When I started writing this article a couple of weeks ago, I was going to write a guide to the data points that are available in the new AdWords Report Editor which aren’t available in the regular “Campaigns” section of AdWords.
However, over the last couple of weeks, AdWords has launched additional updates that also allow us to view almost all these new data sets throughout the “Campaigns” section of the platform. As I’m writing this, there is only one view of the data that you can get in the Report Editor and not elsewhere. What are these new data points? What is this Report Editor? Why is this important?
Because more data! Duh! Let’s cover the Report Editor first.
Report Editor
The new Report Editor section of AdWords has been rolling out to accounts since the spring, and just over the last couple months, it is finally available in all accounts. The key benefit of the new Report Editor is time savings: the filtering and report-building tools allow you to construct views of your data that previously required downloading a report (or many reports) and working with the data in Excel (or other external tools) to create the right pivot or extract the needed data points.
Before the new Report Editor, if I wanted to see performance by day of the week, only on my ad groups containing a certain phrase and only on mobile devices, it would take heavy lifting (“heavy” used in a search-nerd-behind-a-screen context). I would have had to filter my ad groups, download the report with a day of week and device segment, extract only the mobile data in Excel and create a pivot table on day of the week.
Now, I just slide the needed columns over, add a couple of filters and voila!
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