The data in a report is provided in columns. You must specify all the data columns that you want to be contained in the report. Each different report request type also has a set of required columns. Although these columns are required, you must specify these columns in the Columns element of the report request object.

For example, a keyword performance report must contain the account name, campaign name, keyword, and time period columns, in addition to at least one of the following columns:

• Average cost-per-click
  
• Average position
  
• Clicks
  
• Click-through rate
  
• Impressions
  
• Spend
  

Although these columns are mandatory, you must specifically add them to the Columns element of the KeywordPerformanceReportRequest data object.

To determine which columns are required and which are optional for each report type, see one of the following topics:

• AccountPerformanceReportColumn Value Set
  
• AdDynamicTextPerformanceReportColumn Value Set
  
• AdGroupPerformanceReportColumn Value Set
  
• AdPerformanceReportColumn Value Set
  
• AgeGenderDemographicReportColumn Value Set
  
• BehavioralPerformanceReportColumn Value Set
  
• BehavioralTargetReportColumn Value Set
  
• BudgetSummaryReportColumn Value Set
  
• CampaignPerformanceReportColumn Value Set
  
• DestinationUrlPerformanceReportColumn Value Set
  
• KeywordPerformanceReportColumn Value Set
  
• MetroAreaDemographicReportColumn Value Set
  
• PublisherUsagePerformanceReportColumn Value Set
  
• SitePerformanceReportColumn Value Set
  

The order that the columns are contained in the Columns array is ignored by Microsoft adCenter. The columns will be contained in the report in the same order that they are contained in the Columns array.