This page provides you with instructions on how to extract data from AdWords and analyze it in Power BI. (If the mechanics of extracting data from AdWords seem too complex or difficult to maintain, check out Stitch, which can do all the heavy lifting for you in just a few clicks.)
What is Google AdWords?
Google AdWords is a popular paid marketing tool. With AdWords, you set a budget, select keywords, and publish ads that appear on Google search results pages relevant to your keywords. AdWords collects data about campaigns that businesses can use to measure their effectiveness.
What is Power BI?
Power BI is Microsoft’s business intelligence offering. It's a powerful platform that includes capabilities for data modeling, visualization, dashboarding, and collaboration. Many enterprises that use Microsoft's other products can get easy access to Power BI and choose it for its convenience, security, and power.
With high-value use cases across analysts, IT, business users, and developers, Power BI offers a comprehensive set of functionality that has consistently landed Microsoft in Gartner's "Leaders" quadrant for Business Intelligence.
Getting data out of AdWords
Google provides a SOAP API for AdWords. The first step of getting your AdWords data into your data warehouse is pulling the data off of Google's servers by using the AdWords API's Reporting features. This is a subset of the API's functionality, which also includes the ability to manage ads.
You can also link your Google Analytics and Google AdWords accounts to allow the data to cross-pollinate. This can provide richer reporting due to the breadth of knowledge that exists in Google Analytics about the people who may have viewed or clicked your ads.
You can extract granular data from AdWords API reports, allowing you to see things like impressions, clickthrough rates, and CPC broken out by time period.
Loading data into Power BI
You can analyze any data in Power BI, as long as that data exists in a data warehouse that's connected to your Power BI account. The most common data warehouses include Amazon Redshift, Google BigQuery, and Snowflake. Microsoft also has its own data warehousing platform called Azure SQL Data Warehouse.
Connecting these data warehouses to Power BI is relatively simple. The Get Data menu in the Power BI interface allows you to import data from a number of sources, including static files and data warehouses. You'll find each of the warehouses mentioned above among the options in the Database list. The Power BI documentation provides more details on each.
Analyzing data in Power BI
In Power BI, each table in the data warehouse you connect is known as a dataset, and the analyses conducted on these datasets are known as reports. To create a report, use Power BI’s report editor, a visual interface for building and editing reports.
The report editor guides you through several selections in the course of building a report: the visualization type, fields being used in the report, filters being applied, any formatting you wish to apply, and additional analytics you may wish to layer onto your report, such as trendlines or averages. You can explore all of the features related to analyzing and tracking data in the Power BI documentation.
Once you've created a report, Power BI lets you share it with report "consumers" in your organization.
Keeping AdWords data up to date
So, now what? You've built a script that pulls data from AdWords and loads it into your data warehouse, but what happens tomorrow when you have thousands of new impressions?
The key is to build your script in such a way that it can also identify incremental updates to your data. If you can identify some fields that auto-increment, you could use them to give your script the ability to recognize new data. You can then set your script up as a cron job or continuous loop to keep pulling down new data as it appears.
From AdWords to your data warehouse: An easier solution
As mentioned earlier, the best practice for analyzing AdWords data in Power BI is to store that data inside a data warehousing platform alongside data from your other databases and third-party sources. You can find instructions for doing these extractions for leading warehouses on our sister sites AdWords to Redshift, AdWords to BigQuery, and AdWords to Snowflake.
Easier yet, however, is using a solution that does all that work for you. Products like Stitch were built to solve this problem automatically. With just a few clicks, Stitch starts extracting your AdWords data via the API, structuring it in a way that is optimized for analysis, and inserting that data into a data warehouse that can be easily accessed and analyzed by Power BI.