Customize your performance data

You can customize your latte (triple shot, extra foam) and your burger (no onions, please!), so why not your data? By adjusting date ranges, columns, segments, filters, and graphs, you can customize the performance data in your statistics table to see only what interests you, making campaign maintenance faster and easier.

To get started, think about your AdWords goals. Then decide which statistics are most important for measuring progress toward those goals. Using the information below, adjust your table to highlight the details that matter most. After your table looks exactly how you want, you can save it or download it as a report.

Add or remove columns that display statistics

Columns provide a variety of statistics about your account, and your column choices vary depending on which statistics table you're viewing. You can choose which columns you'd like to see, rearrange them, and save them in the order you prefer.

You can add or remove columns from any statistics table by clicking the Columns button in the toolbar above the statistics table, then "Modify columns." You can pick and choose your columns, and Save your settings. We'll remember your settings the next time you come to the same statistics view for the same campaign type. You also have a couple other options to customize your column settings:

Store and name your columns

You can save and name your column sets for use when you return to the same tab later. Just add a name when you save your settings and the column set will always appear in the "Modify columns" drop-down menu when you return to that reporting tab.

Use pre-defined column sets for your campaigns

To make analyzing performance for these campaigns simpler and faster, you can now use pre-defined column sets. These recommended campaign type column sets include columns selected frequently by advertisers. You can access these through the modify columns menu.

To use a pre-defined column set for your statistics table view:

  1. Sign in to your AdWords account at
  2. Select a specific campaign or use the campaign selector to only see campaigns of the same type.
  3. Within your campaign reporting view, click the Columns button in the toolbar above the statistics table.
  4. Select a column set based on your advertising goals (views, branding, etc.). The columns within your statistics table will update to reflect the recommended column set.

Tip: You can change back to the columns you were viewing before you selected a column set by selecting Modify columns from the "Columns" drop-down menu.

After you've added the columns that interest you, you can click any column name to sort by that topic. For instance, click the Ad group column to sort alphabetically by ad groups, or click the Impressions column to sort your ad groups from most impressions to least. Try clicking Impressions again to reverse the order and see your statistics from least impressions to most.

Once you've chosen a set of columns, you can save the set for easy access in the future by selecting the "Save this set of columns" checkbox.

Apply segments to break down your data

Segments split your view of data into separate parts. There are many different segments that you can apply to your data, such as device, click type, network, and date range.

To use a segment, click the Segment button in the toolbar above the statistics table and select the level of detail you'd like to apply to the data in your table.

See how to segment your data

Which segmentation options are available to you depend on whether you're viewing your keyword, ad group, or campaign tables.


Here's some insights you might gain about your data using segments:

  1. Identify your key customers by breaking down your keywords by device. This way you can figure out whether you're getting a better ROI from ads showing on mobile phones or on desktops and laptops.
  2. Compare your performance on Google and search partner sites to your performance on the Display Network by breaking down your campaign and ad group data by network.
  3. Isolate changes in your performance using time segmentation options (day, week, or day of week, month, quarter, or year). For example, if you segment your data according to the day of the week and find that your ad performance is significantly different on Saturdays, you can modify your bids to account for the change in visitor behavior.


Use filters to search your data

Use filters to search your table for specific information, such as keyword text, bids, and clickthrough rates.

To create a filter, click Filter in the toolbar above the statistics table. You can save your filters for easy access in the future.

Create filter
View or hide removed items

You can either include or hide removed campaigns, ad groups, ads, keywords, and networks in your statistics tables. The first menu on the toolbar above the table lets you control the display of removed items.

  1. To hide removed items, click the first button on the toolbar and select All but removed.
  2. To show removed items, click the first button on the toolbar and select All to see all enabled, paused, and removed items. For the campaign and ad group tables, you can also select All enabled to see only active items.
Filter campaigns
View performance summary graphs

If the performance graph isn't visible above your data table, click the graph icon Performance graph on the toolbar above the table to make it appear. (You can click the icon again to make the graph disappear.)

You can compare two metrics using the drop-down menus just above the graph on the left. Click each drop-down menu and select the metric you’re interested in. For example, if you wanted to gauge the effectiveness of a particular keyword, you could choose to view impressions and clicks at the same time.

You can also compare two date ranges for these metrics by selecting “Compare dates” from the drop-down date range menu in the upper right corner of the page. For example, you could view your total clicks and impressions from this week alongside your total clicks and impressions from last week.

See the date range drop down menu

You can also change the level of detail for your graph by selecting “Daily,” “Weekly,” “Monthly,” or “Quarterly,” from the drop down menu above the graph.


Once your statistics table displays exactly what you want, you can download the data as a report in a variety of formats by clicking the download button Download in the toolbar.


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