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Emma McHale

How to Use the New Google AdWords Report Editor

Emma McHale
How to Use the New Google AdWords Report Editor

Previously to analyze Google AdWords data you had to download the tables and manipulate the data in Excel, however the new AdWords report editor will commence the change to manipulating data within AdWords itself.

The new reports tab officially started rolling out to Google AdWords accounts in August. The tools included make it easier for PPC specialists to analyze and visualize the data in order to reveal insights and opportunities, without the need to download.

The reports tab will appear between the opportunities and tools tabs when it is available in your account. The first time you open the AdWords reports tab, it will take you through a basic walkthrough of how to make a table as well as a chart using the drag and drop interface. There is also an AdWords support center page about the reports tab.

AdWords Report Editor

  1. Once you have clicked on the reports tab, you will be taken to a page with the saved reports.
  2. Click the add report drop down and click to create a table.
  3. You will be taken to a page with a grey space to the right and a side bar to the left.
  4. The metrics and dimensions as well as the filters tabs are available in the side bar. You can refine your data under the filter tab to analyze more specifically, for example you can filter by ad state, top versus side and day of the week. The filter can be specified by clicking the tick box and then pressing apply. If you have filtered your data down, there will be a yellow reminder along the top once back to the dimensions and metrics tab on the sidebar.
  5. To show data on the table, you can drag and drop the items in the dimensions and metrics side bar. If you make a mistake, you can press the undo and redo buttons along the top. You can also specify the time period available.
  6. The dimensions and metrics that currently appear in the table will appear on the shelf above the table. The dimensions and metrics can be moved around on the shelf to make it easy to compare the data.
  7. You can then save the table into the reports tab or download the data as a CSV, Excel CSV, TSV, XML, CSV.gz and XML. gz.
  8. If you would prefer to view the report as a line chart, bar chart or pie chart instead of a table, you can easily change this using the drop down in the menu above the shelf. Charts can be downloaded as a PDF or PNG.
  9. You can schedule a report to by pressing the schedule icon, specifying the format, the email address to send the report to, the frequency the report should be sent and finally pressing the apply button.

WordStream described the report editor as "intuitive" and "visually appealing." The drag and drop system to create the reports is easy to use and you can find actionable insights using the reports.

The reports display the data in simple ways so that PPC specialists can gain useful insights that might not be discovered in the AdWords tables. The reports tab will be very helpful for people who prefer visual data rather than numbers.


The data in the reports tab can be displayed as either a bar chart, line chart, pie chart or simply a table. Using the bar chart and line chart, you can compare two metrics and one dimension. Pie charts can only show one metric and one dimension. The table seems to hold as many metrics and dimensions as you wish.

More advanced AdWords users may find the lack of advanced report capabilities frustrating. The current AdWords report editor is too simple to display more than one report at once and the reports cannot be customized. The reports can't be customized with titles or axis titles to explain what the data shows. Unfortunately, with more complicated reports the report tables and charts are difficult to understand, therefore if you need to make a more complicated chart or table it is recommended you download the data and make the table or chart in Excel.

Have you used the new AdWords report editor? What pros and cons have you noticed about the tool? Let us know in the comments.

Emma McHale is an in-house Online Marketing Executive specializing in SEO and PPC. Connect with Emma McHale on LinkedIn and Twitter. You can also visit her digital marketing portfolio.

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