Cross-Account Reporting

Cross-Account Reporting is a feature available in Google Ads Manager Accounts (MCC) that allows you to create and run performance reports across multiple client accounts simultaneously. It provides aggregated and comparative views of key metrics across your entire portfolio of managed accounts.

Key Takeaways

• Available only through Manager Accounts (MCC)
• Reports on performance data across all or selected linked accounts
• Supports both aggregated totals and per-account breakdowns
• Available through the MCC dashboard, Report Editor, and the Google Ads API
• Essential for agencies tracking portfolio-wide performance and identifying outliers

What Is Cross-Account Reporting

Cross-Account Reporting eliminates the need to pull reports from each client account individually. From a single Manager Account dashboard, you can view, compare, and export performance data across dozens or hundreds of accounts.

Reporting Level	Single Account	Cross-Account (MCC)
Scope	One account’s campaigns	Multiple accounts
Comparison	Campaigns within one account	Accounts against each other
Setup	Standard reports	MCC Report Editor
Export	Per account	All accounts in one report
Scheduling	Per account	Single schedule, all accounts

How It Works

Cross-account reporting is accessed through the MCC interface:

1. Log into your Manager Account
2. Navigate to Reports in the top menu
3. Create a new report or use a predefined template
4. The report automatically includes data from all linked accounts (or select specific accounts)
5. Choose dimensions (account name, campaign type, network) and metrics (cost, conversions, CPA)
6. Apply filters to focus on specific accounts, date ranges, or performance thresholds
7. Schedule automated delivery via email (CSV, PDF, or Google Sheets)

Report types available at the MCC level:

• Account-level summary — Key metrics per account for portfolio overview
• Campaign-type breakdown — Performance by Search, Display, PMax, etc. across accounts
• Conversion analysis — Conversion volumes and CPAs compared across accounts
• Budget utilization — Spend vs. budget allocation per account
• Custom reports — Any combination of dimensions and metrics

The Google Ads API provides even more flexibility through GAQL queries executed at the MCC level with the customer_id dimension for account-level segmentation.

Practical Example

An agency managing 35 accounts creates a weekly cross-account report:

Account	Monthly Spend	Conversions	CPA	ROAS	Trend
Client A - Retail	$25,000	850	$29.41	420%	Stable
Client B - SaaS	$18,000	120	$150.00	310%	Improving
Client C - Legal	$12,000	45	$266.67	N/A	Declining
Client D - E-com	$30,000	1,200	$25.00	580%	Improving
… (31 more)	…	…	…	…	…
Portfolio Total	$420,000	8,500	$49.41	385%	Stable

The report immediately identifies Client C’s declining trend for investigation and highlights Client D as a candidate for budget increase. Without cross-account reporting, the agency would need to log into 35 accounts individually and compile data in a spreadsheet.

Why It Matters

Cross-Account Reporting is the operational backbone of agency management. It provides the portfolio-level visibility needed to allocate resources, identify at-risk accounts, and demonstrate value to stakeholders. For internal teams managing multiple brand or regional accounts, it ensures no account falls through the cracks. The ability to schedule automated reports means stakeholders receive consistent performance updates without manual intervention. Combined with custom columns at the MCC level, cross-account reporting can surface business-specific KPIs like profit margins or client satisfaction scores alongside standard Google Ads metrics.