RE: Display Keyword Performance Report does not include full data

[Google Ads API Forum Advisor Prod]

Hi,

Thank you for reaching out. I had to delete your initial post, edit and re-post it below, as it contained your account information. For security purposes you may avoid exposing such details publicly.

"Hello Google team, we are stumbled upon an issue here and hoping for your help.

When accessing data from Ad Performance Report we see some ads has triggering criteria as 3000000


According to this
https://developers.google.com/adwords/api/docs/guides/reporting?hl=zh-CN#keywordid3000000

we should lookup for criteria breakdown in the
https://developers.google.com/adwords/api/docs/appendix/reports/display-keyword-performance-report

for the same period

when we do that, we don't get equal amount of clicks & cost as we seen in Ad Performance Report

Please advise why it does not match and where get correct Criteria breakdown for KeywordID = 3000000

Thank you!

Example is below

when we call for ads with keyword 3000000 in Ad Performance report we get  $332,46 and 165 clicks

curl --location --request POST 'https://adwords.google.com/api/adwords/reportdownload/v201809?__rdquery=SELECT%20%20CampaignId,%20CampaignName,%20AdGroupId,%20AdGroupName,%20%20%20CriterionId,%20%20AdNetworkType1,%20AdNetworkType2,%20Clicks,%20Cost%20%20%20FROM%20AD_PERFORMANCE_REPORT%20%20WHERE%20AdGroupStatus%20IN%20[ENABLED,%20PAUSED]%20AND%20CriterionId%20IN%20[3000000]%20%20DURING%2020201001,20201001&__fmt=CSV' \
--header 'Authorization: Bearer <access token>' \
--header 'developerToken: <developer token>' \
--header 'clientCustomerId: XXXXXXXX' \
--header 'skipReportHeader: true' \
--header 'skipColumnHeader: false' \
--header 'skipReportSummary: false' \
--header 'useRawEnumValues: false'

result:

Campaign ID,Campaign,Ad group ID,Ad group,Keyword ID,Network,Network (with search partners),Clicks,Cost
11032637999,(G) Self Directed IRA,108544708496,(G) Self Directed IRA,3000000,Display Network,Display Network,5,8690263
11032637999,(G) Self Directed IRA,108544708496,(G) Self Directed IRA,3000000,Display Network,Display Network,2,3623729
11032637999,(G) Self Directed IRA,108544708496,(G) Self Directed IRA,3000000,Display Network,Display Network,12,37219842
11032637999,(G) Self Directed IRA,108544708496,(G) Self Directed IRA,3000000,Display Network,Display Network,2,7412457
11032674431,(G) Real Estate IRA,107738232946,(G) Real Estate IRA,3000000,Display Network,Display Network,6,5523927
11032674431,(G) Real Estate IRA,107738232946,(G) Real Estate IRA,3000000,Display Network,Display Network,6,16837538
11032674431,(G) Real Estate IRA,107738232946,(G) Real Estate IRA,3000000,Display Network,Display Network,13,28486538
11032674431,(G) Real Estate IRA,107738232946,(G) Real Estate IRA,3000000,Display Network,Display Network,6,11588050
11032674431,(G) Real Estate IRA,107738232946,(G) Real Estate IRA,3000000,Display Network,Display Network,2,5988338
11032674431,(G) Real Estate IRA,107738232946,(G) Real Estate IRA,3000000,Display Network,Display Network,2,6068712
11032674431,(G) Real Estate IRA,107738232946,(G) Real Estate IRA,3000000,Display Network,Display Network,1,5320000
11032637999,(G) Self Directed IRA,108544708496,(G) Self Directed IRA,3000000,Display Network,Display Network,7,7868347
11032637999,(G) Self Directed IRA,108544708496,(G) Self Directed IRA,3000000,Display Network,Display Network,3,9136663
11032637999,(G) Self Directed IRA,108544708496,(G) Self Directed IRA,3000000,Display Network,Display Network,2,3704233
11032637999,(G) Self Directed IRA,108544708496,(G) Self Directed IRA,3000000,Display Network,Display Network,7,11778418
11032637999,(G) Self Directed IRA,108544708496,(G) Self Directed IRA,3000000,Display Network,Display Network,45,79459565
11032637999,(G) Self Directed IRA,108544708496,(G) Self Directed IRA,3000000,Display Network,Display Network,23,33518025
11032674431,(G) Real Estate IRA,107738232946,(G) Real Estate IRA,3000000,Display Network,Display Network,3,8277764
11032674431,(G) Real Estate IRA,107738232946,(G) Real Estate IRA,3000000,Display Network,Display Network,8,12756969
11032674431,(G) Real Estate IRA,107738232946,(G) Real Estate IRA,3000000,Display Network,Display Network,10,29197692
Total, --, --, --, --, --, --,165,332457070

Query of the Display Performance report give us total Cost value as $130,07 and 54 clicks

curl --location --request POST 'https://adwords.google.com/api/adwords/reportdownload/v201809?__rdquery=SELECT%20%20CampaignId,%20CampaignName,%20AdGroupId,%20AdGroupName,%20%20%20Id,%20Criteria,%20AdNetworkType1,%20AdNetworkType2,%20Clicks,%20Cost%20%20%20FROM%20DISPLAY_KEYWORD_PERFORMANCE_REPORT%20%20WHERE%20AdGroupStatus%20IN%20[ENABLED,%20PAUSED]%20%20DURING%2020201001,20201001&__fmt=CSV' \
--header 'Authorization: Bearer <access key>' \
--header 'developerToken: <dev token> \
--header 'clientCustomerId: XXXXXXXX' \
--header 'skipReportHeader: true' \
--header 'skipColumnHeader: false' \
--header 'skipReportSummary: false' \
--header 'useRawEnumValues: false'
Result:

Campaign ID,Campaign,Ad group ID,Ad group,Keyword ID,Keyword,Network,Network (with search partners),Clicks,Cost
11032637999,(G) Self Directed IRA,108544708496,(G) Self Directed IRA,10753802,self directed ira,Display Network,Display Network,2,3308575
11032637999,(G) Self Directed IRA,108544708496,(G) Self Directed IRA,22403693,self directed ira account,Display Network,Display Network,1,876188
11032637999,(G) Self Directed IRA,108544708496,(G) Self Directed IRA,73528611,real estate ira,Display Network,Display Network,9,20871562
11032637999,(G) Self Directed IRA,108544708496,(G) Self Directed IRA,92014334,self directed retirement account,Display Network,Display Network,1,5230000
11032637999,(G) Self Directed IRA,108544708496,(G) Self Directed IRA,94898109,self directed roth ira,Display Network,Display Network,17,29419164
11032637999,(G) Self Directed IRA,108544708496,(G) Self Directed IRA,222142974,ira real estate investment,Display Network,Display Network,1,850549
11032637999,(G) Self Directed IRA,108544708496,(G) Self Directed IRA,299268193098,401k to self directed ira,Display Network,Display Network,5,10509776
11032637999,(G) Self Directed IRA,108544708496,(G) Self Directed IRA,300650522378,precious metals iras,Display Network,Display Network,1,2827485
11032674431,(G) Real Estate IRA,107738232946,(G) Real Estate IRA,73528611,real estate ira,Display Network,Display Network,11,36120584
11032674431,(G) Real Estate IRA,107738232946,(G) Real Estate IRA,322639623500,real estate retirement account,Display Network,Display Network,5,19093055
11032674431,(G) Real Estate IRA,107738232946,(G) Real Estate IRA,333029552564,roth ira real estate investment,Display Network,Display Network,1,962613
Total, --, --, --, --, --, --, --,54,130069551"

Moving forward, we do not recommend comparing reports aggregated at different entities since performance tracking for each entity is calculated differently. In addition, the Ad Performance Report is a single attribution report and the Display Keyword Performance Report on the other hand is a multiple attribution type of report.

That being said, statistics will be represented differently.

Best regards,

Peter Laurence Napa Oliquino Google Ads API Team

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[don....@gmail.com]

Hello Peter, thank you for the reply, then could you please suggest how to break down cost associated with keywordid = 3000000 by criteria value which triggered the ad?

And similar question regarding keywordid = 3000006

[Google Ads API Forum Advisor Prod]

Hello,

Using the display keyword performance report, which is a multiple attribution report, please use the criteria attribute to breakdown metrics by criteria.

Regards,
Matt
Google Ads API Team

Matt Google Ads API Team

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[don....@gmail.com]

Hello Matt, thank you for the reply

I'm confused as in previous reply in this thread your colleague Peter said:

>Moving forward, we do not recommend comparing reports aggregated at different entities since performance tracking for each entity is calculated differently. In addition, the Ad Performance Report is a single >attribution report and the Display Keyword Performance Report on the other hand is a multiple attribution type of report.

What you suggest is exactly what we do but we are getting mismatch between data gathered from display keyword performance report and what client sees in UI and what matches data from Ad Performance Report

Please see API calls example provided by me in this thread.

[Google Ads API Forum Advisor Prod]

Hi,

I work with Matt and Peter and let me provide support to your concern.

Apologies for the confusion. What our colleague Matt suggested is that, for tracking Display keywords performance, you may instead focus on the Display Keywords Performance report instead.

The Ad Performance Report, being a single attribution report, would contain statistics generated from other criteria as well. Breaking down display keyword statistics on the ad level report is not possible.

Regards,

Ernie John Blanca Tacata Google Ads API Team

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[don....@gmail.com]

Hello Ernie, I understand you explanation but if you check my initial example, then my question still remains:

Should cost & clicks from Ad Performance Report on a specific day for specific campaign and keywordid = 30000000
match data for the same day and campaign from the Display Keywords Performance report ?

[Google Ads API Forum Advisor Prod]

Hello,

The total values from the Ad Performance Report will not necessarily be equal to the total values from the Display Keywords Performance Report. 

Regards,
Anthony
Google Ads API Team

Anthony Madrigal Google Ads API Team

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[don....@gmail.com]

Hello Anthony, I'm not comparing total from Ad Performance Report, Im comparing only total of values where KeywordID = 3000000 to Display Keywords Performance Report for the same date
should this match though?

Please see my example in the 1st post here

when we call for ads with keyword 3000000 in Ad Performance report we get  $332,46 and 165 clicks

curl --location --request POST 'https://adwords.google.com/api/adwords/reportdownload/v201809?__rdquery=SELECT%20%20CampaignId,%20CampaignName,%20AdGroupId,%20AdGroupName,%20%20%20CriterionId,%20%20AdNetworkType1,%20AdNetworkType2,%20Clicks,%20Cost%20%20%20FROM%20AD_PERFORMANCE_REPORT%20%20WHERE%20AdGroupStatus%20IN%20[ENABLED,%20PAUSED]%20AND%20CriterionId%20IN%20[3000000]%20%20DURING%2020201001,20201001&__fmt=CSV' \
--header 'Authorization: Bearer <access token>' \
--header 'developerToken: <developer token>' \
--header 'clientCustomerId: XXXXXXXX' \
--header 'skipReportHeader: true' \
--header 'skipColumnHeader: false' \
--header 'skipReportSummary: false' \
--header 

'useRawEnumValues: false'


versus

Query of the Display Performance report give us total Cost value as $130,07 and 54 clicks

curl --location --request POST 'https://adwords.google.com/api/adwords/reportdownload/v201809?__rdquery=SELECT%20%20CampaignId,%20CampaignName,%20AdGroupId,%20AdGroupName,%20%20%20Id,%20Criteria,%20AdNetworkType1,%20AdNetworkType2,%20Clicks,%20Cost%20%20%20FROM%20DISPLAY_KEYWORD_PERFORMANCE_REPORT%20%20WHERE%20AdGroupStatus%20IN%20[ENABLED,%20PAUSED]%20%20DURING%2020201001,20201001&__fmt=CSV' \
--header 'Authorization: Bearer <access key>' \
--header 'developerToken: <dev token> \
--header 'clientCustomerId: XXXXXXXX' \
--header 'skipReportHeader: true' \
--header 'skipColumnHeader: false' \
--header 'skipReportSummary: false' \
--header 'useRawEnumValues: false'

[Google Ads API Forum Advisor Prod]

Hello,
 

Filtering the AD_PERFORMANCE_REPORT to keyword ID 3000000 will not match the DISPLAY_KEYWORDS_PERFORMANCE_REPORT in many cases.

Rows in AD_PERFORMANCE_REPORT with keyword ID 3000000 represent Display impressions where the single attribution model decided that a Display keyword was the most relevant criteria. This will exclude rows where a different type of criteria was chosen. For example, Placement criteria, User list criteria, etc.

In contrast, the DISPLAY_KEYWORDS_PERFORMANCE_REPORT will show all Display impressions summarized by their Display keyword, even if the single attribution model did not choose the Display keyword as the most relevant criteria for a given impression.

Let me know if you have any further questions.

Cheers,

Anthony
Google Ads API Team

Anthony Google Ads API Team

 

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