How to create custom dashboards using the Adwords Reporting API?



Adwords provides a very powerful API to access its rich database. With DashThis‘s native integration of Adwords, it’s now easier than ever to create a great custom paid search dashboard!


The following standard KPIs are available from the Preset Widgets drop-down menu:

  • Average CPC
  • Average CPM
  • Average Position
  • Clicks
  • Conversion Rate
  • Conversions
  • Cost
  • Cost Per Conversion
  • CTR
  • Impressions
  • Remarketing List Size
  • Search Budget Lost Imp. Share
  • Search Impression Share
  • Top Ad Groups (Clicks)
  • Top Campaigns (Clicks)
  • Top Keywords with Quality Score
  • Total Average Ad Position


The available metrics and dimensions are:



  • Ad Clicks
  • Ad Cost
  • Ad Impressions
  • All Conversion Rate
  • All Conversion Value
  • All Conversions
  • Average Ad Position
  • Average Conversion Value
  • Average Conversion Value (All Conversions)
  • Click Assisted Conversions
  • Click Assisted Conversion Value
  • Click Assisted Conversions per Last Conversions
  • Click-Through-Rate (CTR)
  • Click Conversion Rate
  • Content Budget Lost Impression Share
  • Content Impression Share
  • Conversions
  • Conversion Rate
  • Conversion Value
  • Cost Per Click (CPC)
  • Cost Per Conversion
  • Cost per Conversion (All Conversions)
  • Cost Per Thousand Impressions (CPM)
  • Effective Revenue Share (ERS)
  • Effective Revenue Share (All Conversions)
  • Impression Assisted Conversions
  • Impression Assisted Conversion Value
  • Impression Assisted Conversions per Last Conversions
  • Phone Calls
  • Quality Score
  • Remarketing List Size
  • Return on Ad Spend (ROAS in $)
  • Return on Ad Spend (ROAS in %)
  • Return on Ad Spend in $ (All Conversions)
  • Return on Ad Spend in % (All Conversions)
  • Revenue per Click
  • ROI (Revenue vs Cost)
  • ROI (All Conversions)
  • Search Budget Lost Impression Share
  • Search Impression Share
  • Search Lost IS (rank)
  • Total Average Ad Position
  • Video Average Cost per View
  • Video Views
  • Video View Rate
  • Video Quartile 25 Rate
  • Video Quartile 50 Rate
  • Video Quartile 75 Rate
  • Video Quartile 100 Rate
  • View-Through Conversions



  • Ad (Headline)
  • Ad Group
  • Ad Group Status
  • Ad Network
  • Campaign
  • Campaign Status
  • Click Type
  • Conversion Name
  • Country
  • Device
  • Display Keyword
  • Goal Name
  • Keyword
  • Keyword Match Type
  • Keyword Status
  • Label Name
  • Name
  • Remarketing List Name


One thing to note: when you create widgets using the Custom Widgets menu, you may have to add an additional filter (Report Type). This is because of how AdWords reports the data in their API.

The following link can help you figure out what each type means:


You can also link your Google AdWords account with your Google Analytics account. More details on this here: