Providing more transparent Quality Score reporting

Quality Scores provide an estimate of the quality of your ads and are related to how well your ads perform.

Starting the week of September 12 , 2016, you’ll start seeing null Quality Scores in AdWords when there aren’t enough impressions or clicks to accurately determine a keyword’s Quality Score.

To provide more transparency, null Quality Scores will appear for new keywords, as well as keywords that lack recent click and impression data. Null Quality Scores will be excluded if you use reports or automated rules that include a filter on the Quality Score column. To show null scores, check the new "Include keywords with quality scores of ‘--’ ” option when you set up your rule or filter.

We recommend reviewing your reports, filters, rules and scripts that rely on Quality Scores before September 12th, 2016.

Learn more about Quality Score by visiting the AdWords Help Center
Shared publiclyView activity