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Represent your Data with AdWords Report Editor

I always recommend looking at the trends in your campaign data so that you can understand any campaign optimization you may need. And the next question is, how should you visually represent the data so that anyone can easily understand these trends?


Data visualization and representation is one of the more time-consuming responsibilities of an Account manager. If you are asked to show data on a multi-dimension level, it can be challenging to explain that data to the client or your manager.


Luckily, it is easier than ever to visualize that data in the AdWords interface, thanks to the introduction of the AdWords Report editor, which was launched in August 2015.


What is the AdWords Report Editor?


The AdWords Report editor allows you to slice and dice your data in seconds. You can visualize your account, campaign, and ad group performance data through multi-dimensional tables and charts, and you can manipulate these charts by dragging and dropping data to create pivot tables, graphs, and charts directly in the AdWords interface. Custom charts can help you quickly visualize the patterns and trends in your data that might be difficult to spot in a table.


With Report Editor, you can also use:

  • Advance sorting, filtering, and segmentation
  • Visual charts in pie, bar, or line graph formats


Get Started with the AdWords Report Editor


To Find the Report Editor, click on the Reports Tab at the top of Your Account


Screen Shot 2016-02-02 at 9.32.39 AM.png



  1. You should see any saved reports you have in the Reports interface.

2.  Now Click on +Report, and select how you’d like to visualize your data.


Screen Shot 2016-02-02 at 10.11.33 AM.png



Using the Report Editor


In order to create a useful report, you need to know the three basic parts of the Report Editor:


  • Sidebar
  • Canvas
  • Shelf

Screen Shot 2016-02-02 at 10.11.50 AM.png




The sidebar contains Tiles and Filter. Tiles contains Dimensions and Metrics, which you need to drag onto the canvas to build your report. Metrics are quantitative measurements, such as clicks, impressions, CTR, cost, etc., whereas Dimensions are qualitative measurements such as device, ad group, location, search terms, and match type. Filters are used to refine the data in those reports.


The canvas is the grey area, where you will drag tiles, and where you can see the data or chart.


You can only see the shelf once you’ve dragged a tile onto the canvas or when you have created a report. This is the just above the canvas area. It shows which Dimensions and Metrics you have dragged onto the canvas.



FAQs about the AdWords Report Editor


What different types of formats are available in Report Editor?


Report Editor has four different types of Report formats – Table, Line Chart, Bar Chart, and Pie Chart. It depends on you which format best suits your requirements.


Can I sort data?


Yes, you can sort the data in ascending and descending order. The first time you click the header, the column will be sorted in ascending order. The second time you click the header, the column will be sorted in descending order.


What are the different types of filters available? 


If you want to hide data, you can apply a filter.


Screen Shot 2016-02-02 at 10.12.50 AM.png


There are two types of filters available in Report Editor:


Report Filters: This filter can be applied from the Sidebar area. If you want to explore the performance of your “Brand” campaign on mobile devices from Monday to Friday, then you can select Condition, Campaign Contains “Brand”, then select Mobile in Device, and Monday to Friday in the Day section.


Table Filters: The table filter can be applied to an individual column in which you want to see specific data. For example, if you want to hide all rows where clicks are less than 5.



Can I save and download the report?


Yes. Once you have created the table, chart, or graph, you can easily save the report. Then you can open the report at any time and see the trends. You are also allowed to download the table in a CSV or excel file, or download the charts in PDF or PNG file formats.



Screen Shot 2016-02-02 at 10.13.42 AM.png


How can I schedule and share a report?


Once you save the report, click on the calendar icon button, where you can choose your desired report format and schedule the report as per your requirements.



What should I do with this data next?


Well, you could... 

  • Adjust your location targeting based on seasonal trends
  • Pause keywords with low conversion rates, or test them using a different match type
  • Alter your ad schedule to prioritize the times of day when you get the best traffic, and save money during less profitable hours
  • Identify a high-performing ad group and split it out into its own campaign, so that you can easily control the budget


As you can see, this is quite a useful tool for account managers, as well as for clients, making it easier to understand data trends in chart or table format and at a multi-dimensional level.


Recommended video by @KathleenG for more detailed information about Report Editor. 





about Rakesh Kumar

I have been working on Google Adwords & Bing Ad Center since April 2010. I am Google Adwords Certified in Fundamental and Advance. I have worked on International and Domestic (Indian) campaigns for clients. I have also done extensive in-house campaigns within my organization. I have worked across various verticals and industries. I am very thankful to the Google Team for creating AdWords Community which promotes peer learning and keeps one updated on latest developments in AdWords.

Jordan Burleson
February 2016

Hi Rakesh,


Great Summary! I have been using these as canned reports for clients that make easier deliverables and snapshots to help avoid generating manual reports all the time. 

ScottyD Top Contributor
February 2016

Great article Rakesh, nicely formatted Smiley Wink

Rakesh Kumar Top Contributor
February 2016

Thanks Scott Smiley Happy



Mordecai K
February 2016

I am brand new both to Adwords and the forum.O am going to be sponge as I learn the ropes.Certainly this way of presenting reports is simple and has impact.Thank you for the effort.

Ramprasad V
April 2017

Hi Rakesh,

Thank you for the information.  I have a query. Please find the same below. 


How to copy reports from one adwords account to another adwords account ?

Mian A
July 2017

@Rakesh Kumar this is the well-written article about report representation. Thanks for this tutorial.