Upcoming changes to Quality Score reporting

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

A result of "--" will appear for new keywords, as well as keywords that lack recent click and impression data. By default, Quality Scores of "--" won’t be included when filtering by Quality Score in your reports or automated rules. But you'll have the option of including Quality Scores of “--” in your filtered data.

Update required before the week of September 12, 2016

If you use reports or automated rules that include a filter on the Quality Score column, note that null Quality Scores of “--” will be excluded by default. To return these scores of “--”, you’ll need to check the new "Include quality scores of '--'” option when you set up your rule or filter. For more advanced actions, read the documentation for scripts (reports and methods) and the AdWords API (reports and service).