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What data can I get from the New Search Ads 360 connector?
What data can I get from the New Search Ads 360 connector?
Tobias Modig avatar
Written by Tobias Modig
Updated this week

New vs old Search Ads 360 connector

Since early 2024, SA360 has had two APIs for Search Ads 360 (SA360). In this article we will call them "new" and "old". The same goes when you connect a new source in Funnel. "Search Ads 360" will create a connection using the old SA360 API while "New Search Ads 360" will use the new API.

The old API will be shut down on June 30th 2024. Funnel will continue to support the old API as long as it is available. When SA360 removes it, Funnel will no longer be able to fetch data from the API but data that is already downloaded to Funnel will still be available.

Moving from the old SA360 to the new SA360

Unfortunately, it is not technically possible to migrate sources from the old to the new API in Funnel. Therefore, you will need to connect a new source if you want Funnel to continue downloading data after SA360 closes down the old API.

Data level

In the old SA360 connector it was possible to connect data sources on Advertiser or Engine Account level. A source connected on Advertiser level would fetch data for all Engine Accounts connected to that advertiser.
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The new API is based on SA360's new account hierarchy described by the image below:

Due to limitations in the new API it is no longer possible to connect sources on a higher level (manager account or sub-manager account level). All sources must be connected on the lowest level (client account level). This means that one Advertiser source in the old connector might have to be replaced by multiple sources in the new SA360 connector.

Custom Columns

There are two types of custom columns; Custom formula columns and Custom Floodlight variables. Funnel currently only imports Custom formula columns, but we intend to support Custom Floodlight variables in the near future. Custom dimensions are not supported.

Custom columns belong to either the sub-manager or a Client account. Funnel reports on Custom columns that belong to either the Client account connected in Funnel or its sub-manager. Custom columns that are available in the SA360 UI but are owned by some other sub-manager will not be downloaded.

Other differences

SA360 renamed/removed some fields in the new SA360 APIs. All available fields are listed under "Dimensions and Metrics".

Overview

Aggregatable vs non-aggregatable metrics

When connecting SA360, you can select Regular or Non-aggregatable metrics. Non-aggregatable are metrics that can not be summed over days and/or dimensions thus they will be imported as metrics that represent non-summable rows, read more here:
โ€‹What are non aggregatable metrics?
Note: The non-aggregatable report doesn't support saved columns.

Reports

  • Campaign (also available as a non-aggregatable report)

  • Ad Group (also available as a non-aggregatable report)

  • Keyword

  • Ad

  • Conversion

  • Shopping Performance View

The Report field dictates the granularity of your report. Metric totals can sometimes differ between different levels, the same can be true if you segment by Device or not (this works exactly like it does in the Search Ads 360 UI). If you select the keyword level you would have to compare it to the keyword tab in the Search Ads 360 UI.

Additional Segments

  • Device

  • Conversion Action

  • Conversion Action Name

  • Historical Quality Score

Please note that not all segments are available for all reports.

Historical Data

Two years of historical data will be downloaded when you connect a new source, which is the maximum allowed by the SA360 API.

Dimensions and Metrics

Each report contains a unique setup with dimensions and metrics listed below. Please note that if you add an additional segment when you connect the report, that segment will show up as a dimension in Funnel.

Campaign Report

Dimensions

  • Account Type

  • Campaign

  • Campaign ID

  • Campaign Labels

  • Customer ID

  • Customer Name

  • Geo Targets

  • Manager Customer ID

Metrics

  • All Conversion

  • All Conversions Value

  • Client Account Conversion Value

  • Client Account Conversions

  • Client Account View-through Conversions

  • Cross-device Conversions

  • Cross-device Conversions Value

Non-aggregatable Campaign Report

Dimensions

  • Account Type

  • Campaign

  • Campaign ID

  • Customer ID

  • Customer Name

  • Historical Quality Score

Metrics

  • Search Absolute Top Impression Share

  • Search Budget Lost Impression Share

  • Search Budget Lost Top Impression Share

  • Search Exact Match Impression Share

  • Search Impression Share

  • Search Rank Lost Absolute Impression Share

  • Search Rank Lost Impression Share

  • Search Rank Lost Top Impression Share

Ad group Report

Dimensions

  • Account Type

  • Ad group

  • Ad group Engine ID

  • Ad group ID

  • Ad group Labels

  • Ad group Type

  • Bidding Strategy ID

  • Bidding Strategy Name

  • Campaign

  • Campaign engine ID

  • Campaign ID

  • Customer ID

  • Customer Name

  • Geo Targets

  • Manager Customer ID

Metrics

  • All Conversion

  • All Conversions Value

  • Client Account Conversion Value

  • Client Account Conversions

  • Client Account View-through Conversions

  • Cross-device Conversions

  • Cross-device Conversions Value

Non-aggregatable Ad group Report

Dimensions

  • Account Type

  • Ad group

  • Ad group ID

  • Ad group Type

  • Campaign

  • Campaign ID

  • Customer ID

  • Customer Name

  • Historical Quality Score

Metrics

  • Search Absolute Top Impression Share

  • Search Budget Lost Impression Share

  • Search Budget Lost Top Impression Share

  • Search Exact Match Impression Share

  • Search Impression Share

  • Search Rank Lost Absolute Impression Share

  • Search Rank Lost Impression Share

  • Search Rank Lost Top Impression Share

Keyword Report

Dimensions

  • Account Type

  • Ad group

  • Ad group ID

  • Ad group type

  • Campaign

  • Campaign ID

  • Customer ID

  • Customer Name

  • Effective keyword max CPC

  • Keyword ID

  • Keyword labels

  • Keyword match type

  • Keyword text

  • Manager Customer ID

Metrics

  • All Conversion

  • All Conversions Value

  • Average CPC

  • Clicks

  • Client Account Conversion Value

  • Client Account Conversions

  • Client Account View-through Conversions

  • Cost

  • Cross-device Conversions

  • Cross-device Conversions Value

  • Impressions

  • Visits

Ad Report

Dimensions

  • Account Type

  • Ad group

  • Ad group ID

  • Ad group type

  • Ad ID

  • Ad labels

  • Ad Type

  • Campaign

  • Campaign ID

  • Customer ID

  • Customer Name

  • Expanded Text Ad Description1

  • Expanded Text Ad Description2

  • Expanded Text Ad Headline

  • Expanded Text Ad Headline2

  • Final URLs

  • Geo Targets

  • Manager Customer ID

Metrics

  • All Conversion

  • All Conversions Value

  • Average CPC

  • Clicks

  • Client Account Conversion Value

  • Client Account Conversions

  • Client Account View-through Conversions

  • Cost

  • Cross-device Conversions

  • Cross-device Conversions Value

  • Impressions

  • Visits

Conversion Report

Dimensions

  • Account Type

  • Advertiser conversion ID

  • Campaign

  • Campaign ID

  • Conversion attribution type

  • Conversion ID

  • Conversion last modified timestamp

  • Conversion timestamp

  • Conversion visit external click ID

  • Customer ID

  • Customer Name

  • Device

  • Floodlight order ID

  • Keyword text

  • Manager Customer ID

  • Merchant ID

  • Product Country Code

Metric

  • Conversion quantity

Shopping Performance View Report

Dimensions

  • Account Type

  • Ad group

  • Ad group engine ID

  • Ad group ID

  • Ad group type

  • Campaign

  • Campaign engine ID

  • Campaign ID

  • Customer ID

  • Customer Name

  • Manager Customer ID

  • Product Bidding Category Level 1

  • Product Bidding Category Level 2

  • Product Bidding Category Level 3

  • Product Brand

  • Product Channel

  • Product Condition

  • Product Country

  • Product Country Code

  • Product Custom Attribute 0

  • Product Custom Attribute 1

  • Product Custom Attribute 2

  • Product Item ID

  • Product Title

  • Product Type Level 1

  • Product Type Level 2

  • Product Type Level 3

  • Product Type Level 4

Metrics

  • Average CPC

  • Clicks

  • Cost

  • Impressions

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