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For advertisers to fully realize the benefits of advertising on Google, they need to have the right information to make informed decisions. Google requires all third-party partners to be transparent with information that affects these decisions. In addition to meeting the requirements outlined below, third parties must make reasonable efforts to provide their customers with other relevant information when requested.
In this article
- Google advertising cost and performance
- Management fees
- Sharing the disclosure notice
- Google Ads or AdWords Express customer IDs
Google advertising cost and performance
If the applicable advertising terms of service between you and Google require a monthly performance report for customers, you must include data on costs, clicks, and impressions at the Google advertising account level. When sharing Google advertising cost data with customers, report the exact amount charged by Google, exclusive of any fees that you charge.
If the applicable advertising terms of service between you and Google require a monthly performance report for customers, you must include data on costs, clicks, and impressions at the Google advertising account level. When sharing Google advertising cost data with customers, report the exact amount charged by Google, exclusive of any fees that you charge. If you provide other reports on cost or performance beyond the minimum requirement described above, those reports also need to apply specifically to Google advertising products. For example, if you provide your customers with daily cost and performance reporting at the keyword level across all advertising networks, then you're also required to provide reporting on daily cost and performance specifically for Google Ads keywords.
Share your Google advertising cost and performance reports in a way that makes it easy for your customers to access the reports, such as by email or via your website. Alternatively, you can meet this reporting requirement by allowing your customers to sign in to their Google advertising accounts directly to access their cost and performance data. Learn how to share account access .
Management fees
Third parties often charge a management fee for the valuable services they provide, and end-advertisers should be clearly informed in advance if such fees will apply. If you charge a management fee (separate from the cost of Google Ads or AdWords Express), you must clearly inform customers. At a minimum, inform new customers in writing before each first purchase and disclose the fee on all customer invoices.
Sharing the disclosure notice
It's especially important for advertisers with smaller budgets, who may not have the resources or expertise of large advertisers - to understand what to expect when working with a third-party partner. Therefore, all third parties that primarily serve customers with small to medium-sized budgets need to share the Advertiser guide: Working with third parties with all of their customers.
If 80% or more of your customers spend less than $1,000 USD (or local currency equivalent) per month on Google Ads or AdWords Express, you're required to share that disclosure notice with all customers who buy these services from you. The notice must be linked in a clearly visible location on your website ,such as the footer of your homepage, the advertiser section of your site, your advertiser reporting dashboard, and the products or services section of your site. Additionally, during new sales or renewals, let your customers know about the disclosure notice on your website by either emailing them a soft copy or mailing a printed copy.
Google Ads or AdWords Express customer IDs
It's important that advertisers to have the ability to contact Google directly with concerns about a third-party partner. To allow Google to properly investigate and assist the advertiser, Google requires that you provide your customers with the customer IDs for their Google Ads or AdWords Express accounts when requested. Learn how to find a Google Ads customer ID or an AdWords Express customer ID .
