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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.

This article explains the different ways you can monitor your accounts’ performance from different pages in your manager account. If you want to learn more about reports for manager accounts, read Create and schedule performance reports from your manager account.
 

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*Bear 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, bear 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 aggregate statistics.

View data on the “Performance” tab

On your manager account’s “Performance” tab, you'll find many of the same statistics columns that you have in a single account. Some columns appear by default, while others need to be added by clicking on 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 that 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 that you manage, and for 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 appear by default, while others need to be added 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 that you choose
  • Easily change your view to see just the accounts that 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 that you see on the “Campaigns” tab.

Bear 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 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. 

Bear 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 on 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 that 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 that you've created for later use, select the Save filter tick box. The filter will now be available as a drop-down menu on the Filter button. It will remain saved in the manager account, even if the scope of accounts is changed.
  3. Click on Add another if you want to add an additional filter.
  4. When you’re ready, click on 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 that a manager account has 3 managed accounts with total costs as follows:

  • Account A: Cost = GBP 500
  • Account B: Cost = GBP 300
  • Account C: Cost = EUR 1200

You create a filter for GBP greater than £100. The filtered results show:

  • Account A: Cost = GBP 500
  • Account B: Cost = GBP 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 on the Client drop-down menu and hover over the category of filter that you want, Conversions, Performance or Account information. Then choose the filter type.
  3. For filters related to cost, select the currency for the accounts that you want to filter. You’ll only see filtered results for these accounts.
  4. Click on Add another if you want to add an additional filter.
  5. When you’re ready, click on Apply.

Using segments to organise 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 on the Segment drop-down menu and select the option you want to segment by, such as “Network”, “Click type” or “Device”.

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