UPDATE:

Google:

"At a quick glance it looks like all the fields you requested are present. 
 From the docs: 
http://code.google.com/apis/adwords/docs/appendix/reports.html#keywords

The "Name" column in the docs is the value you requested in your selector, 
the "Display Name" and "XML Attribute" are the values you see in the 
response.  Is there a field being ignored that I'm missing?"

Me:

"I was expecting this:

For KW's with KW-level destination URL's:

<fields>DestinationUrl</fields>         = KW-level destination URL
<fields>CriteriaDestinationUrl</fields> = KW-level destination URL

For KW's without KW-level destination URL's:

<fields>DestinationUrl</fields>         = Ad-level destination URL
<fields>CriteriaDestinationUrl</fields> = NULL or "default URL"

Is that incorrect?"

Google:

"I believe both fields names exist for legacy purposes - they should both 
work like the CriteriaDestinationUrl case for your examples below.  If you 
need the Effective DestinationUrl, you can use the Destination URL report.

Otherwise, you can run an Ad Performance Report and a Keyword Performance 
and use the value of Keyword Performance report (if not null) otherwise the 
Ad Performance Report value."

Me:

"I think the Destination URL report might work for me. When I first looked 
at it, I could not figure out why it appeared to be missing:

KeywordMatchType
KeywordText

...but it seems as though, for some reason, those have been named:

CriteriaParameters
CriteriaStatus

Also, I don't see why Effective DestinationUrl wouldn't be available in the 
Keyword Report.

Confusing."

On Friday, February 24, 2012 3:48:30 PM UTC-6, John Bliss wrote:
>
> I'm successfully retrieving adhoc reports with:
>
> <reportDefinition xmlns="https://adwords.google.com/api/adwords/cm/v201109
> ">
> <selector>
> <fields>ExternalCustomerId</fields>
> <fields>CustomerDescriptiveName</fields>
> <fields>CampaignId</fields>
> <fields>CampaignName</fields>
> <fields>AdGroupId</fields>
> <fields>AdGroupName</fields>
> <fields>KeywordText</fields>
> <fields>Id</fields>
> <fields>KeywordMatchType</fields>
> <fields>Status</fields>
> <fields>DestinationUrl</fields>
> <fields>MaxCpc</fields>
> <fields>CriteriaDestinationUrl</fields>
> <fields>CampaignStatus</fields>
> <fields>Impressions</fields>
> <fields>Clicks</fields>
> <fields>Ctr</fields>
> <fields>AverageCpc</fields>
> <fields>AverageCpm</fields>
> <fields>Cost</fields>
> <fields>AveragePosition</fields>
> </selector>
> <reportName>myreport</reportName>
> <reportType>KEYWORDS_PERFORMANCE_REPORT</reportType>
> <dateRangeType>YESTERDAY</dateRangeType>
> <downloadFormat>XML</downloadFormat>
> </reportDefinition>
>
> The issue is that the fields above appear to be ignored because here are 
> the resulting columns in the XML:
>
> <columns>
> <column name='customerID' display='Customer ID'/>
> <column name='clientName' display='Client name'/>
> <column name='campaignID' display='Campaign ID'/>
> <column name='campaign' display='Campaign'/>
> <column name='adGroupID' display='Ad group ID'/>
> <column name='adGroup' display='Ad group'/>
> <column name='keyword' display='Keyword'/>
> <column name='keywordID' display='Keyword ID'/>
> <column name='matchType' display='Match type'/>
> <column name='keywordState' display='Keyword state'/>
> <column name='destinationURL' display='Destination URL'/>
> <column name='maxCPC' display='Max. CPC'/>
> <column name='campaignState' display='Campaign state'/>
> <column name='impressions' display='Impressions'/>
> <column name='clicks' display='Clicks'/>
> <column name='ctr' display='CTR'/>
> <column name='avgCPC' display='Avg. CPC'/>
> <column name='avgCPM' display='Avg. CPM'/>
> <column name='cost' display='Cost'/>
> <column name='avgPosition' display='Avg. position'/>
> </columns>
>
> Please advise.
>

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