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Monitor cross-account performance from your manager account

With an AdWords manager account, it's easy to see how all of your managed accounts are performing, whether you're viewing the data on the screen or creating custom reports.* Here we’ll explain how to:

*Keep in mind

If you select a particularly large account or a large number of accounts, we may not be able to provide data or certain features. If this occurs, we’ll ask you to refine your selection to a narrower scope.

Important for accounts managing multiple currencies

If you manage accounts with multiple currencies, keep the following in mind:

  • All currency-related columns (such as "Cost" and "Avg. CPC") are sorted first by currency type, then by amount.
  • When displaying data for multiple accounts with more than one currency, we won’t display totals in cost columns such as “Budget,” “Cost,” “Avg. CPC,” and columns related to conversion values.
  • For sub-manager accounts, cost columns are converted into the currency of the sub-manager accounts. For long date ranges, we can't convert aggregated statistics.

View data on the “Performance” tab

On your manager account’s “Performance” tab, you'll find many of the same statistics columns you have in a single account. Some columns show by default, while others you’ll need to add by clicking Columns, then Modify columns.

You’ll also see the “Direct manager” and “Account” columns, which can help you quickly identify who’s managing the accounts listed. If you have a sub-manager account linked beneath your manager account, you can check your “Performance” tab to see all or only directly linked accounts by using the Accounts drop-down menu. You can also exclude sub-manager accounts.  The “Account labels” column lets you view and sort accounts by the custom account labels you’ve created.

Just as you do in your client accounts, you’ll also use the date range selector to limit or expand your view of account statistics to a particular time period that you choose.

You’ll also find spend totals for your managed accounts on your manager account’s “Performance” tab. Note that we’ll only display spend totals when all of the managed accounts share the same currency.

View account-level data from the "Accounts" tab

On your manager account’s “Accounts” tab, you'll find account-level data for the accounts you manage, and those managed by sub-manager accounts. This information includes spend totals for your managed accounts. Note that we’ll only display spend totals when all of the managed accounts share the same currency.

Some columns show by default, while others you’ll need to add by clicking Columns, then Modify columns. Just as you do in your managed accounts, you’ll also use the date range selector to limit your view of account statistics to a particular time period that you choose.

View cross-account campaign performance from the "Campaigns" tab

Use your manager account’s “Campaigns” tab to keep track of all your campaigns. From your manager account’s “Campaigns” tab you can:

  • View the full range of AdWords performance statistics for your managed accounts’ campaigns, for the date range you choose
  • Easily change your view to see just the accounts you’re interested in
  • Download campaign-level reports just like in your individual AdWords accounts
  • Edit budgets
  • Enable and pause campaigns in bulk
  • Create new campaigns

When you first arrive on your manager account’s “Campaigns” tab, you’ll see performance statistics for all of the accounts you manage, and those managed through linked manager accounts. While this can be a great way to quickly scan your campaigns across accounts, you’ll probably want to adjust which accounts you’re seeing data for. Learn how to change the accounts you see on the “Campaigns” tab.

Keep in mind

For particularly large accounts, we may not be able to display data for the default view showing all accounts. This may also occur for filtered accounts when the selection is still substantial. If this occurs, we’ll ask you to refine your selection to a smaller set of accounts.

Using filters to find the data that interests you the most

Just like in an individual AdWords account, you can use filters and segments in your manager account to find just the data you want across all of your managed accounts and campaigns, and those managed by linked manager accounts.

From your manager account’s "Accounts" and "Campaigns" tabs, use the same range of filters available from the “Campaigns” tab of individual AdWords accounts. 

Keep in mind

Just like in individual AdWords accounts, you can create filters for impression share, search funnels, and auction insights from your manager account’s “Campaigns” tab. However, if the filtered results include more than one account, we won’t display column totals.

How to create a filter

Here's how to create a filter:

  1. From the “Accounts” or "Campaigns" tab, click on the Filter drop-down menu and select Create a filter.
  2. In the panel that appears, click the drop-down menus to choose the conditions for your filter. Available options depend on which statistics table you're viewing. A few notes:
    • For filters related to cost, select the currency for the accounts you want to filter. You’ll only see filtered results for these accounts.
    • You can specify multiple restrictions within a single filter. Click Add another to add a restriction. To remove a restriction, click the X next to it.
    • To save the filter you've created for later use, select the Save filter checkbox. The filter will now be available as a drop-down on the Filter button. It will remain saved in the manager account, even if the scope of accounts is changed.
  3. Click Add another if you want to add an additional filter.
  4. When you’re ready, click Apply.

Using filters for accounts with multiple currencies

Filters for columns based on currency, such as “Cost” or “Avg. CPC,” can only be created across accounts that share the same currency. When creating a filter, you’ll first need to choose from a list of available currencies (derived from the accounts linked to the manager account). The filtered results will include only accounts with currencies that match what was selected. Results from any other accounts won’t be included.

Example

Let’s say a manager account has 3 managed accounts with total costs as follows:

  • Account A: Cost = USD 500
  • Account B: Cost =USD 300
  • Account C: Cost = EUR 1200
You create a filter for USD greater than $100. The filtered results show:
  • Account A: Cost = USD 500
  • Account B: Cost =USD 300
If you create a filter for EUR greater than 100, the filtered results show:
  • Account C: EUR 1200

 

Here's how to create a filter:

  1. From the “Performance” tab, click on the arrow portion of the Filter button and select Create a filter.
  2. Click the Client drop-down menu and hover the category of filter you want, ConversionsPerformance, or Account information. Then choose the filter type.
  3. For filters related to cost, select the currency for the accounts you want to filter. You’ll only see filtered results for these accounts.
  4. Click Add another if you want to add an additional filter.
  5. When you’re ready, click Apply.

Using segments to organize your manager account data

Just like in an individual AdWords account, you can apply segments to performance data across all of your managed accounts and campaigns, and those managed by sub-manager accounts.

You can access segments from your manager account’s “Campaigns” tab. Just click the Segment drop-down menu and select the option you want to segment by, such as “Network,” “Click type,” or “Device.”

Manage your performance reports

You can create, download, and manage account-level and campaign-level performance reports across all of your managed accounts, including those linked to sub-manager accounts, or just the accounts you choose. Then you can schedule the reports to be emailed to the users you specify.

Download campaign-level reports

From your manager account’s Campaigns tab, you can download campaign-level reports across all of your managed accounts, or just the accounts you choose, using the download buttonDownload button, just like you do in individual AdWords accounts. Your manager account has access to the same campaign-related columns as individual AdWords accounts, as well as columns for “Account name” and “Account labels.”

Here's how to download performance reports from your manager account's "Campaigns" tab.

  1. Sign in to your manager account at https://adwords.google.com.
  2. Click the Campaigns tab.
  3. Make sure that the table contains the date range, columns, filters, and segments you'd like to include in your report. Segments that you've applied to the data in the table show up in your report as columns.
  4. Click Download buttonin the toolbar above the table to open the download panel.
  5. Use the "Format" drop-down to select the file type for your report.
  6. Click Download.

Create and manage reports from the "Reports" tab

Use your manager account's Reports tab to create, manage, and schedule reports for all the accounts you manage. We’ll store all of your scheduled reports and up to 100 non-scheduled reports and display them on the "Reports" tab. This total doesn't count against the number of reports you can store in your individual managed accounts' report center. Once you reach the limit, new reports will replace the old reports.

Here's how to create a report from the "Reports" tab:

  1. From the Reports tab of your manager account, click +Create report. From there, you’ll be able to customize your report using the options described below.
  2. Once you’ve made all of your selections, click Create to generate your report.

Here are all of your options for creating your report:

Report types

You can create performance reports for the following areas:

Ad extensions reports:

  • App extension performance
  • Call extension performance
  • Offer extension performance
  • Sitelinks extension performance
  • Location extension performance
  • Campaign-level ad extension performance
  • Callout extension performance
  • Review extension performance

Dimensions reports:

  • Destination URL performance
  • Geographic performance
  • User locations performance
  • Search term performance
  • Paid and organic performance
  • Free clicks performance
  • Call details performance

Display network reports:

  • Topic performance
  • Automatic placement performance (URL)
  • Automatic placement performance (domain)
  • Managed placement performance (URL)
  • Managed placement performance (domain)

Other reports:

  • Account performance
  • Campaign performance
  • Ad group performance
  • Ad performance
  • Keyword performance
  • Audience performance
  • Auto target performance
  • Video campaign performance
  • Campaign details
  • Ad group details
Report formats

You can download your reports in any of the following formats:

  • Excel .csv
  • .csv
  • .tsv
  • .xml
  • .csv.gz
  • .pdf
  • .xml.gz
Date range

Choose to run your report from a group of pre-selected date ranges, or select “Custom” to set your own date range. Use the “Compared to” drop-down menu to run a report that compares two different date ranges.

Segments

Apply segments to your reports in much the same way as you do in your managed accounts. Click Add segment to begin, then select the option you want to segment by, such as “Network,” “Click type,” or “Device.”

Accounts and campaigns

You can choose to have your reports display data for all of your managed accounts and campaigns, or just the accounts and campaigns you choose.

  • “All accounts and campaigns” - Select this option to shows data for all of your managed accounts and their campaigns.
  • “Select accounts and campaigns” - Choose this option to pick the specific managed accounts and campaigns you want included in this report. You can use the search feature to locate specific accounts and campaign. Click + next to the account name to see campaigns. Click Add next to the accounts or campaigns you want to include in this report.
  • “Account labels” - Choose accounts by their account labels. Click Add next to the labels you want included in this report.
Columns

Each type of report has its own set of default columns. You can choose “Default columns for this report type” to see just these default columns, or choose “Select columns” to choose the specific columns you want to see. You’ll be able to view different categories of columns from the “Level of detail” drop-down menu below the “Columns” radio button choices. If you choose to save your set of columns, they will remain saved in the manager account, even if the scope of accounts is changed.

Keep in mind

  • When displaying data for multiple accounts with more than one currency, we won’t show totals in cost columns such as “Budget,” “Cost,” “Avg. CPC,” and columns related to conversion values.
  • When displaying data for multiple accounts, we won’t show totals for columns related to competitive metrics, such as impression share, or search funnels.

Select Level of detail from the drop-down to see these column options related to account information:

  • Client name
  • Company name
  • Customer ID (default)
  • Ad group

Select Attributes from the drop-down to see these column options:

  • Time zone
  • Currency
  • Ad group state
  • Campaign state
  • Keyword state
  • Status
  • Match type
  • Quality score
  • Est. first page bid
  • Est. top page bid
  • Max CPC
  • Max vCPM
  • Destination URL
  • Labels

Select Performance from the drop-down to see these column options:

  • Clicks (default)
  • Impressions (default)
  • Invalid clicks
  • Invalid clicks rate
  • CTR (default)
  • Avg. CPC (default)
  • Avg. vCPM (default)
  • Search impression share
  • Search exact match impression share
  • Search lost impression share (rank)
  • Search lost impression share (budget)
  • Display impression share
  • Display lost impression share (rank)
  • Display lost impression share (budget)
  • Cost (default)
  • Average position (default)
  • Bounce rate
  • Avg. page views
  • Avg. time on site
  • % New Sessions

Select Conversions from the drop-down to see these column options:

  • Converted clicks
  • Click conversion rate
  • Cost/converted click
  • Conversions
  • Conversion rate
  • Cost / conversions
  • View-through conversions
  • View-through conversion rate
  • Total conversion value
  • Value / converted click
  • Value / conversions
  • Conversion value / cost
  • Conversion value / click
  • Sales conversions
  • Sales conversion value
  • Leads conversions
  • Leads conversion value
  • Sign-up conversions
  • Sign-up conversion value
  • Page view conversion value
  • Page view conversions
  • Other conversions
  • Other conversion value
  • Estimated total conversions
  • Cost / estimated total conversions
  • Estimated total conversion rate
  • Estimated total conversion value
  • Estimated total conversion value /cost
  • Value / estimated total conversions
  • Estimated total conversion value / click
  • Estimated cross-device conversions
Filters

Use filters to include only the data that interests you most in your report.

  1. Click the first drop-down menu, go to the type of filter you want (Conversions, Performance, Attributes, Level of Detail, Network), and select an option from the list that appears to the right of the arrow.
  2. Choose the other filter options from the available drop-down menus.
  3. To create an additional filter for this report, click Add another and follow the steps above.
Email and schedule report

You can choose to have your report emailed to yourself or to other users on the manager account. Once you’ve clicked +Create report from the ”Reports” tab, click Email and schedule report, then choose from the following:

  • “No one (no emails needed)” - This is the default option; no emails will be sent.
  • “Only me” - The report will be sent to the email address for the manager who’s signed in to the manager account.
  • “All account users with access to view reports” - This report will be sent to any users on the manager account who are already granted access to view reports.
  • “Specific account users and me” - Choose the users on the manager account you want to receive the report.

Email access to reports is tied to user-access controls for your manager account. If you want to send the report to someone who doesn't sign in to your manager account directly, you’ll need to add them as an email-only user. Email-only users cannot log into your account; they can only receive account alerts, reports, and other notifications via email.

Here’s how to add an email-only user to your manager account:

  1. Click the gear icon in the top corner and select Account settings.
  2. Click Account access in the side navigation.
  3. Click +User.
  4. Enter their email address and name (optional).
  5. Click the Access level drop-down menu and select Email only access.

Schedule your report

You can choose to have the report emailed just once (this is the default) or set up a schedule. To create a schedule, click the drop-down menu and select how often you want the report to be sent to recipients you specified above.

Manage your reports

Once you’ve created a report, it’ll appear in the table on your “Reports” tab. The table shows you the settings for each report, when it was created, and by which user.

From the “Actions” column of this table, you also have the option to run or edit your report, or create another report that’s similar.

To run a report:

  1. Click Run in the “Actions” column of the report you want to run.
  2. Select an end date for the report.
  3. Click Run.

To edit a report:

  1. Click Edit in the “Actions” column of the report you want to change.
  2. Make your changes to any of the options in the “Edit report” window.
  3. When you’re ready, click Save.

To create a report that’s similar to an existing report:

  1. Click Create similar in the “Actions” column of the report you want to use as the basis for your new report.
  2. The “Download and schedule report” window will show settings based on the report you selected. Make changes as needed to create your new report.
  3. Click Create.

Next steps

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