AdDynamicTextPerformanceReportColumn Value Set
Defines the attributes and performance statistics columns that you can include in the AdDynamicTextPerformanceReportRequest.
The attribute columns that you include in a report affects the values within the statistics columns as well as the number or rows. For more information, see Columns that Group the Data.
For a list of columns that you must include, please see the Required Columns section below.
<xs:simpleType name="AdDynamicTextPerformanceReportColumn"> <xs:restriction base="xs:string"> <xs:enumeration value="AccountName"/> <xs:enumeration value="AccountId"/> <xs:enumeration value="AccountNumber"/> <xs:enumeration value="TimePeriod"/> <xs:enumeration value="AdGroupName"/> <xs:enumeration value="AdGroupId"/> <xs:enumeration value="Keyword"/> <xs:enumeration value="AdId"/> <xs:enumeration value="AdTitle"/> <xs:enumeration value="AdType"/> <xs:enumeration value="DestinationUrl"/> <xs:enumeration value="Param1"/> <xs:enumeration value="Param2"/> <xs:enumeration value="Param3"/> <xs:enumeration value="CurrencyCode"/> <xs:enumeration value="AdDistribution"/> <xs:enumeration value="Impressions"/> <xs:enumeration value="Clicks"/> <xs:enumeration value="Ctr"/> <xs:enumeration value="AverageCpc"/> <xs:enumeration value="Spend"/> <xs:enumeration value="AveragePosition"/> <xs:enumeration value="Conversions"/> <xs:enumeration value="ConversionRate"/> <xs:enumeration value="CostPerConversion"/> <xs:enumeration value="AverageCpm"/> <xs:enumeration value="PricingModel"/> <xs:enumeration value="DeviceType"/> <xs:enumeration value="Language"/> </xs:restriction> </xs:simpleType>
Values
Value  Description  

AccountId  The Id element of an Account.  
AccountName  The Name element of an Account.  
AccountNumber  The Number element of an Account.  
AdDistribution  The AdDistribution element of an AdGroup.  
AdGroupName  The Name element of an AdGroup.  
AdGroupId  The Id element of an AdGroup.  
AdTitle  
AdType  The Type element of a MobileAd, ProductAd, or TextAd, which is inherited from the Ad base object.  
AverageCpc  The average cost per click (CPC). The total cost of all clicks on an ad divided by the number of clicks. This is the average amount you're actually charged each time your ad is clicked. For example, if you paid a total of 48.35 for 300 clicks, your average CPC is 0.16. The formula for calculating the average CPC is (Spend /Clicks).  
AverageCpm  The average of the costperthousand impressions of the ads. The value will be 0 (zero) if the corresponding ad groups do not specify the Content ad distribution medium or if the customer does not belong to the CPM pilot program.  
AveragePosition  The average position of the ad on a webpage.  
Clicks  The number of times that the ads in the account were clicked.  
ConversionRate  The conversion rate as a percentage. The number of conversions, divided by the total number of clicks. For example, if the ads in your campaign got 300 clicks and four conversions, the conversion rate is 1.33 (%). The formula for calculating the conversion rate is (Conversions / Clicks) * 100.  
Conversions  The number of conversions. A conversion is the completion of an action by a customer after viewing your ad. The action could be purchasing your product, registering for your webinar, joining an organization, or whatever you consider your goal and best measure of the ad's success.  
CostPerConversion  The cost per conversion. The formula for calculating the cost per conversion is (Spend / Conversions). Only ads in campaigns that enable conversion tracking contribute to the conversion number, so unless all campaigns in the account enable conversion tracking, the number will not be accurate.  
Ctr  The clickthrough rate (CTR) is the number of times an ad was clicked, divided by the number of times the ad was shown (impressions). For example, if your ads got 50 clicks given 2,348 impressions, your CTR is 2.13 (%). The formula for calculating CTR is (Clicks / Impressions) * 100.  
CurrencyCode  The CurrencyType element of an Account.  
DestinationUrl  The DestinationUrl element of the TextAd, MobileAd, Keyword, or BiddableAdGroupCriterion. If the destination URL contains dynamic text substitution parameters (for example, {param1}), the report will contain the URL after substitution occurs.  
DeviceType  The DeviceName element of a DeviceOSTargetBid. The type of device which showed ads. For possible values, see the DeviceTypeReportFilter value set.
 
Impressions  The number of times an ad has been displayed on search results pages. Without impressions there are no clicks or conversions.  
Keyword  The Text element of a Keyword.  
Language  The Language element of an AdGroup.  
Param1  The Param1 element of a Keyword or BiddableAdGroupCriterion. The first dynamic substitution parameter. For more information, see Dynamic Text Substitution.  
Param2  The Param2 element of a Keyword or BiddableAdGroupCriterion. The second dynamic substitution parameter. For more information, see Dynamic Text Substitution.  
Param3  The Param3 element of a Keyword or BiddableAdGroupCriterion. The third dynamic substitution parameter. For more information, see Dynamic Text Substitution.  
PricingModel  The PricingModel element of an AdGroup. Possible values include Cost per click and Cost per 1000 impressions.  
Spend  The cost per click (CPC) summed for each click.  
TimePeriod  The time period of each report row.

Required Columns
The report must include the following columns.
Column  

AdTitle  
DestinationURL  
Param1  
Param2  
Param3  
TimePeriod

The report must also include one or more of the performance statistics columns available with this value set. For more information, see Report Attributes and Performance Statistics.