There are two ways to store data: in a flat file, where all the information is kept in one single file, and in a relational database, where the necessary information is stored in different datasets that are linked to each other. Flat files are more straightforward, and usually mean a single spreadsheet. But they are also inefficient and need to be updated manually.

The typical Google Ads reporting is done on flat files, exporting data from the account to spreadsheets. However, if you manage several accounts and have a tech-savvy background, you should consider doing it in a relational database. The way to do that is to use the Google Ads API, which will allow your database platform to interact directly with Google Ads.

To download data to your database solution, use the Reporting functionality of the API. You can use an XML-based or an AWQL-based report definition. With the Google Ads API, you can manage from reporting to bidding and programmatic advertisement. Get even more data linking your Google Ads and Google Analytics accounts.

Transform your Google Ads reporting experience in a relational database to get data more efficiently, making it easier to keep reports updated and to generate insights from your data.