Field list for Google Ads

CategoryFieldCodeTypeDescription
TIMEYearYeardim
QuarteryearQuarterdim
Year & monthYearmonthdim
Year & week (Mon-Sun)Yearweekdim
Year & week (Sun-Sat)Yearweeksunsatdim
MonthMonthdim
Month nameMonthnamedim
Week (Mon-Sun)Weekdim
Week (Mon-Sun, dates)yearweekiso_daterangedim
Day of monthdayOfMonthdim
Day of weekDayofweekWithNumdim
DateDatedim
HourHourdim
ACCOUNTAccount nameAccountnamedim
Account IDprofileiddim
Company nameClientcompanynamedim
Currency codeCurrencycodedim
Time zoneTimezonedim
NETWORKNetworkNetworkdim
Network (with search partners)Networkwithsearchpartnersdim
CAMPAIGNCampaign nameCampaignnamedim
Campaign IDCampaignIDdimThe ID of the Campaign.
Campaign statusCampaignstatusdim
Serving statusCampaignServingStatusdim
Advertising channel typeAdvertisingChannelTypedim
Advertising channel sub-typeAdvertisingChannelSubTypedim
Start dateStartDatedim
End dateEndDatedim
Bidding strategyBiddingstrategydim
Bidding strategy IDBiddingstrategyIDdimThe ID of the BiddingStrategyConfiguration.
Bidding strategy sourceBiddingstrategySourcedim
Bidding strategy typeBiddingstrategyTypedim
Bid modifierBidModifierdimThe bid modifier. To filter by this field, use values greater than 0 and less than or equal to 1.
Desktop bid modifierCampaignDesktopBidModifierdimDesktop bid modifier override at the campaign level.
Mobile bid modifierCampaignMobileBidModifierdimMobile bid modifier of the campaign. To filter by this field, use values greater than 0 and less than or equal to 1.
Tablet bid modifierCampaignTabletBidModifierdim
Enhanced CPC enabledEnhancedCPCenableddim
BUDGETBudget nameBudgetNamedim
Budget IDBudgetIDdimThe ID of the Budget.
Budget statusBudgetStatusdim
Budget periodBudgetPerioddimPeriod over which to spend the budget.
Budget delivery methodBudgetDeliveryMethoddimBudget delivery method. Determines the rate at which the budget is spent.
Is shared budgetIsBudgetExplicitlyShareddim
Number of associated campaignsBudgetReferenceCountdim
Budget-campaign association statusBudgetCampaignAssociationStatusdim
AD GROUPAd group nameAdgroupnamedimThe name of the AdGroup.
Ad group IDAdgroupIDdimThe ID of the AdGroup.
Ad group typeAdGroupTypedim
Ad group statusAdgroupstatusdim
Enhanced CPC enabledEnhancedCPCenableddim
Max CPAMaxCPAdim
Max CPA (1-per-click)MaxCPA1perclickdim
Max CPC (micro)MaxCPCdim
Max CPC (currency)MaxCPCCurrencydim
Max CPMMaxCPMdim
Desktop bid modifierAdGroupDesktopBidModifierdimDesktop bid modifier override at the ad group level.
Mobile bid modifierAdGroupMobileBidModifierdimMobile bid modifier override at ad group level.
Tablet bid modifierAdGroupTabletBidModifierdim
ADHeadlineHeadlinedim
Headline part 1HeadlinePart1dimThe first part of an expanded text ad headline.
Headline part 2HeadlinePart2dimThe second part of an expanded text ad headline.
Headline part 3HeadlinePart3dimThe third part of an expanded text ad headline.
Long headlineLongHeadlinedimThe long format of the headline in a responsive display ad.
Short headlineShortHeadlinedimThe short format of the headline in a responsive display ad.
Path 1Path1dimThe text that appears in the ad with the displayed URL for an expanded text ad.
Path 2Path2dimIn addition to "Path1", more text that appears in the ad with the displayed URL for an expanded text ad.
DescriptionDescriptiondimThe descriptive text of an expanded text ad or responsive display ad.
Description 1Description1dimLine 1 description of the Ad.
Description 2Description2dimLine 2 description of the Ad.
Expanded text ad description 2TextAdDescription2dimThe description 2 of the expanded text ad.
Ad IDAdIDdimThe ID of the Ad. This field may contain IDs of ads that are not supported in the report request's API version.
Ad typeAdtypedim
Ad statusAdstatusdim
Ad approval statusAdapprovalstatusdim
Destination URLDestinationURLdimDestination URL of the ad.
SlotSlotdim
Final URLfinalURLdimFinal URL of the impressions.
Display URLDisplayURLdim
Final mobile URLFinalMobileUrlsdimList of final mobile URLs of the main object of this row.
Tracking URL templateTrackingUrlTemplatedimTracking template of the main object of this row.
Custom URL parametersCustomUrlParametersdim
Image ad nameImageadnamedim
Image ad URLImageadURLdim
Image heightImageCreativeImageHeightdimThe height of the image ad. For other ad types, this will have no values.
Image widthImageCreativeImageWidthdimThe width of the image ad. For other ad types, this will have no values.
Creative destination URLCreativedestinationURLdimDestination URL of the ad.
Device preferenceDevicePreferencedim
AutomatedAutomateddimIndicates if this ad is automatically created by Google Ads.
AD EXTENSIONExtension typePlaceholderTypedimPlaceholder type indicating the type of extension.
Attribute valuesAttributeValuesdimThe FeedItem's attribute values.
Action targetisSelfActiondim
Extension statusItemStatusdim
Feed IDFeedIDdimThe Feed ID.
Feed item IDFeedItemIDdimThe FeedItem ID.
KEYWORDKeyword textKeyworddim
Match typeMatchtypedim
Keyword IDKeywordIDdimThe ID of the Keyword that triggered the ad.
Keyword statusKeywordstatusdim
Keyword destination URLKeyworddestinationURLdim
Quality scoreQualityscoredim
Creative quality scoreCreativeQualityScoredim
Post-click quality scorePostClickQualityScoredim
Search predicted CTRSearchPredictedCtrdim
First page CPCFirstpageCPCdimEstimate of the CPC bid required in order to show your ad on the first page of search results.
Top of page CPCTopOfPageCpcdim
First position CPCFirstPositionCpcdimEstimate of the amount you might need to pay for your ad to be displayed in the first position at the top of the first page of Google search results.
Estimated added clicks per week at first position CPCEstimatedAddClicksAtFirstPositionCpcdim
Estimated added cost per week at first position CPCEstimatedAddCostAtFirstPositionCpcdim
Is negativeIsnegativedim
Max CPCMaxCPCdim
Max CPMMaxCPMdim
Preferred positionPreferredpositiondim
Lowest positionLowestpositiondim
Matched search termSearchtermdim
Query targeting statusQueryTargetingStatusdimIndicates whether the search term is currently one of your targeted or excluded keywords.
ORGANICSearch result typeSerpTypedim
PLACEMENTPlacement URLPlacementURLdim
DomainDomaindimThe domain of the URL (placement) where the impression was shown.
TopicTopicdim
ExclusionExclusiondim
Quality scoreQualityscore_placementdim
Is negativeIsnegativedim
First page CPCFirstpageCPCdimEstimate of the CPC bid required in order to show your ad on the first page of search results.
Placement statusPlacementstatusdim
Placement destination URLPlacementdestinationURLdim
Max CPCMaxCPCdim
Max CPMMaxCPMdim
Preferred positionPreferredpositiondim
LABELSCampaign labelscampaignlabelsdim
Ad group labelsadgrouplabelsdim
Ad labelsadlabelsdim
Keyword labelskeywordlabelsdim
Labels (level determined automatically)LabelsdimList of label names for the main object of this row.
CLICKClick typeClicktypedim
Google Click ID (GCLID)GclIddim
Google results page #pagedimPage number in search results where the ad was shown.
CONVERSIONSConversion categoryConversionCategorydimA category that describes the action the user will take to complete a conversion. Prevents zero-conversion rows from being returned.
Conversion typeConversionTypeNamedimThe name of the conversion type. Prevents zero-conversion rows from being returned.
Conversion tracker IDConversionTrackerIDdimID of the conversion tracker.
External conversion sourceExternalConversionSourcedim
VIDEOVideo titleVideoTitledimThe video title.
Link to videoVideoURLdim
Video IDVideoIDdimThe video ID.
Link to channelVideoChannelURLdim
Channel IDVideoChannelIDdimThe video channel ID.
Video durationVideoDurationdimThe duration of the video in milliseconds.
CALLSCall statusCallStatusdim
Call sourceCallSourcedim
Call typeCallTypedim
Call durationCallDurationdim
Caller country codeCallerCountryCallingCodedimCountry code of the caller.
Caller area codeCallerNationalDesignatedCodedimArea code of the caller.
Call start timeCallStartTimedimThe start date and time of the call.
Call end timeCallEndTimedimThe end date and time of the call.
REMARKETINGAudienceAudiencedim
Audience IDAudienceIDdim
Audience statusAudienceStatusdim
SHOPPING CAMPAIGNSBrandBranddimThe ProductBrand value of the product.
Store IDStoreIddimStore ID of the product.
Offer IDOfferIddimOffer/item ID of the product.
Merchant IDMerchantIddimID of the Google Merchant Center account associated with the products being advertised.
Category (1st level)CategoryL1dim
Category (2nd level)CategoryL2dim
Category (3rd level)CategoryL3dim
Category (4th level)CategoryL4dim
Category (5th level)CategoryL5dim
Product titleProductTitledim
Product type (1st level)ProductTypeL1dim
Product type (2nd level)ProductTypeL2dim
Product type (3rd level)ProductTypeL3dim
Product type (4th level)ProductTypeL4dim
Product type (5th level)ProductTypeL5dim
Product conditionProductConditiondim
Custom label 0CustomAttribute0dimThe ProductCustomAttribute level 0 value of the product.
Custom label 1CustomAttribute1dimThe ProductCustomAttribute level 1 value of the product.
Custom label 2CustomAttribute2dimThe ProductCustomAttribute level 2 value of the product.
Custom label 3CustomAttribute3dimThe ProductCustomAttribute level 3 value of the product.
Custom label 4CustomAttribute4dimThe ProductCustomAttribute level 4 value of the product.
LanguageLanguagedim
VISITORAgeAgedim
GenderGenderdim
DeviceDevicedim
LOCATIONLocation typeLocationTypedim
CityCitydim
Metro areaMetroareadim
RegionRegiondim
CountryCountrydim
LANDING PAGEMobile speed scoreSpeedScoredim
BASICImpressionsImpressionsmetCount of how often your ad has appeared on a search results page or website on the Google Network.
ClicksClicksmet
CostCostmetThe sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period.
Cost (EUR)Cost_eurmetThe sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period, converted to euros.
Cost (GBP)Cost_gbpmetThe sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period, converted to British pounds.
Cost (USD)Cost_usdmetThe sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period, converted to US dollars.
CTRCTR_percmetThe number of clicks your ad receives (Clicks) divided by the number of times your ad is shown (Impressions).
Bounce rate (%)BounceRate_percmetPercentage of clicks where the user only visited a single page on your site. Imported from Google Analytics.
Average pageviewsAveragePageviewsmetAverage number of pages viewed per session. Imported from Google Analytics.
Average time on site (sec)AverageTimeOnSitemetTotal duration of all sessions (in seconds) / number of sessions. Imported from Google Analytics.
CPCCPCmetThe total cost of all clicks divided by the total number of clicks received.
CPMCPMmet
Average positionAveragepositionmetYour ad's position relative to those of other advertisers.
Average frequencyAverageFrequencymetAverage number of times a unique cookie was exposed to your ad over a given time period.
BudgetBudgetmet
Daily budgetDailyBudgetmet
Percent of budget usedbudgetUsedPortion_percmet
Total budgetTotalAmountmetThe total budget amount, if you set a campaign's total budget in the Google Ads UI.
Unique cookiesImpressionReachmetNumber of unique cookies that were exposed to your ad over a given time period, or the special value "< 100" if the number of cookies is less than 100.
InteractionsInteractionsmetThe number of interactions. An interaction is the main user action associated with an ad format--clicks for text and shopping ads, views for video ads, and so on.
Interaction rateInteractionRate_percmetHow often people interact with your ad after it is shown to them. This is the number of interactions divided by the number of times your ad is shown.
Cost per interactionCostPerInteractionmet
EngagementsEngagementsmetThe number of engagements. An engagement occurs when a viewer expands your Lightbox ad. Also, in the future, other ad types may support engagement metrics.
Engagement rateEngagementRate_percmetHow often people engage with your ad after it's shown to them. This is the number of ad expansions divided by the number of times your ad is shown.
QUALITY SCOREHistorical quality scoreHistoricalQualityScoremet
Historical creative quality scoreHistoricalCreativeQualityScoremet
Historical landing page quality scoreHistoricalLandingPageQualityScoremet
Historical search predicted CTRHistoricalSearchPredictedCtrmet
ACTIVE VIEWViewable impressionsActiveViewImpressionsmetHow often your ad has become viewable on a Display Network site.
Viewable CTRviewableCTR_percmetHow often people clicked your ad after it became viewable.
Viewable CPMviewableCPMmetAverage cost of viewable impressions (ActiveViewImpressions).
ORGANICOrganic average positionOrganicAveragePositionmetAverage top position of your organic listing (or multiple listings) for each query.
Organic clicksOrganicClicksmetNumber of times someone clicked your site's listing in the unpaid results for a particular query.
Organic clicks per queryOrganicClicksPerQuerymetNumber of clicks you've received on your organic search listings divided by the total number of searches that returned pages from your site.
Organic impressionsOrganicImpressionsmetNumber of organic search listing impressions.
Organic impressions per queryOrganicImpressionsPerQuerymetAverage number of times a page from your site was listed per query.
Organic queriesOrganicQueriesmetTotal number of searches that returned organic search results for your site over the given period.
AD & ORGANIC COMBINEDCombined clicksCombinedAdsOrganicClicksmet
Combined queriesCombinedAdsOrganicQueriesmetTotal number of searches that returned pages from your site in the organic search results or triggered one of your ads.
Combined clicks per queryCombinedAdsOrganicClicksPerQuerymet
CONVERSIONSConversionsConversionsmanyperclickmetThe number of conversions for all conversion actions that you have opted into optimization.
Conversion rate %ConversionRateManyPerClick_percmetThe number of conversions divided by total clicks that can be tracked to conversions.
Conversions per impressionCPImet
Cost per conversionCostPerConversionManyPerClickmetThe Cost attributable to conversion-tracked clicks divided by the number of conversions
Value per conversionValuePerConvManyPerClickmet
Conversion valueTotalconversionvaluemetThe sum of conversion values for all conversions.
Return on ad spend (ROAS)ROASmet
View-through conversionsViewthroughconversionsmetThe total number of view-through conversions. These happen when a customer sees a Display network ad, then later completes a conversion on your site without interacting with (e.g. clicking on) another ad.
Click assisted conversionsClickAssistedConversionsmet
Click assisted conversion valueClickAssistedConversionValuemetThe total value of all conversions for which this keyword, ad, ad group, or campaign triggered assisted clicks.
Impression assisted conversionsImpressionAssistedConversionsmetTotal number of conversions for which this object triggered assist impressions prior to the last click.
Impression assisted conversion valueImpressionAssistedConversionValuemetTotal value of all conversions for which this object triggered assist impressions.
All conversionsEstimatedTotalConversionsmetBest estimate of the total number of conversions that Google Ads drives. Includes website, cross-device, and phone call conversions.
All conversion valueEstimatedTotalConversionValuemetThe total value of all of your conversions, including those that are estimated.
Cross-device conversionsEstimatedCrossDeviceConversionsmetConversions from when a customer clicks on an Google Ads ad on one device, then converts on a different device or browser. Cross-device conversions are already included in your AllConversions column.
VIDEOVideo impressionsVideoImpressionsmet
Video viewsVideoViewsmetThe number of times your video ads were viewed.
Video watch rate (%)VideoViewRate_percmetThe number of views your TrueView video ad receives divided by its number of impressions, including thumbnail impressions for TrueView in-display ads.
Watch 25% rateVideoQuartile25Rate_percmetPercentage of impressions where the viewer watched 25% of your video.
Watch 50% rateVideoQuartile50Rate_percmetPercentage of impressions where the viewer watched 50% of your video.
Watch 75% rateVideoQuartile75Rate_percmetPercentage of impressions where the viewer watched 75% of your video.
Watch 100% rateVideoQuartile100Rate_percmetPercentage of impressions where the viewer watched all of your video.
Watch 25% viewsVideoQuartile25Viewsmet
Watch 50% viewsVideoQuartile50Viewsmet
Watch 75% viewsVideoQuartile75Viewsmet
Watch 100% viewsVideoQuartile100Viewsmet
CALLSCall impressionsOfflineInteractionImpressionsmetNumber of offline phone impressions.
CallsCallsmetNumber of offline phone calls.
Call rate (%)CallRate_percmet
GMAILGmail forwardsGmailForwardsmetThe number of times your ad was forwarded to someone else as a message.
Gmail savesGmailSavesmetThe number of times someone has saved your Gmail ad to their inbox as a message.
Gmail secondary clicksGmailSecondaryClicksmetThe number of clicks to your landing page on the expanded state of Gmail ads.
IMPRESSION SHAREImpression shareImpressionSharemet
Search impression shareSearchImpressionSharemetThe impressions you've received on the Search Network divided by the estimated number of impressions you were eligible to receive.
Search impression share (raw)SearchImpressionShareRawmetThe impressions you've received on the Search Network divided by the estimated number of impressions you were eligible to receive.
Search exact match impression shareSearchExactMatchImpressionSharemetThe impressions you've received divided by the estimated number of impressions you were eligible to receive on the Search Network for search terms that matched your keywords exactly (or were close variants of your keyword), regardless of your keyword match types.
Lost search IS due to budgetSearchBudgetLostImpressionSharemetThe estimated percent of times that your ad was eligible to show on the Search Network but didn't because your budget was too low.
Lost search IS due to rankSearchRankLostImpressionSharemetThe estimated percentage of impressions on the Search Network that your ads didn't receive due to poor Ad Rank.
Content impression shareContentImpressionSharemetThe impressions you've received on the Display Network divided by the estimated number of impressions you were eligible to receive.
Lost content IS due to budgetContentBudgetLostImpressionSharemetThe estimated percent of times that your ad was eligible to show on the Display Network but didn't because your budget was too low.
Lost content IS due to rankContentRankLostImpressionSharemetThe estimated percentage of impressions on the Display Network that your ads didn't receive due to poor Ad Rank.
Available impressionsAvailableImpressionsmet
Lost impressionsLostImpressionsmet
Lost impressions due to budgetLostImpressionsDueToBudgetmet
Lost impressions due to rankLostImpressionsDueToRankmet
LANDING PAGEMobile-friendly click ratePercentageMobileFriendlyClicksmetThe percentage of mobile clicks that go to a mobile-friendly page.
Valid AMP click ratePercentageValidAMPClicksmetThe percentage of ad clicks to AMP (accelerated mobile pages) landing pages that reach a valid AMP page.
OTHERFree clicksFreeclicksmet
Free click rate %FreeClickRate_percmet
Invalid clicksInvalidclicksmetNumber of clicks Google considers illegitimate and doesn't charge you for.