbox ads: hover to expanded ad format
VideoViews
N/A
Video ads: view
Interactions
N/A
Text ads: clickthrough to a landing page or clicks to call

Lightbox ads: hover to expanded ad format

Video ads: views

Please note that reporting in v201506 and previous versions is unaffected; they return the same data that they always have, represented the same way. This means that when comparing the data you receive from older versions of the API to user interface reports, or to v201509 reports, the numbers will not directly match up. Video-related stats will still be excluded from v201506. The Clicks column in v201506 will match the Interactions column from v201509 if you subtract out video interactions.

For ease of reporting, it’s recommended to migrate to v201509 as soon as possible.

Keep in mind these aren’t the only reporting changes in v201509 — for more details on conversion-related reporting changes, please see the release notes.

If you have any questions about this or other aspects of the AdWords API, please contact us via the forum or the Ads Developers Plus Page.

- Michael Cloonan, AdWords API Team


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