Customize tables and charts

The best way to spot opportunities for your business is to regularly review your performance data. With dynamic tables and charts, you can examine account-wide trends, or find the answers to specific questions about how customers are interacting with your ads.

In this article, you’ll learn how to customize your tables and charts to review the data that matters most to your business and to manage your account with greater ease, speed, and clarity.

Before you begin

To get started, consider your Google Ads goals and decide which statistics are most important for measuring progress toward those goals. Those will be the statistics you’ll highlight in your customized tables and charts. Learn What to track based on your advertising goals.


The new Google Ads experience is now the exclusive way for most users to manage their accounts. If you’re still using the previous AdWords experience, choose Previous below. Learn more

How to add or remove columns

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:

How to 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 appear in the "Modify columns" drop-down menu when you return to that reporting tab.

How to use pre-defined column sets

If you’re viewing data for a single campaign or for multiple campaigns of the same type, you can use pre-defined column sets. These columns sets make it easier to see the most relevant columns for a given campaign type. Learn how to add pre-defined column sets.

Use columns to sort your data

You can click any column name in your table 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.

How to 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.

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

See how to segment your data

The segments you can choose vary depending on which table you’re viewing (keyword, ad group, or campaign).

Here are 2 examples of how to use segments to gain insights:

  1. To determine whether mobile or computers give you a better ROI, segment your keywords by device. Then you might choose to adjust your bids accordingly.
  2. To isolate patterns in an ad group’s performance, segment your table by time (day, week, or day of week, month, quarter, or year). If you find that your ads perform best on a particular day of the week, then you may choose to modify your bids to boost that pattern.

For more details on segmenting your data, read how to use segments in your tables.

How to filter 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

For more details on filtering your data, read how to filter your view of performance data.

How to view or hide removed items

You can hide or show 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. Hide removed items: click the first button on the toolbar and select All but removed.
  2. Show removed items: click the first button on the toolbar and select All to see all enabled, paused, and removed items.
  3. Show only enabled items: For the campaign and ad group tables, you can also select All enabled to see only active items.
Filter campaigns

How to view performance summary graphs and compare metrics

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.)

To compare two metrics click the drop-down menus just above the graph on the left and select the metric you’re interested in. For example, to see the performance of a particular keyword, you could choose to view impressions and clicks at the same time.

To compare two date ranges for the metrics select “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.

How to download your report

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 icon in the toolbar.


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