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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。

必要條件

瞭解如何產生報表並查詢適用於一般情況。
瞭解如何查詢不同資源。

飯店廣告基本查詢

查看這些查詢範例，瞭解如何熟悉 Google Ads API for Hotel 廣告報表。

取得點擊指標

下列查詢範例會傳回飯店廣告帶來的點擊次數成效資料檢視

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

下列查詢範例適用於飯店成效資料檢視，獲取點擊次數和區隔以飯店 ID 劃分的結果

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，因此可包含兩個以上的物件查看同一個 HotelPerformanceView 的結果

{
  "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

下方範例廣告群組查詢透過最近 30 天 (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 子句的指標篩選回應條件。日期欄位會填入過去 30 天內的最後日期。

{
  "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必須一併放送，才能放送任何廣告群組。全部都會啟用

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，這類資料是以個別 *_view 資源表示，例如 hotel_performance_view 和 hotel_group_view。本節會說明要部署的 *_view 資源協助飯店廣告報表您也可以查詢範例。

請注意，每項 *_view 資源都有特定的資源欄位、區隔和指標。請參閱該 *_view 資源的說明文件即可建構查詢

飯店群組檢視畫面

飯店群組檢視畫面是一項條件資料檢視)，因此適合擷取指標特定條件類型的飯店群組

以下查詢範例針對飯店群組觀看次數，為下列其中的每間飯店帶來點擊次數：整個飯店商家資訊群組樹狀結構 (含根節點) 的商家資訊群組 (「所有飯店」)。

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」)，因此會第一列代表「所有飯店」的指標商家資訊第二列則代表下層商家資訊群組的指標代表「其他」

{
  "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

飯店成效資料檢視：想要使用尚未取得的資料擷取到飯店群組的廣告 (即使是以飯店 ID 為依據的子群組)。

下列查詢範例適用於飯店成效資料檢視，獲取點擊次數和區隔以飯店 ID 劃分的結果

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。點擊次數是依照 partner_hotel_id 劃分，因此可以有兩個以上的物件針對相同的飯店成效資料檢視傳回的值

{
  "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

廣告群組目標對象資料檢視方便您使用想針對附加至廣告群組的目標對象擷取成效指標第二，自訂角色只能套用至專案或機構

請注意，這裡是各類廣告活動 (而非只有飯店) 的一般資料檢視廣告活動。這個檢視也能用來劃分結果 hotel_date_selection_type，可用於指定飯店日期預設日期，或是 Google 搜尋的預設日期。如果您按hotel_date_selection_type區隔，只有飯店廣告活動的成效。

以下查詢會傳回每一列 ad_group_criterion.user_list.user_list。

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

廣告活動目標對象資料檢視方便您使用想為廣告活動中附加的目標對象擷取成效指標第二，自訂角色只能套用至專案或機構

以下查詢會傳回每一列 campaign_criterion.user_list.user_list。

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

這個部分提供幾項專為飯店業者設計的實用報表廣告。

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 資源來區隔指標。舉例來說，您可以使用 campaign.id 欄位取得效能指標。

成效

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

請參閱 HotelRateType 以及類型說明

查詢中可包含多個區隔；但傳回的數量加入額外區隔後，列數可能會大幅增加。

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

方便你深入瞭解自家價格與競爭對手的價格的相同的飯店行程

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

你可以取得計算平均預訂價格所需的資料 (all_conversions_value 除以 conversions) 的飯店。

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 目標對像出價調節係數的成效清單。如需目標對象報表的範例，請參閱「廣告群組」中的查詢範例目標對象檢視和廣告活動目標對象檢視畫面：

飯店對帳報表

飯店對帳報表包含能夠與廣告客戶對飯店預訂資料進行對帳的轉換資訊。您可以透過大量上傳功能上傳資料，讓 Google 知道已取消或完成預訂這份報表中的主要資料欄為如下：

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 `status == RECONCILED` 或 `CANCELED`，則值可以計算為 `metrics.hotel_commission_rate_micros * hotel_reconciliation.reconciled_value_micros`在其他情況下您可以從 `metrics.hotel_expected_commission_cost` 欄，或計算方式為 `metrics.hotel_commission_rate_micros * metrics.value_per_conversions_by_conversion_date`	您預計或已支付房客入住的金額

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