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| Category | Field | Code | Description |
|---|---|---|---|
| BASIC | Impressions | Impressions | Count of how often your ad has appeared on a search results page or website on the Google Network |
| Clicks | Clicks | ||
| Cost | Cost | The sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period | |
| Cost (EUR) | Cost_eur | The sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period, converted to euros | |
| Cost (GBP) | Cost_gbp | The sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period, converted to British pounds | |
| Cost (USD) | Cost_usd | The sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period, converted to US dollars | |
| CTR | CTR_perc | The number of clicks your ad receives (Clicks) divided by the number of times your ad is shown (Impressions) | |
| Bounce rate (%) | BounceRate_perc | Percentage of clicks where the user only visited a single page on your site. Imported from Google Analytics | |
| Average pageviews | AveragePageviews | Average number of pages viewed per session. Imported from Google Analytics | |
| Average time on site (sec) | AverageTimeOnSite | Total duration of all sessions (in seconds) / number of sessions. Imported from Google Analytics | |
| CPC | CPC | The total cost of all clicks divided by the total number of clicks received | |
| CPM | CPM | ||
| Budget | Budget | The calculated total budget for the days with at least one impression | |
| Daily budget | DailyBudget | ||
| Percent of budget used | budgetUsedPortion_perc | ||
| Total budget | TotalAmount | The total budget amount, if you set a campaign's total budget in the Google Ads UI | |
| Interactions | Interactions | The 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 rate | InteractionRate_perc | How 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 interaction | CostPerInteraction | ||
| Engagements | Engagements | The 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 rate | EngagementRate_perc | How 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 SCORE | Historical quality score | HistoricalQualityScore | |
| Historical search predicted CTR | HistoricalSearchPredictedCtr_metric | Numerical value corresponding the textual values. Above average (2), Average (1), Below average (-1), Unknown (0) | |
| Historical landing page quality score | HistoricalLandingPageQualityScore_metric | Numerical value corresponding the textual values. Above average (2), Average (1), Below average (-1), Unknown (0) | |
| Historical creative quality score | HistoricalCreativeQualityScore_metric | Numerical value corresponding the textual values. Above average (2), Average (1), Below average (-1), Unknown (0) | |
| ACTIVE VIEW | Viewable impressions | ActiveViewImpressions | How often your ad has become viewable on a Display Network site |
| Viewable CTR | viewableCTR_perc | How often people clicked your ad after it became viewable | |
| Viewable CPM | viewableCPM | Average cost of viewable impressions (ActiveViewImpressions) | |
| Measurable rate | ActiveViewMeasurability | The ratio of impressions that could be measured by Active View over the number of served impressions | |
| Measurable cost | ActiveViewMeasurableCost | The cost of the impressions you received that were measurable by Active View | |
| Measurable impressions | ActiveViewMeasurableImpressions | The number of times your ads are appearing on placements in positions where they can be seen | |
| Viewable rate | ActiveViewViewability | The percentage of time when your ad appeared on an Active View enabled site (measurable impressions) and was viewable (viewable impressions) | |
| CONVERSIONS | Conversions from click-to-call | ClickToCallConversions | The number of times people clicked the "Call" button to call a store during or after clicking an ad. This number doesn't include whether or not calls were connected, or the duration of any calls. This metric applies to feed items only |
| Conversions from directions | DirectionsConversions | The number of times people clicked a "Get directions" button to navigate to a store after clicking an ad. This metric applies to feed items only | |
| Conversions from menu | MenuConversions | The number of times people clicked a link to view a store's menu after clicking an ad. This metric applies to feed items only | |
| Conversions from order | OrderConversions | The number of times people placed an order at a store after clicking an ad. This metric applies to feed items only | |
| Conversions from other engagement | OtherEngagementConversions | The number of other conversions (for example, posting a review or saving a location for a store) that occurred after people clicked an ad. This metric applies to feed items only | |
| Conversions from store visit | StoreVisitConversions | Estimated number of times people visited a store after clicking an ad. This metric applies to feed items only | |
| Conversions from store website | StoreWebsiteConversions | The number of times that people were taken to a store's URL after clicking an ad. This metric applies to feed items only | |
| Conversions (by conv. time) | conversionsByConversionDate | The number of conversions. When this field is selected with date, the values in date column means the conversion date | |
| Conversions value (by conv. time) | conversionsValueByConversionDate | The value of conversions. When this field is selected with date, the values in date column means the conversion date | |
| Value / Conversions (by conv. time) | valueByConversionsByConversionDate | The value of conversions divided by the number of conversions. When this field is selected with date, the values in date column means the conversion date | |
| All conversions (by conv. time) | allConversionsByConversionDate | The total number of conversions. When this field is selected with date, the values in date column means the conversion date | |
| All conversions value (by conv. time) | allConversionsValueByConversionDate | The value of all conversions. When this field is selected with date, the values in date column means the conversion date | |
| Value / all conversions (by conv. time) | valueByAllConversionsByConversionDate | The value of all conversions divided by the number of all conversions. When this field is selected with date, the values in date column means the conversion date | |
| All conversions from location asset click to call | AllConversionsFromLocationAssetClickToCall | Number of call button clicks on any location surface after a chargeable ad event (click or impression) | |
| All conversions from location asset directions | AllConversionsFromLocationAssetDirections | Number of driving directions clicks on any location surface after a chargeable ad event (click or impression) | |
| All conversions from location asset menu | AllConversionsFromLocationAssetMenu | Number of menu link clicks on any location surface after a chargeable ad event (click or impression) | |
| All conversions from location asset order | AllConversionsFromLocationAssetOrder | Number of order clicks on any location surface after a chargeable ad event (click or impression) | |
| All conversions from location asset other engagement | AllConversionsFromLocationAssetOtherEngagement | Number of other types of local action clicks on any location surface after a chargeable ad event (click or impression) | |
| All conversions from location asset store visits | AllConversionsFromLocationAssetStoreVisits | Estimated number of visits to the store after a chargeable ad event (click or impression) | |
| All conversions from location asset websites | AllConversionsFromLocationAssetWebsite | Number of website URL clicks on any location surface after a chargeable ad event (click or impression) | |
| View through conversions from location asset click to call | ViewThroughConversionsFromLocationAssetClickToCall | Number of call button clicks on any location surface after an impression. This measure is coming from Asset based location | |
| View through conversions from location asset directions | ViewThroughConversionsFromLocationAssetDirections | Number of driving directions clicks on any location surface after an impression. This measure is coming from Asset based location | |
| View through conversions from location asset menu | ViewThroughConversionsFromLocationAssetMenu | Number of menu link clicks on any location surface after an impression. This measure is coming from Asset based location | |
| View through conversions from location asset order | ViewThroughConversionsFromLocationAssetOrder | Number of order clicks on any location surface after an impression. This measure is coming from Asset based location | |
| View through conversions from location asset other engagement | ViewThroughConversionsFromLocationAssetOtherEngagement | Number of other types of local action clicks on any location surface after an impression. This measure is coming from Asset based location | |
| View through conversions from location asset store visits | ViewThroughConversionsFromLocationAssetStoreVisits | Estimated number of visits to the store after an impression. This measure is coming from Asset based location | |
| View through conversions from location asset website | ViewThroughConversionsFromLocationAssetWebsite | Number of website URL clicks on any location surface after an impression. This measure is coming from Asset based location | |
| Conversions | Conversionsmanyperclick | The number of conversions for all conversion actions that you have opted into optimization | |
| Conversion rate % | ConversionRateManyPerClick_perc | The number of conversions divided by total clicks that can be tracked to conversions | |
| Conversions per impression | CPI | ||
| Cost per conversion | CostPerConversionManyPerClick | The Cost attributable to conversion-tracked clicks divided by the number of conversions | |
| Cost per estimated total conversions | CostPerAllConversion | Total cost divided by all estimated conversions | |
| Cost per engagement | CostPerEngagement | The average amount that you have been charged for an ad engagement | |
| Cost per video view | CostPerVideoView | The average amount you pay each time someone views your ad | |
| Value per conversion | ValuePerConvManyPerClick | ||
| Estimated value per all conversions | ValuePerAllConversion | The value, on average, of all conversions | |
| Conversion value | Totalconversionvalue | The sum of conversion values for all conversions | |
| Return on ad spend (ROAS) | ROAS | ||
| View-through conversions | Viewthroughconversions | The 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 | |
| All conversions | EstimatedTotalConversions | Best estimate of the total number of conversions that Google Ads drives. Includes website, cross-device, and phone call conversions | |
| All conversion value | EstimatedTotalConversionValue | The total value of all of your conversions, including those that are estimated | |
| All conversion rate % | EstimatedTotalConversionRate_perc | The number of all conversions divided by total clicks that can be tracked to conversions | |
| Cross-device conversions | EstimatedCrossDeviceConversions | Conversions 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 | |
| Average cost per million views | AverageCpv | Average cost per million views | |
| App install conversions | BiddableAppInstallConversions | Number of app installs | |
| App post install conversions | BiddableAppPostInstallConversions | Number of in-app actions | |
| ORGANIC | Organic clicks | OrganicClicks | Number of times someone clicked your site's listing in the unpaid results for a particular query |
| Organic clicks per query | OrganicClicksPerQuery | Number of clicks you've received on your organic search listings divided by the total number of searches that returned pages from your site | |
| Organic impressions | OrganicImpressions | Number of organic search listing impressions | |
| Organic impressions per query | OrganicImpressionsPerQuery | Average number of times a page from your site was listed per query | |
| Organic queries | OrganicQueries | Total number of searches that returned organic search results for your site over the given period | |
| AD & ORGANIC COMBINED | Combined clicks | CombinedAdsOrganicClicks | |
| Combined queries | CombinedAdsOrganicQueries | Total number of searches that returned pages from your site in the organic search results or triggered one of your ads | |
| Combined clicks per query | CombinedAdsOrganicClicksPerQuery | ||
| VIDEO | Video impressions | VideoImpressions | |
| Video views | VideoViews | The number of times your video ads were viewed | |
| Video watch rate (%) | VideoViewRate_perc | The number of views your TrueView video ad receives divided by its number of impressions, including thumbnail impressions for TrueView in-display ads | |
| Watch 25% rate | VideoQuartile25Rate_perc | Percentage of impressions where the viewer watched 25% of your video | |
| Watch 50% rate | VideoQuartile50Rate_perc | Percentage of impressions where the viewer watched 50% of your video | |
| Watch 75% rate | VideoQuartile75Rate_perc | Percentage of impressions where the viewer watched 75% of your video | |
| Watch 100% rate | VideoQuartile100Rate_perc | Percentage of impressions where the viewer watched all of your video | |
| Watch 25% views | VideoQuartile25Views | ||
| Watch 50% views | VideoQuartile50Views | ||
| Watch 75% views | VideoQuartile75Views | ||
| Watch 100% views | VideoQuartile100Views | ||
| CALLS | Call impressions | OfflineInteractionImpressions | Number of offline phone impressions |
| Calls | Calls | Number of offline phone calls | |
| Call rate (%) | CallRate_perc | ||
| GMAIL | Gmail forwards | GmailForwards | The number of times your ad was forwarded to someone else as a message |
| Gmail saves | GmailSaves | The number of times someone has saved your Gmail ad to their inbox as a message | |
| Gmail secondary clicks | GmailSecondaryClicks | The number of clicks to your landing page on the expanded state of Gmail ads | |
| CLICK SHARE | Search click share | SearchClickShare | The number of clicks you have received on the Search Network divided by the estimated number of clicks you were eligible to receive |
| Eligible search clicks | EligibleSearchClicks | The number of clicks you have could have received | |
| Lost search clicks | LostSearchClicks | The number of clicks you lost | |
| IMPRESSION SHARE | Impression share | ImpressionShare | The impressions you've received divided by the total Available Impressions |
| Search impression share | SearchImpressionShare | The impressions you've received on the Search Network divided by the estimated number of impressions you were eligible to receive | |
| Search impression share (raw) | SearchImpressionShareRaw | The impressions you've received on the Search Network divided by the estimated number of impressions you were eligible to receive | |
| Search exact match impression share | SearchExactMatchImpressionShare | The 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 budget | SearchBudgetLostImpressionShare | The 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 rank | SearchRankLostImpressionShare | The estimated percentage of impressions on the Search Network that your ads didn't receive due to poor Ad Rank | |
| Content impression share | ContentImpressionShare | The 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 budget | ContentBudgetLostImpressionShare | The 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 rank | ContentRankLostImpressionShare | The estimated percentage of impressions on the Display Network that your ads didn't receive due to poor Ad Rank | |
| Available impressions | AvailableImpressions | This is a complex calculation but in most basic for is Impressions + Lost Impressions = Available impressions | |
| Lost impressions | LostImpressions | ||
| Lost impressions due to budget | LostImpressionsDueToBudget | ||
| Lost impressions due to rank | LostImpressionsDueToRank | ||
| LANDING PAGE | Mobile-friendly click rate | PercentageMobileFriendlyClicks | The percentage of mobile clicks that go to a mobile-friendly page |
| Valid AMP click rate | PercentageValidAMPClicks | The percentage of ad clicks to AMP (accelerated mobile pages) landing pages that reach a valid AMP page | |
| PUBLISHER | Publisher purchased clicks | PublisherPurchasedClicks | Clicks from properties not owned by the publisher for which the traffic the publisher has paid for or acquired through incentivized activity |
| Publisher organic clicks | PublisherOrganicClicks | Clicks from properties for which the traffic the publisher has not paid for or acquired through incentivized activity | |
| Publisher unknown clicks | PublisherUnknownClicks | Clicks from traffic which is not identified as "Publisher Purchased" or "Publisher Organic" | |
| OTHER | Invalid clicks | Invalidclicks | Number of clicks Google considers illegitimate and doesn't charge you for |
| Top impression percentage | TopImpressionPercentage | ||
| Eligible impressions from location asset store reach | EligibleImpressionsFromLocationAssetStoreReach | Number of impressions in which the store location was shown or the location was used for targeting | |
| Absolute top impression percentage | AbsoluteTopImpressionPercentage | ||
| Search absolute top impression share | SearchAbsoluteTopImpressionShare | ||
| Search top impression share | SearchTopImpressionShare | ||
| Search rank lost top impression share | SearchRankLostTopImpressionShare | ||
| Search rank lost absolute top impression share | SearchRankLostAbsoluteTopImpressionShare | ||
| Search budget lost absolute top impression share | SearchBudgetLostAbsoluteTopImpressionShare | ||
| Search budget lost top impression share | SearchBudgetLostTopImpressionShare | ||
| BID GOAL PERFORMANCE | Estimated total conversion rate | AllConversionRate | All estimated conversions divided by clicks |
| CHANGE HISTORY (EARLY ACCESS) | Number of changes | number_of_changes | How many account changes were done. Note that this metric can only be used together with dimensions from the CHANGE HISTORY (EARLY ACCESS) group |
| DEPRECATED | Non-removed ad group count | NonRemovedAdGroupCount | The count of non-removed ad groups using the bidding strategy. Please note that this field will be removed on 2022-04-06 |
| Non-removed ad group criteria count | NonRemovedAdGroupCriteriaCount | The count of non-removed ad group criteria using the bidding strategy. Please note that this field will be removed on 2022-04-06 | |
| Ad group count | AdGroupCount | The count of ad groups using the bidding strategy. Please note that this field will be removed on 2022-04-06 | |
| Ad group criteria count | AdGroupCriteriaCount | The count of ad group criterion using the bidding strategy or label. Please note that this field will be removed on 2022-04-06 | |
| Average position | Averageposition | Your ad's position relative to those of other advertisers. Please note that this field will be removed on 2019-09-30 | |
| Free click rate % | FreeClickRate_perc | Please note that this field will be removed on 2022-04-27 | |
| Impression assisted conversions | ImpressionAssistedConversions | Total number of conversions for which this object triggered assist impressions prior to the last click. Please note that this field will be removed on 2019-09-30 | |
| Click assisted conversions | ClickAssistedConversions | Please note that this field will be removed on 2019-09-30 | |
| Click assisted conversion value | ClickAssistedConversionValue | The total value of all conversions for which this keyword, ad, ad group, or campaign triggered assisted clicks. Please note that this field will be removed on 2019-09-30 | |
| Organic average position | OrganicAveragePosition | Average top position of your organic listing (or multiple listings) for each query. Please note that this field will be removed on 2021-01-01 | |
| Impression assisted conversion value | ImpressionAssistedConversionValue | Total value of all conversions for which this object triggered assist impressions. Please note that this field will be removed on 2019-09-30 | |
| Free clicks | Freeclicks | Please note that this field will be removed on 2022-04-27 | |
| Average frequency | AverageFrequency | Average number of times a unique cookie was exposed to your ad over a given time period. Please note that this field will be removed on 2020-01-29 | |
| Unique cookies | ImpressionReach | Number 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. Please note that this field will be removed on 2020-01-29 |