- What’s new
- About this guide
- Introduction
- Getting started
- Common tasks
- View data for another advertiser
- Edit settings directly within a row
- Customize data views
- About customizing data in campaign management views
- Manage default and custom views
- Ad hoc view settings
- Managing custom metrics
- Common navigation, editing, and selection tasks
- Tracking
- About tracking
- Click tracking
- Set up cookie-based click tracking
- When and how to generate click-tracking URLs
- Components of click-tracking URLs
- Standard formats for click-tracking URLs
- About click-tracking URL formats
- Click-tracking formats for Baidu
- Click-tracking formats for Google Ads
- Click-tracking formats for Microsoft Advertising
- Click-tracking formats for Naver
- Click-tracking formats for Yahoo! Display Network
- Click-tracking formats for Yahoo! Japan Ads
- Click-tracking formats for Yandex
- Optional tracking parameters for click-tracking URLs
- Standard formats for click-tracking URLs
- Adobe Advertising cookies (link)
- The AMO ID (s_kwcid) tracking parameter
- Conversion tracking
- Conversion tracking options
- Adobe Advertising conversion tracking
- About Adobe Advertising conversion-tracking tags
- Format of JavaScript conversion tracking tags version 3
- Format of JavaScript conversion tracking tags version 2
- Format of image conversion tracking tags
- The Adobe Advertising JavaScript conversion mapping tag
- FAQs about conversion and page view tracking tags
- Adobe Analytics conversion tracking
- Advertiser-tracked conversions using feeds
- FAQs about tracking
- Campaign management
- Introduction
- About campaign management in Search, Social, & Commerce
- Overview of implementing ad network accounts and campaigns
- Monitor and manage the performance of your ad network campaigns
- Google Ads conversion data in Search, Social, & Commerce
- Microsoft Advertising conversion data in Search, Social, & Commerce
- Setting up accounts
- Implement Naver tracking-only accounts
- Managing campaigns
- Options for managing ad network campaigns
- Managing data within the Campaigns > Campaigns views
- Create and edit campaign data in bulk using copy and paste
- Campaigns
- Ad groups
- Keywords
- Ads
- About ads
- Manage ads
- Ad settings by ad network
- Baidu text ad settings
- Google Ads call-only ad settings
- Google Ads expanded dynamic search ad settings
- Google Ads responsive search ad settings
- Microsoft Advertising expanded dynamic search ad settings
- Microsoft Advertising multimedia ad settings
- Microsoft Advertising product ad settings
- Microsoft Advertising responsive (audience) ad settings
- Microsoft Advertising responsive search ad settings
- Yandex text ad settings
- Product groups
- Placements
- Auto targets
- Audiences and audience targets
- Ad extensions
- Managing bulk data via bulksheets
- About managing campaign data using bulksheets
- Set up an FTP account for uploading bulksheets
- Download/Create a bulksheet file
- Validate landing pages in bulksheet files
- Export a generated or uploaded bulksheet file
- Upload a bulksheet file or corrected error file
- Post bulksheets or corrected error files
- Bulksheet errors
- Delete uploaded bulksheets and error files
- Stop a bulksheet job in progress
- Required/Included data in bulksheets
- Supported bulksheet file formats
- Operations you can perform in bulksheets
- Required bulksheet data for Baidu accounts
- Required bulksheet data for Google Ads accounts
- Required bulksheet data for Microsoft Advertising accounts
- Required bulksheet data for Naver accounts
- Bulksheet data for Yahoo! Display Network accounts
- Bulksheet data for Yahoo! Japan accounts
- Required bulksheet data for Yandex accounts
- Automating campaign data using inventory feeds
- Implementing campaigns and ads with unique workflows
- Manually synchronize ad network data
- Assign campaigns to a portfolio
- Remove campaigns from a portfolio
- Managing label classifications
- About label classifications
- Create a label classification
- Assign classification values to account components from campaign management views
- Assign classification values to account components using bulksheets
- Remove label classification values from account components
- Delete label classification values
- Delete label classifications
- Managing ad assets
- Best practices for search campaigns
- Maximum number of objects per ad network account
- FAQs about campaign management
- Introduction
- Insights and reports
- Advertising Insights
- Reports
- About reports
- The initial setup tasks for reports
- The data used for reports
- Managing reports
- Basic and advanced reports
- About basic and advanced reports
- Basic report formats
- The Ad Group Report
- The Ad Variation Report
- The Campaign Report
- The Campaign Hourly Report
- The Constraint Report
- The Keyword Report
- The Label Classification Report
- The Label Value Report
- The Network Constraint Report
- The Portfolio Report
- The Product Group Report
- The Search Engine Account Report
- The Search Engine Report
- Advanced report formats
- Generate a basic or advanced report
- Basic and advanced report settings
- Report columns for basic and advanced reports
- Assist reports
- Specialty reports
- About specialty reports
- Specialty report formats
- The AdWords and Bing Audience Target Report
- The AdWords Conversion Report
- The AdWords Geo Report
- The AdWords Search Query Report
- The AdWords Shopping Performance Report
- The Bing Ads Geo Report
- The Bing Ads Search Query Report
- The Campaign Daily Impression Share Report
- The Keyword Daily Impression Share Report
- The RSA Asset Report
- The MSA Ad Extension by Ad Report
- The MSA Ad Extension by Keyword Report
- The MSA Ad Extension Detail Report
- Generate a specialty report
- Specialty report settings
- Report columns for specialty reports
- Model accuracy reports
- Generate a report from an existing report
- Generate a report from a template
- Delete reports
- View or save a report
- Basic and advanced reports
- Automating reports
- Report templates
- Spreadsheet feeds
- About spreadsheet report feeds
- Create an Excel template for a spreadsheet report feed
- Create a spreadsheet report feed
- Edit spreadsheet report feed settings
- Manually refresh spreadsheet report feeds
- View or save a spreadsheet report feed file
- Delete spreadsheet report feeds
- Spreadsheet report feed settings
- FTP access to reports
- How attribution rules are calculated
- FAQs About Custom Reports
- Notifications
- Custom alerts
- View the Change History Report
- Recommendations and publisher insights
- Tools
- Administration
- About roles
- Manage credentials for ad network manager accounts
- Sync Adobe audiences
- Configuring data sources
- About syncing Google Analytics conversion metrics
- Prerequisites for configuring a Google Analytics data source
- Configure a Google Analytics view as a data source
- Edit a Google Analytics data source
- Pause syncing of a data source
- Reauthenticate a Google Analytics data source
- Google Analytics data source settings
- Appendix - Available Google Analytics metrics
- Managing an advertiser’s conversion metrics
- Get help
- Glossary
Ad Variation Report
The Ad Variation Report includes cost, click, and (optionally) conversion data for each applicable ad variation (creative) that received impressions in one or more ad groups. By default, the data includes one row for each applicable ad that received impressions for each time unit in the specified date range. The rows are in ascending order first by creative (ad) title and then by ad network by default.
You can optionally include advertiser-specific label classifications.
You can view data for the previous 36 months.
NOTE
Ad-level data isn’t available for Google Ads dynamic search ad (DSA), performance max, smart shopping, and YouTube campaigns. If you have those campaign types, then expect discrepancies between the total ad-level data for a campaign and the total data for the campaign.
Default columns
For descriptions of all default and custom columns, see “Report columns for basic and advanced reports.”
- Creative Title, Creative Title2 - Creative Title15
- Creative Name
- Creative Type
- Description1 - Description4
- Status
- Portfolio
- Search Engine
- Campaign
- Ad Group
- Start Date
- End Date
- Impressions
- Cost
- Clicks
- CPC
- Avg Position
- Display URL
- Impr. (Abs. Top) %
- Impr. (Top) %
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