Create customized reports with the Report Editor

With the Report Editor, you can choose the data in your report and how it’s presented, sort and filter the data as you see fit, and pick from a variety of formats to download or email your reports. The Report Editor lets you customize reports with ease so you can focus on the data that matters most to you.

This article goes over the different tasks you’ll need to do in the Report Editor as you create and build your reports.

Before you begin

To use the Report Editor effectively, familiarize yourself with the Report Editor parts.


The new Google Ads experience is now the exclusive way for most users to manage their accounts. Note, automatic targeting is only available in the new Google Ads experience.

Create a report

  1. Sign in to your AdWords account.
  2. Click the Reports tab at the top of your account.
  3. Click the +Report drop-down menu at upper left. Choose Table, Line chart, Bar chart, Pie chart, or Scatter chart.
  4. Drag tiles onto the canvas and drop them in one of the blue highlighted areas. The shelf is automatically updated, and your data is displayed on the canvas.
  5. Now that your report has been created, you can start refining your analysis:
    • To rearrange tiles, just drag and drop them inside the shelf.
    • To change the date range for your report, use the date selector.
    • To remove a dimension or metric from your report, drag its tile off of the shelf.

You can also use the Report Editor to view and edit your saved reports. Learn how to open your saved reports

Sort table data

When you sort, nothing is removed or hidden from your table—it’s just reorganized. To sort a column, click the column header:

  • The first time you click the header, the column is sorted in ascending order.
  • The second time you click the header, the column is sorted in descending order.
Sorting multiple columns helps you organize your table to suit your needs. When sorting multiple columns, it’s important to remember that the order in which you sort the columns matters, so it can be helpful to think in terms of priorities. Try sorting the column with the least important information first, and the column with the most important information last. This way, the important data you sort last will be the primary sorting column.

Apply and remove filters

Applying a filter to your report hides data you don’t want to see. To see your hidden data again, just remove the filter.

There are two types of filters:

  • Report filters refine the dataset that is used to build your tables or charts. These filters are not affected by what tiles have been dragged on to the canvas, or what kind of table or chart you’re currently using to view your data. Use report filters when you want to explore a particular subset of your data. For example, you could use a report filter to view all your campaigns with the word “brand” in them, or focus on mobile traffic.
  • Table filters can be applied to specific columns in your table to filter out rows that don’t meet your specified criteria. If the column being filtered is removed from the table, the filter is removed as well. Use table filters when you want to focus your table on a particular set of rows. For example, you could use a table filter to hide all rows where impressions are less than 500. If you plan on converting your table to a chart, be aware that not all table filters can be transferred to your chart.


Suppose you'd like to see all of the keywords in your campaigns that have lots of mobile clicks. First you create a table that shows keywords and clicks. Then you apply a report filter that narrows your dataset down to mobile devices. Now your table shows the mobile clicks for your keywords. However, you realize that there are a lot of keywords that have no mobile clicks, and they are cluttering your view. So you go to the column header and apply a table filter that only shows rows that have more than 0 clicks.

Apply a report filter

  1. Click the filter button (filter icon) in the sidebar of the Report Editor.
  2. Choose the dimension you’d like to filter. The view expands to display filtering options.
  3. Create your filter.
    • Some report filters offer the option of selecting items from a list.
      selectable filter
    • Some report filters also offer the option for you to define the filter’s logic. For example, you could apply a report filter that only shows ad groups with 1000 or more mobile clicks.
      conditional filter
  4. When you’re finished creating your filter, click Apply. The filter is highlighted in yellow to show that it has been applied to your report.
  5. Repeat steps 2, 3, and 4 to add additional filters as needed.

To remove a report filter, click the close button (X) on the yellow highlighted dimension in the sidebar of the Report Editor.

Apply a table filter

  1. Click the triangle button (▼) in the column header. The table filter window is displayed.
  2. Create your filter.
    • If you’re applying a table filter to a metric, you’ll be able to define a logical condition to filter based on that metric.
      metric table filter
    • If you’re applying a filter to a dimension, you’ll be able to choose from a list.
      metric table filter
  3. Click Apply. The filter is added to the column and the logic is highlighted in yellow at the top of the column.

To remove a table filter, click the triangle button (▼) in the column header, then click Remove filter.

Use charts to visualize your data

The Report Editor allows you to view your data as a table, line chart, pie chart, bar chart, or scatter chart. Having multiple options for viewing data means you get to choose the most effective way to analyze and present your account’s statistics.

Format switching allows you to toggle between different reporting formats for the same data. To switch formats, select from one of the four options in the drop-down menu directly above the shelf.

format switching


Different charts can accommodate different kinds of data. When switching between reporting formats, you may be prompted to modify your dimensions and metrics in order to view your data in a particular chart. If you plan on converting your table to a chart, be aware that not all table filters can be transferred to charts.

Save and download a report

Save a report

While viewing your report as a table or a chart, you can save it by clicking either Save or Save as in the top right.

  • Use Save As to create a new saved report based on the current report.
  • Use Save to save your latest changes to your current report.

Your saved reports are easy to find. You’ll see them every time you click on the Reports tab. Simply click on any report to open it.

Download a report

Once you’ve created a report, you can download it by clicking the download button (download icon) in the toolbar. You can download your report in a number of formats, including .csv, .xml, and .pdf. 

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, opening a dashboard that has the report, or clicking “Create similar” for the report from the Reports tab.

Schedule and share a report

Within the Report Editor, you can set up your report to run at specific intervals, and schedule them to be emailed to you or other people who have access to your account.

  1. While viewing your report as a table or a chart, click the (calendar icon) icon above the shelf.
  2. If you haven’t saved the report already, you will be prompted to save the report before you can schedule it.
  3. In the drop-down form that appears, update the following settings:
    • Format: Choose to view your information in different formats (e.g., Excel or a .pdf file).
    • Send to: Email the report to yourself and/or others.
    • Frequency: Create an ongoing schedule to run the reports automatically.
      schedule report
  4. Click Apply.
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