Google Ads has two ways for how to collect data from their platform, the “Adwords API” and the “Google Ads API”

Google recommends their users to use their old “Adwords API”, but they are currently working on a new API, the “Google Ads API”, which is in Beta. However, all new features released by Google Ads are only accessible via the Google Ads API. Therefore Funnel users can now choose which API to use.

The main difference between the APIs is which Campaign types and Ad types that can be collected. Most types can be collected by both APIs but some types can only be collected by one or the other (see details below). If you don’t know what types you use, you are probably fine by not choosing the new Google Ads API.

Currently, the Google Ads API can only be chosen with standard report, shopping report or non-aggregatable metrics. Please note that not all options are available when choosing google ads. We are gradually adding support for more options.

Please be aware that the Google Ads API is in Beta and there will be changes both to the API and to our integration against it.

Differences between types in the APIs (as of June 2020)

Campaign Types / Advertising Channel Types

Campaign Types that can be collected from both APIs

  • Search
  • Display
  • Shopping
  • Video
  • Multi channel

Campaign Types that can be collected only by the Google Ads API

  • Hotel
  • Local
  • Smart

Campaign Types that can be collected only by the Adwords API

  • Express

Advertising Channel Subtypes

Advertising Channel Subtypes that can be collected from both APIs

  • Search mobile app
  • Display mobile app
  • Search express
  • Display express
  • Display smart campaign
  • Display gmail ad

Advertising Channel Subtypes that can be collected from both APIs but with a name change

Advertising Channel Subtypes that can be collected only by the Google Ads API

  • App campaign
  • App campaign for engagement
  • Local
  • Shopping comparison listing ads
  • Shopping smart ads
  • Unknown
  • Unspecified
  • Video action
  • Video non-skippable
  • Video Outstream

Advertising Channel Subtypes that can be collected only by the Adwords API

  • Shopping Goal Optimised

Ad Group Types

Ad Group Types that can be collected from both APIs

  • Display Standard
  • Hotel Ads
  • Search Dynamic Ads
  • Search Standard
  • Shopping Product Ads
  • Video Bumper
  • Video Non Skippable In Stream
  • Video True View In Display
  • Video True View In Stream

Ad Types Group Types that can be collected from both APIs but with a name change

Adwords API              | Google Ads API
-------------------------+---------------------
Goal-optimised shopping | Shopping Smart Ads

Ad Group Types that can be collected only by the Google Ads API

  • Promoted Hotel Ads
  • Shopping Comparison Listing Ads
  • Video Outstream
  • Video Responsive

Ad Group Types that can be collected only by the Adwords API

  • Display Engagement
  • Shopping Showcase Ads

Ad Types

Ad Types that can be collected from both APIs

  • Call Only Ad
  • Expanded Dynamic Search Ad
  • Expanded Text Ad
  • Gmail Ad
  • Image Ad
  • Responsive Display Ad
  • Responsive Search Ad
  • Text Ad

Ad Types that can be collected from both APIs but with a name change

Ad Types that can be collected only by the Google Ads API

  • Hotel ad
  • Video ad
  • Legacy responsive display ad
  • Legacy app install ad
  • App engagement ad
  • Shopping Comparison Listing ad
  • Video responsive ad

Ad Types that can be collected only by the Adwords API

  • Deprecated Ad
  • Dynamic Search Ad
  • Showcase Ad
  • Third Party Redirect Ad (Rich Media Ad)

Other known quirks

  • More decimals on some metrics, for example on the “Absolute Top Impressions” metric.
  • The name format of some types are different in the APIs. For example in the Adwords API, the Ad Type “Text Ad” is written as “TEXT_AD” in the Google Ads API.
  • Discovery campaigns can’t be collected properly by any of the APIs.
  • The “Display Upload Ad” in the Google Ads API only replaces some “Template Ads” in the Adwords API.

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