Discrepancies ad performance report/ criteria performance report

[am2045]

Hi,

When I sum up my basic KPIs (clicks, cost, ...) based 

• (1) on the ad performance report and 
• (2) on the criteria performance report

for a whole account, how will the results differ from each other and from the allover values that I see in the AdWords UI?

A) Campaign types that have ads but no criteria (as in the criteria performance report):

• Universal App Campaigns
• Universal Shopping Campaigns?
  

B) Campaign types that have criteria but no ads:

• Shopping Campaigns do have ads, right?

C) Campaign types that cannot be seen in the ad performance report and in the criteria performance report:

• None?

Is this right so far? Am I missing any other possible differences?

Thanks,

Andreas

[Bharani Cherukuri (AdWords API Team)]

Hi Andreas, 

The Ad Performance Report includes statistics aggregated at the ad level, one row per ad. If you're pulling the cost, clicks information using this report type, it will return the amount spend for each ad. On the other hand, Criteria Performance Report includes statistics aggregated at the ad group criteria level, one row per ad group and criteria combination.

Please find my response below for the scenarios mentioned:

A) Campaign types that have ads but no criteria (as in the criteria performance report):

 For the Mobile App Campaigns, you will be able to use the supported report types mentioned here. Criteria Performance Report and Ad Performance Report are not supported for these campaigns and hence will not return any metrics. 

B) Campaign types that have criteria but no ads:

For the Shopping Campaigns, you could use Ad Performance Report by specifying the AdType as SHOWCASE_AD for Shopping campaigns. You could also use one of the report types mentioned here. Additionally, Shopping campaigns do have ads called Shopping ads. Please refer to this guide for more information. 

C) Campaign types that cannot be seen in the ad performance report and in the criteria performance report:

Currently, the Video campaigns and Mobile App Campaigns are not supported for these Report types.

Regards,

Bharani, AdWords API Team