Metric list for Google AdWords

CategoryFieldCodeDescription
BASICImpressionsImpressionsCount of how often your ad has appeared on a search results page or website on the Google Network.
ClicksClicks
CostCostThe sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period.
Cost (EUR)Cost_eurThe sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period, converted to euros.
Cost (USD)Cost_usdThe sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period, converted to US dollars.
CTRCTR_percThe number of clicks your ad receives (Clicks) divided by the number of times your ad is shown (Impressions).
Bounce rate (%)BounceRate_percPercentage of clicks where the user only visited a single page on your site. Imported from Google Analytics.
Average pageviewsAveragePageviewsAverage number of pages viewed per session. Imported from Google Analytics.
Average time on site (sec)AverageTimeOnSiteTotal duration of all sessions (in seconds) / number of sessions. Imported from Google Analytics.
CPCCPCThe total cost of all clicks divided by the total number of clicks received.
CPMCPM
Average positionAveragepositionYour ad's position relative to those of other advertisers.
Average frequencyAverageFrequencyAverage number of times a unique cookie was exposed to your ad over a given time period.
BudgetBudget
Daily budgetDailyBudget
Percent of budget usedbudgetUsedPortion_perc
Total budgetTotalAmountThe total budget amount, if you set a campaign's total budget in the AdWords UI.
Unique cookiesImpressionReachNumber 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.
InteractionsInteractionsThe 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_percHow 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 interactionCostPerInteraction
EngagementsEngagementsThe 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_percHow 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 scoreHistoricalQualityScore
Historical creative quality scoreHistoricalCreativeQualityScore
Historical landing page quality scoreHistoricalLandingPageQualityScore
Historical search predicted CTRHistoricalSearchPredictedCtr
ACTIVE VIEWViewable impressionsActiveViewImpressionsHow often your ad has become viewable on a Display Network site.
Viewable CTRviewableCTR_percHow often people clicked your ad after it became viewable.
Viewable CPMviewableCPMAverage cost of viewable impressions (ActiveViewImpressions).
ORGANICOrganic average positionOrganicAveragePositionAverage top position of your organic listing (or multiple listings) for each query.
Organic clicksOrganicClicksNumber of times someone clicked your site's listing in the unpaid results for a particular query.
Organic clicks per queryOrganicClicksPerQueryNumber of clicks you've received on your organic search listings divided by the total number of searches that returned pages from your site.
Organic impressionsOrganicImpressionsNumber of organic search listing impressions.
Organic impressions per queryOrganicImpressionsPerQueryAverage number of times a page from your site was listed per query.
Organic queriesOrganicQueriesTotal number of searches that returned organic search results for your site over the given period.
AD & ORGANIC COMBINEDCombined clicksCombinedAdsOrganicClicks
Combined queriesCombinedAdsOrganicQueriesTotal number of searches that returned pages from your site in the organic search results or triggered one of your ads.
Combined clicks per queryCombinedAdsOrganicClicksPerQuery
CONVERSIONSConversionsConversionsmanyperclickThe number of conversions for all conversion actions that you have opted into optimization.
Conversion rate %ConversionRateManyPerClick_percThe number of conversions divided by total clicks that can be tracked to conversions.
Conversions per impressionCPI
Cost per conversionCostPerConversionManyPerClickThe Cost attributable to conversion-tracked clicks divided by the number of conversions
Value per conversionValuePerConvManyPerClick
Conversion valueTotalconversionvalueThe sum of conversion values for all conversions.
Return on ad spend (ROAS)ROAS
View-through conversionsViewthroughconversionsThe 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 conversionsClickAssistedConversions
Click assisted conversion valueClickAssistedConversionValueThe total value of all conversions for which this keyword, ad, ad group, or campaign triggered assisted clicks.
Impression assisted conversionsImpressionAssistedConversionsTotal number of conversions for which this object triggered assist impressions prior to the last click.
Impression assisted conversion valueImpressionAssistedConversionValueTotal value of all conversions for which this object triggered assist impressions.
All conversionsEstimatedTotalConversionsBest estimate of the total number of conversions that AdWords drives. Includes website, cross-device, and phone call conversions.
All conversion valueEstimatedTotalConversionValueThe total value of all of your conversions, including those that are estimated.
Cross-device conversionsEstimatedCrossDeviceConversionsConversions from when a customer clicks on an AdWords ad on one device, then converts on a different device or browser. Cross-device conversions are already included in your AllConversions column.
VIDEOVideo impressionsVideoImpressions
Video viewsVideoViewsThe number of times your video ads were viewed.
Video watch rate (%)VideoViewRate_percThe 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_percPercentage of impressions where the viewer watched 25% of your video.
Watch 50% rateVideoQuartile50Rate_percPercentage of impressions where the viewer watched 50% of your video.
Watch 75% rateVideoQuartile75Rate_percPercentage of impressions where the viewer watched 75% of your video.
Watch 100% rateVideoQuartile100Rate_percPercentage of impressions where the viewer watched all of your video.
Watch 25% viewsVideoQuartile25Views
Watch 50% viewsVideoQuartile50Views
Watch 75% viewsVideoQuartile75Views
Watch 100% viewsVideoQuartile100Views
CALLSCall impressionsOfflineInteractionImpressionsNumber of offline phone impressions.
CallsCallsNumber of offline phone calls.
Call rate (%)CallRate_perc
GMAILGmail forwardsGmailForwardsThe number of times your ad was forwarded to someone else as a message.
Gmail savesGmailSavesThe number of times someone has saved your Gmail ad to their inbox as a message.
Gmail secondary clicksGmailSecondaryClicksThe number of clicks to your landing page on the expanded state of Gmail ads.
IMPRESSION SHAREImpression shareImpressionShare
Search impression shareSearchImpressionShareThe impressions you've received on the Search Network divided by the estimated number of impressions you were eligible to receive.
Search exact match impression shareSearchExactMatchImpressionShareThe 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 budgetSearchBudgetLostImpressionShareThe 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 rankSearchRankLostImpressionShareThe estimated percentage of impressions on the Search Network that your ads didn't receive due to poor Ad Rank.
Content impression shareContentImpressionShareThe 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 budgetContentBudgetLostImpressionShareThe 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 rankContentRankLostImpressionShareThe estimated percentage of impressions on the Display Network that your ads didn't receive due to poor Ad Rank.
Available impressionsAvailableImpressions
Lost impressionsLostImpressions
Lost impressions due to budgetLostImpressionsDueToBudget
Lost impressions due to rankLostImpressionsDueToRank
OTHERFree clicksFreeclicks
Free click rate %FreeClickRate_perc
Invalid clicksInvalidclicksNumber of clicks Google considers illegitimate and doesn't charge you for.