Supermetrics brings all your marketing data into Google Sheets, Google Data Studio, Excel, BigQuery, Snowflake, Redshift, Azure
| Category | Field | Code | Description |
|---|---|---|---|
| BASIC | Impressions | Impressions | The number of times an ad has been displayed on search results pages. Without impressions there are no clicks or conversions |
| Clicks | Clicks | Clicks are what you pay for. Clicks typically include a customer clicking an ad on a search results page or on a website on the search network. Clicks can also come from other sources (for example, spiders, robots, and test servers) | |
| Total ad extension clicks | AdExtensionTotalClicks | The number of billable and non-billable times that an ad extension was clicked | |
| Cost | Spend | Campaign cost in the currency of the advertising account | |
| Cost (USD) | Spend_usd | Campaign cost converted to US dollars | |
| Cost (GBP) | Spend_gbp | Campaign cost converted to British pounds | |
| Cost (EUR) | Spend_eur | Campaign cost converted to euros | |
| CTR (%) | Ctr_perc | The click-through rate (CTR) is the number of times an ad was clicked, divided by the number of times the ad was shown (impressions) | |
| Expected CTR (%) | ExpectedCtr | How well your keyword competes against other keywords targeting the same traffic. Ads that are relevant to searchers' queries or other input are more likely to have a higher click-through rate. This metric tells you if a keyword is underperforming and causing a loss in impression share, so you can make keyword changes or remove ads altogether. A score of 3 is Above Average; a score of 2 is Average; and a score of 1 is considered Below Average. If you specify a time period that spans multiple days, the score will be the same for each day in the time period, and the value is the most recent calculated score. Data for this field is typically updated 14-18 hours after the UTC day ends | |
| Historic expected CTR average (%) | HistoricExpectedCtr | Historical average of expected click-through rate scores going back as far as 18 months from the current date. This score may vary from the score in the ExpectedCtr column, which is the current score and same value for each day in the time period | |
| CPC | Cpc | Cost per click, cost divided by the number of clicks | |
| CPM | Cpm | Cost per thousand impressions, average cost to have your ad served 1000 times | |
| Ad relevance | AdRelevance | How closely related your ads is to the customer's search query or other input. It tells you how relevant your ad and landing page are to potential customers. A score of 3 is Above Average; a score of 2 is Average; and a score of 1 is considered Below Average.If you specify a time period that spans multiple days, the score will be the same for each day in the time period, and the value is the most recent calculated score | |
| Historic ad relevance average | HistoricAdRelevance | Historical average of ad relevance scores back as far as 18 months from the current date. This score may vary from the score in the AdRelevance column, which is the current score and same value for each day in the time period | |
| Quality score | QualityScore | The numeric score shows you how competitive your ads are in the marketplace by measuring how relevant your keywords and landing pages are to customers' search terms. The quality score is calculated by Microsoft Advertising using the ExpectedCtr, AdRelevance, and LandingPageExperience sub scores. If available, the quality score can range from a low of 1 to a high of 10. Quality score is based on the last rolling 30 days for the owned and operated search traffic. A quality score can be assigned without any impressions, in the case where a keyword bid did not win any auctions. Traffic for syndicated networks do not affect quality score | |
| Historic quality score average | HistoricQualityScore | The historical quality score for each row is the value that was calculated for quality score on that date. Use The historical quality score to find out how the quality score may have changed over time | |
| Quality impact | QualityImpact | The numeric score that indicates the possible increase in the number of impressions that the keyword could receive if the corresponding QualityScore column would rise above underperforming: 0 - Not available. Could be because the keyword is not underperforming; 1 - Low impact. Improving the quality score could increase impressions by less than 100 additional impressions per day; 2 - Medium impact. Improving the quality score could increase impressions by 100 to 500 additional impressions per day; 3 - High impact. Improving the quality score could increase impressions by more than 500 additional impressions per day | |
| Budget | Budget | ||
| Impression share (%) | ImpressionSharePercent | The estimated percentage of impressions you received, out of the total available impressions in the market you were targeting | |
| Exact match impression share (%) | ExactMatchImpressionSharePercent | The estimated percentage of impressions that your account received for searches that exactly matched your keyword, out of the total available exact match impressions you were eligible to receive | |
| Impressions lost to budget | ImpressionsLostToBudget | The estimated number of impressions your ad did not receive due to issues with your daily or monthly budget | |
| Impressions lost to budget (%) | ImpressionLostToBudgetPercent | The estimated percentage of impressions your ad did not receive due to issues with your daily or monthly budget | |
| Impressions lost to rank (aggregated) | ImpressionsLostToRankAgg | The estimated number of impressions your ad did not receive due to issues with your ad ranking | |
| Impressions lost to rank (% aggregated) | ImpressionLostToRankAggPercent | The estimated percentage of impressions your ad did not receive due to issues with your ad ranking | |
| Click share % | ClickSharePercent | The percentage of clicks that went to your ads. It is the share of the prospective customer's mindshare and buying intent you captured. You can use this performance metric to see where your growth opportunities are. For example, your click share percent is 30% if 10 ads were clicked, and three of the 10 ads were yours | |
| Available impressions | AvailableImpressions | ||
| BUDGET | Average budget spent per day | DailySpend | The average amount of campaign budget spent per day |
| Average budget spent per month | MonthlyBudget | The average amount of campaign budget spent during a calendar month | |
| Amount of budget spent for the month | MonthToDateSpend | The amount of money spent to date for the month | |
| AUDIENCE | Audience bid adjustment (%) | BidAdjustment | This attribute reflects the current value of your ad group's audience bid adjustment, even if a different bid adjustment value was used when the ad was shown. This value is the requested percentage to increase or decrease the bid amount for the remarketing list |
| CONVERSIONS | Conversions | Conversions | The number of conversions. A conversion is the completion of an action by a customer after viewing your ad. The action could be purchasing your product, registering for your webinar, joining an organization, or whatever you consider your goal and best measure of the ad's success |
| All conversions | AllConversions | The number of conversions, including data for all conversion goals regardless of their ExcludeFromBidding setting | |
| Conversion rate | ConversionRate | The conversion rate as a percentage. The number of conversions, divided by the total number of clicks. For example, if the ads in your campaign got 300 clicks and four conversions, the conversion rate is 1.33 (%). The formula for calculating the conversion rate is (Conversions / Clicks) x 100 | |
| All conversion rate | AllConversionRate | The number of conversions, divided by the total number of clicks, including data for all conversion goals regardless of their ExcludeFromBidding setting | |
| Conversions per impression rate | CPI | ||
| Cost per conversion | CostPerConversion | The estimated cost per conversion. The formula for calculating the cost per conversion is (Cost / Conversions) | |
| Cost per all conversions | AllCostPerConversion | The cost per conversion, including data for all conversion goals regardless of their ExcludeFromBidding setting. The formula for calculating the cost per conversion is (Spend / Conversions) | |
| Assists from other ads | Assists | The number of conversions from other ads within the same account that were preceded by one or more clicks from this ad. An ad is considered to have assisted the conversion if it was clicked before the most recently clicked ad that was credited with the conversion | |
| Cost per assist | CostPerAssist | The cost per assist. The formula for calculating the cost per assist is (Cost / Assists) | |
| Revenue | Revenue | The revenue optionally reported by the advertiser as a result of conversions. Corresponds to the optional revenue parameter of a Microsoft Advertising campaign analytics tracking script | |
| All revenue | AllRevenue | The revenue optionally reported by the advertiser as a result of conversions, including data for all conversion goals regardless of their ExcludeFromBidding setting | |
| Revenue per conversion | RevenuePerConversion | The formula for calculating the revenue per conversion is Revenue / Conversions | |
| Revenue per all conversions | AllRevenuePerConversion | The revenue per conversion, including data for all conversion goals regardless of their ExcludeFromBidding setting. The formula for calculating the revenue per conversion is (Revenue / Conversions) | |
| Revenue minus cost | RevenueMinusSpend | ||
| Return on ad spend (ROAS) | ROAS | The formula for calculating the ROAS is Revenue / Spend | |
| Revenue per assist | RevenuePerAssist | The formula for calculating the revenue per assist is Revenue / Assists | |
| CALL TRACKING | Phone impressions | PhoneImpressions | The number of times your tracked number was shown on all devices |
| Phone calls | PhoneCalls | The number of total calls to the tracked phone number that showed with your ad. The formula for calculating the phone calls is ManualCalls + ClickCalls | |
| Phone through rate | Ptr | The phone-through rate (Ptr). The formula for calculating the Ptr is PhoneCalls / PhoneImpressions | |
| Duration of forwarded call from a call ad extension | CallDuration | The duration of each forwarded call that originated from a call ad extension | |
| SHOPPING CAMPAIGNS | Price | Price | |
| Benchmark CTR | BenchmarkCtr | Shows you how other product ads for similar products are performing on average based on how often people who see the ad end up clicking on it. If the benchmark CTR is significantly higher than the CTR for your product group, you might consider raising your bid for that product group, or improving the product information, particularly product images and titles | |
| Benchmark bid | BenchmarkBid | Shows you how much other advertisers are bidding on average on similar products as your current target. Use this information as a benchmark to compare your bidding strategy for a product group against that of other advertisers advertising similar products. If the benchmark bid is significantly higher than your bid, you might consider raising your bid | |
| LOW QUALITY TRAFFIC | Low quality impressions | LowQualityImpressions | The number of impressions that result from low-quality keyword searches |
| Low quality clicks | LowQualityClicks | Clicks that exhibit a low likelihood of commercial intent. You are not billed for these clicks | |
| Low quality general clicks | LowQualityGeneralClicks | Clicks that are filtered by general methods, such as blacklists and activity-based detection, and that exhibit a low likelihood of commercial intent. You are not billed for these clicks | |
| Low quality sophisticated clicks | LowQualitySophisticatedClicks | Invalid clicks that use sophisticated means to appear valid. You are not billed for these clicks | |
| Low quality conversions | LowQualityConversions | The number of conversions that originate from low-quality clicks | |
| Low quality impressions rate | LowQualityImpressionsPerc | The low-quality impressions as a percentage. The formula for calculating the percentage is LowQualityImpressions / Impressions | |
| Low quality clicks rate | LowQualityClicksPerc | The low-quality clicks as a percentage. The formula for calculating the low quality clicks percentage is LowQualityClicks / Clicks | |
| Low quality conversion rate | LowQualityConversionRate | The low-quality conversion rate as a percentage. The formula for calculating the conversion rate is LowQualityConversions / LowQualityClicks | |
| PROMINENCE | Top impressions | TopImpressions | The number of times your ad showed in the mainline, the top placement where ads appear above the search results, out of your total impressions |
| Absolute top impressions | AbsoluteTopImpressions | The number of times your ad was in the first position of all returned ads, out of your total impressions | |
| Top impression rate | TopImpressionRatePercent | The percentage of times your ad showed in the mainline, the top placement where ads appear above the search results, out of your total impressions | |
| Absolute top impression rate | AbsoluteTopImpressionRatePercent | The percentage of times your ad was in the first position of all returned ads, out of your total impressions | |
| Absolute top impression share lost to budget | AbsoluteTopImpressionShareLostToBudgetPercent | The estimated percentage of how often your ad missed showing in the very top ad position, above search results, due to insufficient budget | |
| Top impression share lost to budget | TopImpressionShareLostToBudgetPercent | The estimated percentage of mainline impressions, where ads appear above the search results, that were lost due to insufficient budget | |
| Top impression share lost to rank | TopImpressionShareLostToRankPercent | The estimated percentage of how often poor ad rank kept your ad from showing in the mainline, the top ad placements above the search results | |
| Absolute top impression share lost to rank | AbsoluteTopImpressionShareLostToRankPercent | The estimated percentage of how often poor ad rank kept your ad from showing in the first ad position at the top of search results | |
| Top impression share | TopImpressionSharePercent | The estimated percentage of impressions for your ad in the mainline, the top ad placements above the search results, out of the estimated number of mainline impressions you were eligible to receive | |
| Absolute top impression share | AbsoluteTopImpressionSharePercent | The estimated percentage of times your ad was in the first position of all ads shown, out of the estimated number of mainline impressions you were eligible to receive | |
| DEPRECATED | Click calls | ClickCalls | The number of phone calls initiated by clicks. Please note that this field will be removed on 2019-06-25 |
| Impressions lost to expected CTR (%) | ImpressionLostToExpectedCtrPercent | The percentage of impression share lost due to low expected click-through rate. If this is high, figure out what you can do to increase your CTR. Please note that this field will be removed on 2019-06-25 | |
| Impressions lost to expected CTR | ImpressionsLostToExpectedCtr | The number of impression share lost due to low expected click-through rate. If this is high, figure out what you can do to increase your CTR. Please note that this field will be removed on 2019-06-25 | |
| Average cost per phone call (%) | AverageCpp | The average cost per phone call (CPP). This is applicable solely for manual calls, and does not include clicks-to-call data. Please note that this field will be removed on 2019-06-25 | |
| Impressions lost to ad relevance | ImpressionsLostToAdRelevance | The impressions lost due to low ad relevance. Please note that this field will be removed on 2019-06-25 | |
| Impressions lost to ad relevance (%) | ImpressionLostToAdRelevancePercent | The percentage of impression share lost due to low ad relevance. Please note that this field will be removed on 2019-06-25 | |
| Impressions lost to bid | ImpressionsLostToBid | The number of times your ads would have been displayed to users, but were not because your bid was too low or your bid and quality score was below minimum thresholds, which prevented you from entering the auction. Please note that this field will be removed on 2019-06-25 | |
| Impressions lost to bid (%) | ImpressionLostToBidPercent | The percentage of time your ads would have been displayed to users, but were not because your bid was too low or your bid and quality score was below minimum thresholds, which prevented you from entering the auction. Please note that this field will be removed on 2019-06-25 | |
| Impressions lost to rank (%) | ImpressionLostToRankPercent | The estimated percentage of impressions your ad did not receive due to issues with your ad ranking. Please note that this field will be removed on 2019-06-25 | |
| Impressions lost to rank | ImpressionsLostToRank | The estimated number of impressions your ad did not receive due to issues with your ad ranking. Please note that this field will be removed on 2019-06-25 | |
| Impression shares | ImpressionShares | Please note that this field will be removed on 2022-01-27 | |
| Average position | AveragePosition | The average position of the ad on a webpage. Please note that this field will be removed on 2020-04-01 | |
| Manual calls | ManualCalls | The number of calls dialed manually from any device to the tracked phone number. Please note that this field will be removed on 2019-06-25 |