View Search Ads 360 Natural Search data

In Report Builder, you can add natural search dimensions and metrics to Standard reports to gain visibility into traffic and conversions driven by natural (organic searches). You can filter on specific keywords by using operators to narrow the scope of your queries. Learn more about Search Ads 360 Natural Search

Natural search data is available from September 23, 2013 onward.

Enable natural search data

Natural search data is only available if you’re also a Search Ads 360 customer. You can test if you’re already enabled for Search Ads 360 by running an advertiser-level report. The resulting report should contain a default campaign titled “DART Search” (unless you’ve already renamed it).

Search Ads 360 Natural Search uses the Floodlight tag to track conversions and has options you can select that will de-duplicate data from display (Campaign Manager) and paid search (Search Ads 360) traffic. In order to use Search Ads 360 Natural Search and report on natural search data, you must be using Floodlight to track conversions.

You’ll also need to enable the following permissions:

  • Account level: Enable Search Ads 360
  • User role: View Search Query
Run a report containing natural search data

To add natural search data to your report:

  1. Select the Standard option from the drop-down when creating a new report in Report Builder.

  2. If you’d like to limit the amount of data that appears in the report, click Add filter and select the natural search dimension you’d like to filter on. The report header will include data for each result that matches the filter you selected, as well as metadata that lists the terms you entered and match types used. The following match types are available for filtering on natural search dimensions:

    • Equals: results match the exact string that you entered.

    • Starts with: includes all results that begin with the specified string.

    • Contains: includes all results that contain any occurrence of the string.

    • Wildcard: matches the string you entered, with zero or more instances of any character in the position of the wildcard (*).

  3. Select the metrics and dimensions you’d like to add to the report. See below for a full list of available natural search fields.

    Not all dimensions and metrics are compatible with one another. To run a report that contains natural search dimensions and metrics, you must first remove all of the default dimensions and the following display metrics that appear in Standard reports by default: impressions, clicks, and click rate.
  4. (Optional) View natural search data for individual activities by selecting the activities to add and the metrics to report on.

    Adding activity metrics pivots your report in such a way that it shows the same data, but the rows and columns are switched around. Each activity/metric combination will appear in its own column.

  5. (Optional) Schedule your report to run at a certain time.

  6. Click Run or Save.

Differences between Search Ads 360 and Campaign Manager Reporting

You may notice some discrepancies between Search Ads 360 and Campaign Manager Reporting data, which may be a result of the way that Search Ads 360 handles conversion counts, Floodlight instructions, uploaded conversions, or Campaign Manager conversion updates. To learn more, see Why don't Search Ads 360 conversion stats match Campaign Manager stats? in the Search Ads 360 Help Center.

Natural search data is only available for advertisers that are associated with Search Ads 360. If you include non-Search Ads 360 advertisers in a report, it will display “not set” for those advertisers for any dimensions that are associated with Search Ads 360.

If you add Search Ads 360 Natural Search data, you may notice that certain other fields become unavailable within the same report. Data for geographic and computer system targeting, Rich Media, and several other features is unavailable in Search Ads 360 Natural Search.

Available filters, dimensions, and metrics for natural search reports

Natural search filters

  • Natural Search Engine Country
  • Natural Search Engine Property
  • Natural Search Landing Page
  • Natural Search Landing Page Query String
  • Natural Search Processed Landing Page
  • Natural Search Processed Landing Page Query String
  • Natural Search Query

Natural search dimensions

  • Natural Search Engine Country
  • Natural Search Engine Property
  • Natural Search Landing Page
  • Natural Search Landing Page Query String
  • Natural Search Processed Landing Page
  • Natural Search Processed Landing Page Query String
  • Natural Search Query

Natural search metrics

  • Natural Search Clicks

Natural search conversions metrics

  • Natural Search Actions
  • Natural Search Revenue
  • Natural Search Transactions
  • Restrictions on metrics and dimensions

Not all dimensions and metrics are compatible with one another. The following chart is an overview of the different types of natural search and standard Reporting dimensions and metrics that you can add to the same report.

Dimension type Compatible metrics
Standard display (advertiser, date) All (Display, paid search, paid search conversion, natural search clicks, natural search conversion)
Natural search Natural search clicks, natural search conversion
Conversion (activity, activity group) Conversion, paid search conversion, natural search conversion
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