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Create a report

You create a report in two ways. Build one with Create report on the Reports page. Or open a default report and choose Edit report to save your own copy. Both ways give a saved report for one Google Ads account. You can reopen and export it later.

A report shows one chart, table, or row of KPI cards from one data source. There are no report templates, and you do not write a question for the report.

Build a report​

  1. Click Reports in the sidebar.
  2. Click Create report.
  3. In Report name, type a name of up to 100 characters. The name is required.
  4. In Data source, choose one data source. The table below shows the options.
  5. In Chart type, choose a chart type that the data source allows.
  6. In Metrics, choose the metrics to show.
  7. If the builder shows Rows to show (or Series to show), set a number from 1 to 50.
  8. For a chart, use Display to turn Show legend and Show value labels on or off.
  9. Click Save report.
Data sourceChart types (default first)Metrics
KPI summaryKPI cardsAny of the nine campaign metrics
Performance over timeArea, BarUp to 4 of the nine campaign metrics
Campaign breakdownTable, Bar, Area, LineTable: all nine campaign metrics. Chart: 1 metric
Device breakdownPie, Donut, Bar, Area, Line, TableChart: 1 metric. Table: up to 4
Country breakdownBar, Area, Line, Pie, Donut, TableChart: 1 metric. Table: up to 4
Audience breakdownPie, Donut, Bar, Area, Line, TableChart: 1 metric. Table: up to 4
Conversion action breakdownBar, Area, Line, TableChart: 1 metric. Table: up to 2
Quality Score over timeLineQuality Score
Quality Score changesTableQuality Score

The nine campaign metrics are Cost, Impressions, Clicks, Conversions, Conversion value, CTR, Cost / click, Cost / conversion, and Conversion rate. Device, country, and audience breakdowns offer Cost, Impressions, Clicks, Conversions, and Conversion value. The conversion action breakdown offers All conversions and All conversion value. The two Quality Score data sources show when the Quality Score of your Search keywords changed. See Track Quality Score history.

Rows to show is on Campaign breakdown, Country breakdown, Audience breakdown, and Conversion action breakdown. It starts at 10. On a Line, Bar, or Area chart of a breakdown, the same setting is Series to show. KPI summary, Performance over time, and Device breakdown do not have this setting. KPI cards and tables do not have Display settings. Pie and donut charts do not have Show value labels.

The preview uses the filter bar​

The preview shows the report as you build it. The preview uses the date range, comparison, and filters at the top of the page. Hero Marketer does not save them with the report. When you open the report later, it uses the filter bar at that time.

On a chart over time, the Daily, Weekly, or Monthly picker at the top right of the chart is saved with the report. A chart over time is a Performance over time chart, a Quality Score over time chart, or a Line, Bar, or Area chart of a breakdown.

Start from a default report​

  1. Click Reports in the sidebar.
  2. Open a report that has the Default badge.
  3. Click Edit report. The report builder opens with the default report's settings.
  4. Change the settings that you want.
  5. Click Save report. Hero Marketer saves your own copy in the reports library.

See Default reports.

What happens after you save​

When you save, Hero Marketer opens the report page. If you started from a dashboard with Add report and Create report, Hero Marketer adds the new report to that dashboard. Then it returns you to the dashboard. See Customize your dashboard.

A saved report has an AI brief above the chart. A brief spends credits. Reports do not get a free brief. You can refresh the brief, edit it, and export the report as a PDF. The PDF export costs no credits, but you need a balance above 0. Reports built on KPI summary, Performance over time, or Campaign breakdown can also export a CSV. See Read and share a report.

Change a report​

  1. Open the report.
  2. Click Edit report.
  3. Make your changes.
  4. Click Update report.

When you update a report, even to rename it, Hero Marketer deletes its brief and your edits to the brief. A new brief spends credits. Only the report's author can edit a report.

Reports cover one account at a time​

Hero Marketer creates a report for the Google Ads account you have active. To report on a different account, switch accounts first, then create the report. One report cannot combine more than one Google Ads account.

What the report builder does not do​

  • No templates. You build each report from a data source, or you start from a default report.
  • No saved date range or scope. The date range, comparison, and campaign filters come from the filter bar each time you open the report.
  • No AI drafting. Hero AI does not build or edit saved reports. For a one-time written summary, ask Hero AI in chat.

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