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.

How to analyze your AdWords data 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.

To add or remove columns from the table, click the Columns button in the toolbar above the statistics table.  When you're done, click Save.

See how to customize columns

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 time period.

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.

Example

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 deleted items

You can either include or hide deleted 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 deleted items.

  1. To hide deleted items, click the first button on the toolbar and select All but deleted.
  2. To show deleted items, click the first button on the toolbar and select All to see all enabled, paused, and deleted 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.

Tip

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.