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Custom reports can be setup for different performance types from Account, Campaign, and Ad Group all the way down to Keywordless Query Performance.  You can also utilize multiple report types by adding sheets to your custom report (see Custom Report for more on how to set this up).  Each report type has its own set of commonly used metrics as well as a selection of applicable custom metrics to choose from.  No matter which report type you choose, you will be able to add filters, sorting, conditional formatting and custom notifications, and select a time duration for each sheet/report.

Overview of each report type

Account Performance

The account performance report type will give you a summary of the whole account.  All data, from impressions to clicks to conversions, will be retrieved at the account level.  This is helpful if you want to get a quick overview of the whole account and to monitor overall trends.

Campaign Performance

The campaign performance report type will give you the performance of individual campaigns.  All data, from impressions to clicks to conversions, will be retrieved at the campaign level.  This includes all campaign types and is helpful to get a picture of how each campaign is performing.

Ad Group Performance

The ad group performance report type will give you the performance of individual ad groups.  All data, from impressions to clicks to conversions, will be retrieved at the ad group level.  This is helpful if you want to see how each ad group is performing for all campaign types.

Keyword Performance

The keyword performance report type will give you the performance of individual keywords.  All data, from impressions to clicks to conversions, will be retrieved at the keywords level.  This is helpful if you want to see how each keyword is performing for all search and display campaigns with keywords.

Ad Performance

The ad performance report type will give you the performance of individual ads.  All data, from impressions to clicks to conversions, will be retrieved at the ad level.  This is helpful if you want to see the performance as well as the content (including a formatted ad) of each ad for all ad types.

Search Query Performance

The search query performance report type will give you the performance of individual search queries.  All data, from impressions to clicks to conversions, will be retrieved at the search query level.  This is helpful if you want to see what customers are searching for and which search queries are performing well and which are not.  This report includes search queries for all search campaigns.

Shopping Performance

The shopping performance report type will give you the performance of individual products in shopping campaigns.  All data, from impressions to clicks to conversions, will be retrieved at the product (title) level.  This is helpful if you have shopping campaigns and want to see the performance of all your products.

Product Partition Performance

The shopping performance report type will give you the performance of product groups in shopping campaigns.  All data, from impressions to clicks to conversions, will be retrieved at the product group level.  This is helpful if you have shopping campaigns and want to see the performance of all your product groups.

Final URL

The final url report type will give you the performance of final urls in ads.  All data, from impressions to clicks to conversions, will be retrieved at the ad group (or aggregated ad) level.  This is helpful to measure the effectiveness of your final urls.

Audience Performance

The audience performance report type will give you the performance of individual audiences.  All data, from impressions to clicks to conversions, will be retrieved at the level of the audience (ad group or campaign).  This is helpful if you want to see how your audiences are performing (includes all audiences not just remarketing).

Geographic Performance

The geographic performance report type will give you the performance of geographic regions and locations.  All data, from impressions to clicks to conversions, will be retrieved at the selected level (campaign by default, or ad group) for each location.  This is helpful if you want to have a more robust view of how various geographic locations are performing.

Bid Goal Performance

The bid goal performance report type will give you the performance of bid strategies.  All data, from impressions to clicks to conversions, will be retrieved at the bid goal level.  This is helpful if you want an overview of all your bid strategies.

Keywordless Ads Performance

The keywordless ads performance report type will give you the performance keywordless (dynamic search) ads.  All data, from impressions to clicks to conversions, will be retrieved at the ad group level.  This is helpful if you want to measure the success of your dynamic search ads.

Keywordless Query Performance

The keywordless query performance report type will give you the performance keywordless (dynamic search) ads based on search terms.  All data, from impressions to clicks to conversions, will be retrieved at the ad level.  This is helpful if you want to see what your customers are searching for and what is triggering the dynamic search ads.

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