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Design guidelines for ads reporting APIs
Design guidelines for ads reporting APIs

Learn how we like the APIs we integrate with to be designed

Sven Hamberg avatar
Written by Sven Hamberg
Updated over a week ago

The following are guidelines for designing a reporting API, based on Funnel’s experience from integrating a large number of advertising platforms. Please note that they are guidelines and not strict requirements for Funnel to integrate ads reporting data.

Technical preferences

  • REST, or another simple HTTP protocol for requesting data.

  • HTTPS for secure transport

  • Appropriate HTTPS status codes for “not found”, “forbidden”, “internal error” etc

  • An “access token” unique for each customer/account to secure data access 

  • JSON formatted data for metadata and statistics

Data considerations

  • Account metadata endpoint returning Account ID, Account Name or similar. Including Created Date, Permission Level and Timezone also improves the end user experience.

  • Endpoint for listing account or user specific entities (eg. custom dimensions and metrics)

  • Reporting endpoint that delivers statistics per day

  • Parameters to select dimensions to group on (e.g campaign, site, category)

  • Parameters to select metrics

  • Parameters to select date range

  • Expose currency on appropriate level (customer/ad account, or campaign if currency can vary by campaign)

Other requests

  • API credentials easily accessible to the customer from GUI

  • Simple documentation of endpoints and expected data format

  • Documentation of quotas and data stability (how far back data has to be reloaded to ensure full accuracy)

  • Technical support contact info

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