Scripts for Reporting
Is reporting using scripts necessary? A very good question, particularly when considering you can already create a report by downloading AdWords data into Excel and subsequently pivoting or segmenting from there. The real power of reporting using scripts however, comes from the ability to automate this entire process including the successive data manipulation. This can be a hugely effective time saver, especially when reporting is required on a regular basis.
The first step is using a script to automatically pull your data into a Google Sheet. More information on creating scripts can be found here. Within the script you specify the dimensions and metrics you want to pull alongside the time frame.
Below is an example of what the raw data might look like when pulled into a Google Sheet. In this example, we have a few metrics and a label column. The labels have been manually added in the interface and will be used to group our data together by location.
We can then select the data above and pull it into a pivot table (see pivot table below). I have chosen to pivot the data by the Label which will allow us to segment by each location's performance.
Pivot tables created from the raw data (pulled from a script) simultaneously update with this raw data. This provides us with a method of reporting that will update automatically and prevents the need to pull data from the interface constantly. This whole process can be very useful if you find yourself frequently reporting on the same dimensions.
Overall, reporting using scripts is a great way to automate your reporting and ultimately free up some of your time. Time which can be used to investigate useful insights from your data. The Google Sheet can also be shared so others have the data available at their fingertips.