Create a table of best or worst performers

If you want to slice the data in a table in an executive report to see only the best or worst performing campaigns, ad groups, keywords, and ads, you can create a table that isolates up to 100 rows of data so that you can determine how to replicate the best performance, and improve the worst.

How to view best or worst performers in a table

To view your best and worst performers in a table, segment the data by an item such as campaign, ad group, or keyword, and then select the Sort and limit rows option. In most cases, the sort order determines whether the table includes the best or worst performers.   

Best or worst performers are required with certain segments

You are required to specify whether a table includes your best or worst performers when you segment a table by ad groups, keywords, or ads. Otherwise the table would include an excessive amount of data.

1. Create a report or open an existing report:

   1. From the top navigation bar in DS, click Executive Reports.
   2. Click a report title.
2. Click Add chart below a page name and select Table.

3. Select a time range in the chart editor.

   For example, select Last quarter. Don't select the Compare to past checkbox.

   Note that relative time ranges, such as Last 7 days, start from the report's end date, which you can adjust as needed.

4. Optional. If you want to include totals in the table, select the Show totals checkbox.

5. If you want the table to display metrics only from specific campaigns, devices, or even keywords of a particular match type, or display certain metrics add a filter to the table.

   If you filter by sitelink or call, you can only segment the best or worst performers by agency, advertiser, account, sitelink or call.

6. Select a metric and optionally add other metrics. For example, select Impr and add Clicks, Cost, and ROAS.

   The name of the metrics display on the chart.

   Don't select the Show metrics as rows checkbox.

7. Choose one segment.

   The table will contain one row for each segment. For example, if you segment by agency, the chart contains one row for each type of engine account in the report scope.

   Tables with segmented data include a Total row that sums each column.

8. If you selected a segment that doesn’t require including only the best or worst performers, select the Sort and limit rows checkbox.

   If you selected a segment that requires that only the best or worst performers are included, the Sort and limit rows checkbox is automatically selected.

9. Next to Sort by, click the arrows to choose the column (metric) used to segment the table.

   The list includes only the metrics selected in the table. That is, if the table includes only two metrics, the Sort by list includes only two options.

10. To display only the top performers, next to Order, click Descending.

    To display only the bottom performers, next to Order, click Ascending.

    To display top for the CPC metric, click Ascending. To display the worst performers for the CPC metric, click Descending. Because CPC is a ratio, the best CPC is the lowest.

11. Next to row limit, click the number of rows that you want the table to include:

    • 10
    • 20
    • 50
    • 100
12. Add a title to the table.
13. Click Create
14. Optionally drag the table to a different location on the page.

Table settings and options that can be used when displaying best and worst performers