The AdWords API is no longer supported. Use the Google Ads API instead.

Access Levels & Permissible Use

Stay organized with collections Save and categorize content based on your preferences.

Each AdWords API developer token is assigned an access level and "permissible use". The access level determines whether you can affect production accounts and the number of operations that you can execute daily. Permissible use determines the specific AdWords API features that the developer token is allowed to use.

Access levels

There are three different access levels listed in order in the table. If you do not already have AdWords API access, you can start by signing up to obtain test account access. You can increase the access level by completing additional application instructions.

Access level Can access... Daily operational limit Daily report request limit Apply
Test account access Test accounts 10,000 operations / day 1,000 requests / day Instructions
Basic access Test and production accounts 10,000 operations / day 1,000 requests / day Instructions
Standard access Test and production accounts Unlimited operations / day Unlimited requests / day Instructions

Read on to learn more about the different access levels in detail.

Test account access

Once you complete the initial signup for the AdWords API, you will be issued a developer token with the test account access level. This means that the developer token can only make AdWords API requests against test accounts.

Applying for test account access

Simply complete the AdWords API sign up within the Google Ads UI and you will automatically be granted the test account access level.

Basic access

Basic access allows the developer token to make AdWords API requests against both test accounts and production accounts. Production accounts are any accounts that serve real, live Google ads (test accounts do not serve ads).

Basic access level allows the developer token to execute up to 10,000 operations per day, and download up to 1,000 reports per day. This is sufficient for most developers.

For the number of operations consumed in a request, check the operations response header.

Applying for Basic access

If you currently have a test account access level developer token and you would like to apply for production account access, please fill out the basic access application form. Make sure you have followed these simple steps:

  1. Ensure that you already have a developer token with test account access level.
  2. Ensure that the API Contact Email in the AdWords API center is up-to-date. You will not be able to complete the application process without a valid, regularly checked Developer Contact Email. Ensure you have linked all of your active Google Ads accounts to the manager account with the API token.

Standard access

Standard access allows the developer token to execute an unlimited number of operations and report requests per day. Standard access level will only be granted to developers who require unlimited AdWords API operations (typically large companies or tools which serve many users).

Applying for Standard access

If you currently have basic access level and you would like to apply for unlimited AdWords API operations, fill out the standard access application form.

If your tool is external, please be prepared to provide demo log-in access to your tool. Note that your tool must comply with the Required Minimum Functionality.

Permissible use

Permissible use only applies to Basic Access and Standard Access tokens. Permissible use is allocated based on intended use of the AdWords API. These permissions determine what features of the API a token can be used for, as elaborated in the table below.

Following is a list of permissible uses:

Permissible Use Description
Ad creation / management Provide access to all services of the API for creating and managing Google Ads campaigns, ad groups, ads, and keywords.
Reporting Only make calls to the report service (i.e. read-only calls). This is for developers who only use the API to pull reports.
Researching keywords Allow the token to access TargetingIdeaService and TrafficEstimatorService. This is only used by tools requiring keyword suggestions or traffic to help facilitate the creation and management of Google Ads campaigns.

Changing permissible use

If you have been approved for either the basic access or standard access level, you can fill out our application to update permissible use. Please fill out the application if you would like to update your permissible use, or if you grant your clients access to your tool.