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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