Google has switched a number of statistics and features previously only accessible through its Report Center to the Campaigns tab of AdWords accounts.

Writing on the pay per click marketing service's official blog, Miles Johnson said the move is intended to allow advertisers to "dig deeper into performance trends" and allow them to apply new insights to their campaigns without having to visit a separate page.

He added that some advanced features, such as filtering statistics by click type or device, are now only available through the Campaigns tab.

They are augmented by new performance metrics in the Dimensions tab, which allow marketers to segment figures for their campaigns and accounts by hour, quarter or destination URL.

Mr Johnson said based on initial feedback from users, Google has also introduced a PDF guide that provides a "comprehensive resource" to where accountholders can find different statistics and filter options.

"We believe that reports can be faster and more powerful in the Campaigns tab," he commented.

In related news, Google recently announced the rollout of an Analyse Competition feature for AdWords that will allow English language users to compare the performance of their campaigns against that of their rivals across similar keyword categories.

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