Create and manage reports from the "Insights & reports" page

Reports help you view, organize, and analyze your data. Reports allow you to place large amounts of data into multi-dimensional tables, charts, and customizable dashboards so you can visualize meaningful patterns and trends.

In this article, you’ll learn how to create and save reports, how to open your saved reports, and how to schedule reports to be emailed to you and others who have access to your account.


How to open a predefined report

To save you time, Google Ads comes with “predefined reports”, a set of ready-made reports to answer specific questions about your data. You can use predefined reports as a starting point for a new saved report that you can edit, schedule, and share.

To open a predefined report:

  1. Sign in to your Google Ads account.
  2. Click Campaigns Campaigns Icon, and then Insights & reports
  3. Click Report editor.
  4. Under "Predefined reports (dimensions)," select and open the report you'd like to see. To view the full list of predefined reports, select View all.
Note: As a manager account (MCC) user, you can manage campaigns more efficiently by creating, editing, saving, and applying reports to specific child accounts or across all campaigns. You can also create and view reports anywhere along the path of a manager account to a child account level, and specify where you’d like your reports to be saved.


You can add or remove columns from a predefined report. To be able to view a predefined report you’ve customized at a later time, click "Save" to save the report.

Predefined reports for manager accounts

If you have a Google Ads manager account, any predefined report you open includes the following additional columns: “Account” and the “Customer ID” associated with the account.

You’ll also find an additional predefined report, the “Account” report, in manager accounts. This report contains information from your “Account” page.

How to create a report

If you want to fully customize the data that appears in a report, you can create a report from scratch. Unlike a predefined report, when you create a standard report, you’ll need to use the Report Editor tool to choose which columns, rows, and values to include in the report and in which type of table or chart they’re presented. Learn how to create reports in the Report Editor.

How to manage your reports

Insights & reports allows you easy access to your saved reports. Your reports are visible to everyone with access to your account. You have the option of seeing all reports, or only those reports that you created. Any of these reports can be edited, saved, scheduled, and shared.

Saved reports that you haven’t accessed in over 18 months are automatically removed from your account. You can access a report by opening or downloading it, or by opening a dashboard that has the report.

How to open a saved report

  1. Sign in to your Google Ads account.
  2. Click Campaigns Campaigns Icon, and then Insights & reports
  3. Click Report editor.
  4. All saved reports are listed by default. To view the reports that you created, click the 3-dot icon in the area under "Reports," then click Show your reports only.
  5. Find the report you want to view, then click the title to open it.

Note: For now, reports that you’ve saved while downloading them from pages other than the Report Editor won’t function the same way as the reports you’ve created in the Report Editor. Some of these reports will open on the page from which they were downloaded, while others will be available for download only.

How to schedule report emails

You can send a one-time email of your reports or schedule reports to be emailed to you and other people who have access to your account at specific intervals.

Note: Reports for individual accounts begin running at 3 a.m in your designated time zone. Reports for accounts without a designated time zone begin running at 3 a.m Pacific Time.
  1. Sign in to your Google Ads account.
  2. Click Campaigns Campaigns Icon, and then Insights & reports
  3. Click Report editor.
  4. Find and open the report you want to view, and then click the email and schedule icon Clock.
  5. Complete the following settings:
    1. Select one or more account users to send the report to.
    2. Choose the frequency (examples: daily, weekly) that the reports are sent and in what format (examples: CSV, XML).
  6. Click Save.
  7. To edit a saved schedule, complete the following steps:
    1. Click the email and schedule icon Clock.
    2. Click the pencil icon Edit and change the settings.
    3. Click Save.

How to view hierarchical tables and charts

You can view the hierarchical data by using tree tables and chart drilldowns in Google Ads Report Editor. There’s no restrictions on the number of rows and columns. Downloaded reports for a hierarchical table would be the same as that of a flat table.

How to create hierarchical tables

  1. Sign in to your Google Ads account. 
  2. Click Campaigns Campaigns Icon, and then Insights & reports
  3. Click Report editor.
  4. Click Custom and select Tree table.
  5. Add details by dragging and dropping elements into the row section (for example, you can add “Campaign”, “Ad group”, “Search Keyword”, “Search keyword match type” and “Keyword max CPC”).
  6. Add metrics like “Clicks” and “Impr.” (impressions) to the column section.
  7. You can click Save or Add to the dashboard.

For hierarchical tables (tree tables) and hierarchical charts (chart drilldown), you would have to drag and drop the chips onto the selection panel to create the hierarchy.

In Google Ads, Account > Campaign > Ad group is a hierarchical structure that holds good for most of the campaigns, except for Performance Max where the hierarchy is Account > Campaign > Asset Groups.

  • If you add “Campaign” in a hierarchical table or chart, you can drill down on the table or the chart to view “Ad group” automatically, instead of adding them to the selection panel.
  • Similarly for the manager account use-case, you can add “Account” to enable a default drilldown to “Campaign” and to “Ad group” subsequently.
  • This default behavior is only enabled if there is no user-specified hierarchy in the selection panel.
  • You can click on any campaign to drill down. For example, if you are looking at a bar chart, you can click on the bar associated with the campaign to drill down.
  • You can click on any ad group to further filter down to a specific ad group, and view the campaign’s previous condition.
  • Keep in mind that drilldown state won't be persisted in a saved report.

Chart drilldowns are similar to hierarchical tables in a way that you can create similar drill down behavior on charts. The chart types that support hierarchy include bar, column, and pie charts. There is no limit on dimensions to be added to these chart types. Chart pagination reports can span multiple pages since pagination is now offered in charts.

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