報表

影片：觀看 2019 年飯店廣告報表講座

您可以使用 Google Ads API 設計查詢，以取得所需的飯店廣告報表。接著就能將這些查詢整合至用戶端應用程式。

先備知識

飯店廣告基本查詢

請參閱這些查詢範例，熟悉 Google Ads API for 飯店廣告報表的使用方式。

取得點擊指標

下列查詢範例會傳回飯店成效資料檢視的點擊次數。

SELECT metrics.clicks
FROM hotel_performance_view

查詢結果應該會如下所示：

{
  "results": [
    {
      "metrics": {
        "clicks": "78090"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/1234567890/hotelPerformanceView"
      }
    }
  ],
  "totalResultsCount": "1",
  "fieldMask": "metrics.clicks"
}

取得區隔點擊指標

以下查詢飯店成效資料檢視範例，獲取點擊次數並依飯店 ID 區隔結果。

SELECT
  segments.partner_hotel_id,
  metrics.clicks
FROM hotel_performance_view

查詢結果應該會與下方 JSON 字串類似。系統會按照 partnerHotelID 區隔點擊，因此同一個 HotelPerformanceView 會傳回兩個以上的物件。

{
  "results": [
    {
      "metrics": {
        "clicks": "7055"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/1234567890/hotelPerformanceView"
      },
      "segments": {
        "partnerHotelId": "1111"
      }
    },
    {
      "metrics": {
        "clicks": "3047"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/1234567890/hotelPerformanceView"
      },
      "segments": {
        "partnerHotelId": "1112"
      }
    },
    ...
  ]
}

取得廣告群組指標

以下查詢範例廣告群組會獲得過去 30 天內的曝光和點擊，並按日期區隔。

SELECT
  campaign.name,
  campaign.status,
  ad_group.name,
  segments.date,
  metrics.impressions,
  metrics.clicks
FROM ad_group
WHERE ad_group.type = HOTEL_ADS
  AND segments.date DURING LAST_30_DAYS

查詢結果應該會與下方 JSON 字串類似。系統只會針對符合 WHERE 子句條件的指標篩選回應。日期欄位會填入 30 天期間內涵蓋的最後一個日期。

{
  "results": [
    {
      "campaign": {
        "resourceName": "customers/123456789/campaigns/23456789",
        "name": "test campaign",
        "status": "ENABLED"
      },
      "adGroup": {
        "resourceName": "customers/123456789/adGroups/11111111",
        "name": "test adgroup"
      },
      "metrics": {
        "clicks": "91",
        "impressions": "5145"
      },
      "segments": {
        "date": "2020-05-10"
      }
    }
  ]
}

取得已啟用的廣告群組廣告

下列廣告群組廣告查詢範例會取得要放送的廣告群組。 廣告群組廣告、廣告群組和廣告活動都必須全部啟用，廣告群組才能放送。

SELECT
  ad_group.id,
  ad_group.name,
  ad_group.status,
  campaign.name,
  campaign.status,
  ad_group_ad.status
FROM ad_group_ad
WHERE ad_group_ad.status = ENABLED
  AND campaign.status = ENABLED
  AND ad_group.status = ENABLED

查詢結果應該會與下方 JSON 字串類似。

{
  "results": [
    {
      "campaign": {
        "resourceName": "customers/123456789/campaigns/23456789",
        "name": "test campaign",
        "status": "ENABLED"
      },
      "adGroup": {
        "resourceName": "customers/123456789/adGroups/111111111111",
        "id": "106121857411",
        "name": "test adgroup",
        "status": "ENABLED"
      },
      "adGroupAd": {
        "resourceName": "customers/123456789/adGroupAds/111111111111~33333333333",
        "status": "ENABLED",
        "ad": {
          "resourceName": "customers/123456789/ads/77777777777"
        }
      }
    }
  ]
}

飯店廣告報表的實用資料檢視

在先前的飯店廣告報表 API 中，您可以擷取特定報表，例如成效報表。在 Google Ads API 中，這類資料會以個別的 *_view 資源 (例如 hotel_performance_view 和 hotel_group_view) 表示。本節說明對飯店廣告報表來說實用的 *_view 資源。您也可以查詢範例。

請注意，每項 *_view 資源都有特定的資源欄位、區隔和指標。建構查詢前，請先參閱相關 *_view 資源的說明文件。

飯店群組檢視畫面

飯店群組檢視畫面是一種條件檢視畫面，可用於擷取飯店群組特定條件類型的指標。

以下查詢範例查詢飯店群組資料檢視，在整個飯店商家資訊群組樹狀結構 (包含根節點 (「所有飯店」) 中，每間飯店獲得的點擊。

SELECT
  metrics.clicks,
  ad_group_criterion.listing_group.case_value.hotel_id.value
FROM hotel_group_view

查詢結果應該會與下方 JSON 字串類似。由於 case_value 未定義根節點 (「所有飯店」)，因此第一列代表「所有飯店」商家資訊群組的指標，第二列則代表「其他」子項商家資訊群組的指標。

{
  "results": [
    {
      "metrics": {
        "clicks": "5"
      },
      "adGroupCriterion": {
        "resourceName": "customers/1234567890/adGroupCriteria/22222222222~111111111111"
      },
      "hotelGroupView": {
        "resourceName": "customers/1234567890/hotelGroupViews/22222222222~111111111111"
      }
    },
    {
      "metrics": {
        "clicks": "0"
      },
      "adGroupCriterion": {
        "resourceName": "customers/1234567890/adGroupCriteria/22222222222~111111111112"
        "listingGroup": {
          "caseValue": {
            "hotelId": {
            }
          }
        }
      },
      "hotelGroupView": {
        "resourceName": "customers/1234567890/hotelGroupViews/22222222222~111111111112"
      }
    },
    {
      "metrics": {
        "clicks": "3"
      },
      "adGroupCriterion": {
        "resourceName": "customers/1234567890/adGroupCriteria/22222222222~111111111113"
        "listingGroup": {
          "caseValue": {
            "hotelId": {
              "value": "11111111111111111"
              }
            }
          }
        }
      },
      "hotelGroupView": {
        "resourceName": "customers/1234567890/hotelGroupViews/22222222222~111111111113"
      }
    },
    {
      "metrics": {
        "clicks": "2"
      },
      "adGroupCriterion": {
        "resourceName": "customers/1234567890/adGroupCriteria/22222222222~111111111114"
        "listingGroup": {
          "caseValue": {
            "hotelId": {
              "value": "11111111111111112"
              }
            }
          }
        }
      },
      "hotelGroupView": {
        "resourceName": "customers/1234567890/hotelGroupViews/22222222222~111111111114"
      }
    },
  ]
}

飯店成效資料檢視

如要使用非飯店群組的資料擷取飯店成效指標，即使以飯店 ID 為基礎，也十分適合使用飯店成效檢視畫面。

以下查詢飯店成效資料檢視範例，獲取點擊次數並依飯店 ID 區隔結果。

SELECT
  segments.partner_hotel_id,
  metrics.clicks
FROM hotel_performance_view

查詢結果應該會與下方 JSON 字串類似。系統會按照 partner_hotel_id 劃分點擊，因此同一個飯店成效檢視畫面可以傳回兩個以上的物件。

{
  "results": [
    {
      "metrics": {
        "clicks": "7055"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/1234567890/hotelPerformanceView"
      },
      "segments": {
        "partnerHotelId": "1111"
      }
    },
    {
      "metrics": {
        "clicks": "3047"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/1234567890/hotelPerformanceView"
      },
      "segments": {
        "partnerHotelId": "1112"
      }
    },
    ...
  ]
}

廣告群組目標對象檢視

如果您想擷取附加在廣告群組層級的目標對象成效指標，廣告群組目標對象檢視就非常實用。

請注意，這個檢視畫面涵蓋各類廣告活動，而不只是飯店廣告活動。此檢視畫面也能依 hotel_date_selection_type 區隔結果，能指出飯店日期是使用者選取，還是 Google 搜尋設定的預設日期。如果您依 hotel_date_selection_type 進行區隔，系統只會傳回飯店廣告活動的結果。

下列查詢會傳回每個 ad_group_criterion.user_list.user_list 一個資料列。

SELECT
  ad_group.id,
  campaign.id,
  ad_group_criterion.user_list.user_list,
  segments.device,
  segments.hotel_date_selection_type,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions,
  metrics.all_conversions_value
FROM ad_group_audience_view

查詢結果應該會與下方 JSON 字串類似。

{
  "results": [
    {
      "campaign": {
        "resourceName": "customers/123456789/campaigns/23456789",
        "id": "23456789"
      },
      "metrics": {
        "clicks": "0",
        "conversions": "0",
        "costMicros": "0",
        "impressions": "3",
        "allConversionsValue": "0"
      },
      "adGroupCriterion": {
        "resourceName": "customers/123456789/adGroupCriteria/23456789~789456",
        "userList": {
          "userList": "customers/123456789/userLists/456789"
        }
      },
      "adGroupAudienceView": {
        "resourceName": "customers/8005193609/adGroupAudienceViews/23456789~789456"
      },
      "segments": {
        "device": "TABLET",
        "hotelDateSelectionType": "USER_SELECTED"
      }
    }
  ]
}

廣告活動目標對象資料檢視

如果您想擷取廣告活動層級附加目標對象的成效指標，廣告活動目標對象資料檢視就非常實用。

請注意，這個檢視畫面涵蓋各類廣告活動，而不只是飯店廣告活動。此檢視畫面也能依 hotel_date_selection_type 區隔結果，能指出飯店日期是使用者選取，還是 Google 搜尋設定的預設日期。如果您依 hotel_date_selection_type 進行區隔，系統只會傳回飯店廣告活動的結果。

下列查詢會傳回每個 campaign_criterion.user_list.user_list 一個資料列。

SELECT
  campaign.id,
  campaign_criterion.user_list.user_list,
  segments.device,
  segments.hotel_date_selection_type,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions,
  metrics.all_conversions_value
FROM campaign_audience_view

查詢結果應該會與下方 JSON 字串類似。

{
  "results": [
    {
      "campaign": {
        "resourceName": "customers/123456789/campaigns/23456789",
        "id": "23456789"
      },
      "metrics": {
        "clicks": "0",
        "conversions": "0",
        "costMicros": "0",
        "impressions": "3",
        "allConversionsValue": "0"
      },
      "campaignCriterion": {
        "resourceName": "customers/123456789/campaignCriteria/23456789~789456",
        "userList": {
          "userList": "customers/123456789/userLists/456789"
        }
      },
      "campaignAudienceView": {
        "resourceName": "customers/8005193609/campaignAudienceViews/23456789~789456"
      },
      "segments": {
        "device": "TABLET",
        "hotelDateSelectionType": "USER_SELECTED"
      }
    }
  ]
}

飯店廣告的實用報表

本節提供幾種專為飯店廣告設計的實用報表。

成效報表

這些查詢會使用飯店成效檢視畫面取得成效資料。

hotel_performance_view 可讓您使用 campaign 資源區隔指標。舉例來說，您可以使用 campaign.id 欄位，按廣告活動取得成效指標。

效能

查詢範例：

SELECT
  segments.hotel_center_id,
  segments.device,
  segments.partner_hotel_id,
  segments.hotel_check_in_day_of_week,
  segments.hotel_date_selection_type,
  segments.hotel_length_of_stay,
  segments.hotel_booking_window_days,
  metrics.search_top_impression_share,
  metrics.search_absolute_top_impression_share,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions,
  metrics.all_conversions_value,
  metrics.search_impression_share
FROM hotel_performance_view

JSON 回應範例：

{
  "results": [
    {
      "campaign": {
        "resourceName": "customers/123456789/campaigns/23456789"
      },
      "metrics": {
        "clicks": "0",
        "conversions": "0.0",
        "costMicros": "0",
        "impressions": "0",
        "searchImpressionShare": "0.0999",
        "searchAbsoluteTopImpressionShare": "0.0999",
        "searchTopImpressionShare": "0.0999",
        "allConversionsValue": "1"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/123456789/hotelPerformanceView"
      },
      "segments": {
        "device": "DESKTOP",
        "hotelBookingWindowDays": "3",
        "hotelCenterId": "1234",
        "hotelCheckInDayOfWeek": "MONDAY",
        "hotelDateSelectionType": "USER_SELECTED",
        "hotelLengthOfStay": "4",
        "partnerHotelId": "123"
      }
    },
    {
      "campaign": {
        "resourceName": "customers/123456789/campaigns/23456789"
      },
      "metrics": {
        "clicks": "0",
        "conversions": "0.0",
        "costMicros": "0",
        "impressions": "1",
        "searchImpressionShare": "1.0",
        "searchAbsoluteTopImpressionShare": "0.0999",
        "searchTopImpressionShare": "1.0",
        "allConversionsValue": "1"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/123456789/hotelPerformanceView"
      },
      "segments": {
        "device": "DESKTOP",
        "hotelBookingWindowDays": "3",
        "hotelCenterId": "1234",
        "hotelCheckInDayOfWeek": "MONDAY",
        "hotelDateSelectionType": "USER_SELECTED",
        "hotelLengthOfStay": "4",
        "partnerHotelId": "123"
      }
    }
  ]
}

點擊類型成效

查詢範例：

SELECT
  segments.click_type,
  segments.hotel_center_id,
  segments.device,
  segments.partner_hotel_id,
  segments.hotel_check_in_day_of_week,
  segments.hotel_date_selection_type,
  segments.hotel_length_of_stay,
  segments.hotel_booking_window_days,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions,
  metrics.all_conversions_value
FROM hotel_performance_view

JSON 回應範例：

{
  "results": [
    {
      "campaign": {
        "resourceName": "customers/123456789/campaigns/23456789"
    },
      "metrics": {
        "clicks": "0",
        "conversions": "0.0",
        "costMicros": "0",
        "impressions": "1",
        "allConversionsValue": "0.0"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/123456789/hotelPerformanceView"
      },
      "segments": {
        "device": "DESKTOP",
        "hotelBookingWindowDays": "0",
        "hotelCenterId": "1234",
        "hotelCheckInDayOfWeek": "TUESDAY",
        "hotelDateSelectionType": "USER_SELECTED",
        "hotelLengthOfStay": "4",
        "partnerHotelId": "123",
        "clickType": "HOTEL_PRICE"
      }
    },
    {
      "campaign": {
        "resourceName": "customers/123456789/campaigns/23456789"
      },
      "metrics": {
        "clicks": "1",
        "conversions": "0.0",
        "costMicros": "0",
        "impressions": "1",
        "allConversionsValue": "0.0"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/123456789/hotelPerformanceView"
      },
      "segments": {
        "device": "DESKTOP",
        "hotelBookingWindowDays": "0",
        "hotelCenterId": "1234",
        "hotelCheckInDayOfWeek": "TUESDAY",
        "hotelDateSelectionType": "USER_SELECTED",
        "hotelLengthOfStay": "4",
        "partnerHotelId": "12345",
        "clickType": "HOTEL_PRICE"
      }
    }
  ]
}

條件式費率成效報表

下列查詢會依照以下條件區隔成效指標：

  • campaign
  • hotel_center_id
  • hotel_country
  • hotel_rate_rule_id
  • hotel_rate_type
  • device
  • partner_hotel_id

如需類型說明，請參閱 HotelRateType。

查詢中可以包含多個區隔；不過，傳回的資料列數量會因額外區隔而大幅增加。

SELECT
  campaign.id,
  segments.hotel_center_id,
  segments.hotel_country,
  segments.hotel_rate_rule_id,
  segments.hotel_rate_type,
  segments.device,
  segments.partner_hotel_id,
  metrics.search_top_impression_share,
  metrics.search_absolute_top_impression_share,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions
FROM hotel_performance_view

查詢結果應該會與下方 JSON 字串類似。

{
  "results": [
    {
      "campaign": {
        "resourceName": "customers/123456789/campaigns/23456789",
        "id": "23456789"
      },
      "metrics": {
        "clicks": "1",
        "conversions": "0.0",
        "costMicros": "0",
        "impressions": "24",
        "searchAbsoluteTopImpressionShare": "0.0999",
        "searchTopImpressionShare": "0.17073170731707318"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/123456789/hotelPerformanceView"
      },
      "segments": {
        "device": "TABLET",
        "hotelCenterId": "1234",
        "partnerHotelId": "123",
        "hotelRateRuleId": "desktop",
        "hotelRateType": "PUBLIC_RATE"
      }
    },
    {
      "campaign": {
        "resourceName": "customers/123456789/campaigns/23456789",
        "id": "23456789"
      },
      "metrics": {
        "clicks": "107",
        "conversions": "0.0",
        "costMicros": "0",
        "impressions": "1668",
        "searchAbsoluteTopImpressionShare": "0.0999",
        "searchTopImpressionShare": "0.3581201665675193"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/123456789/hotelPerformanceView"
      },
      "segments": {
        "device": "TABLET",
        "hotelCenterId": "1234",
        "partnerHotelId": "1235",
        "hotelRateRuleId": "desktop",
        "hotelRateType": "PUBLIC_RATE"
      }
    }
  ]
}

價格競爭力報表

您可以查看同一飯店行程中，自己的價格與競爭對手價格的比較資訊。

查詢範例：

SELECT
  segments.hotel_center_id,
  segments.partner_hotel_id,
  segments.hotel_price_bucket,
  metrics.hotel_average_lead_value_micros,
  metrics.hotel_price_difference_percentage
FROM hotel_performance_view

JSON 回應範例：

{
  "results": [
    {
      "metrics": {
        "hotelAverageLeadValueMicros": "96416341.829268292",
        "hotelPriceDifferencePercentage": "-0.014627310872986811"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/123456789/hotelPerformanceView"
      },
      "segments": {
        "hotelCenterId": "1234",
        "partnerHotelId": "123",
        "hotelPriceBucket": "LOWEST_TIED"
      }
    }
  ]
}

平均預訂價格報表

您可以取得計算飯店平均預訂價格 (all_conversions_value 除以 conversions) 所需的資料。

查詢範例：

SELECT
  segments.hotel_center_id,
  segments.partner_hotel_id,
  segments.hotel_price_bucket,
  metrics.all_conversions_value,
  metrics.conversions
FROM hotel_performance_view

JSON 回應範例：

{
  "results": [
    {
      "metrics": {
        "allConversionsValue": "123.5",
        "conversions": "1"
      },
      "hotelPerformanceView": {
        "resourceName": "customers/123456789/hotelPerformanceView"
      },
      "segments": {
        "hotelCenterId": "1234",
        "partnerHotelId": "123",
        "hotelPriceBucket": "LOWEST_TIED"
      }
    }
  ]
}

目標對象報表

目標對象報表會顯示 Google Ads 目標對象名單中的出價調節係數成效。如需目標對象報表的範例，請參閱廣告群組目標對象檢視和廣告活動目標對象檢視畫面中的範例查詢。

飯店對帳報表

飯店對帳報表包含飯店預訂資料與廣告客戶記錄對帳的轉換資訊。您可以透過大量上傳功能上傳資料，讓 Google 瞭解哪些預訂已取消或已完成。這份報表中的主要資料欄如下：

使用者介面欄 API 欄 說明
訂房價值 metrics.value_per_conversions_by_conversion_date 代碼回報的轉換價值
轉換日期 segments.date 預訂日期
佣金費率 metrics.hotel_commission_rate_micros 您為廣告曝光出價的訂房價值百分比
佣金費用

如果為 status == RECONCILED 或 CANCELED，這個值可以計算為 metrics.hotel_commission_rate_micros * hotel_reconciliation.reconciled_value_micros。在所有其他情況下，您可以從 metrics.hotel_expected_commission_cost 資料欄取得這個值，或以 metrics.hotel_commission_rate_micros * metrics.value_per_conversions_by_conversion_date 計算

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