Field list for Google Ads

39 metrics and 275 dimensions available

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
Account edit linkaccount_edit_linkdimLink to edit the Google Ads account
Company nameClientcompanynamedim
Currency codeCurrencycodedim
Time zoneTimezonedim
NETWORKNetworkNetworkdim
Network (with search partners)Networkwithsearchpartnersdim
CAMPAIGNCampaign nameCampaignnamedim
Campaign IDCampaignIDdimThe ID of the Campaign
Campaign statusCampaignstatusdim
Campaign edit linkcampaign_edit_linkdimLink to edit the campaign in Google Ads
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
Final URL suffixFinalUrlSuffixdimURL template for appending params to final URL
BUDGETBudget nameBudgetNamedim
Budget IDBudgetIDdimThe ID of the Budget
Configured budget amountConfiguredBudgetdimThe configured daily budget amount
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
Ad group edit linkad_group_edit_linkdimLink to edit the ad group in Google Ads
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 1TextAdDescription1dimThe description 1 of the expanded text 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
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
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
All networks keywordsKeywordsAllNetworksdim
Match typeMatchtypedim
Keyword IDKeywordIDdimThe ID of the Keyword that triggered the ad
Keyword statusKeywordstatusdim
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
Preferred positionPreferredpositiondim
Lowest positionLowestpositiondim
Matched search termSearchtermdim
Branded vs. non-branded search queriesbranded_vs_nonbrandeddimCategorises search queries into branded or non-branded. You can specify your own brand terms in the settings
Query targeting statusQueryTargetingStatusdimIndicates whether the search term is currently one of your targeted or excluded keywords
QUALITY SCOREHistorical search predicted CTR (text)HistoricalSearchPredictedCtrdim
Historical landing page quality score (text)HistoricalLandingPageQualityScoredim
Historical creative quality score (text)HistoricalCreativeQualityScoredim
ORGANICSearch result typeSerpTypedim
PLACEMENTPlacement URLPlacementURLdim
DomainDomaindimThe domain of the URL (placement) where the impression was shown
TopicTopicdim
ExclusionExclusiondim
Placement statusPlacementstatusdim
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
Target locationLocationdimGeo target. E.g. country, city, postal code, municipality, district etc
LANDING PAGEMobile speed scoreSpeedScoredim
MULTI ASSET RESPONSIVE DISPLAYHeadline 1 (multi asset responsive display)MultiAssetResponsiveDisplayAdHeadline1dim
Headline 2 (multi asset responsive display)MultiAssetResponsiveDisplayAdHeadline2dim
Headline 3 (multi asset responsive display)MultiAssetResponsiveDisplayAdHeadline3dim
Headline 4 (multi asset responsive display)MultiAssetResponsiveDisplayAdHeadline4dim
Headline 5 (multi asset responsive display)MultiAssetResponsiveDisplayAdHeadline5dim
Long headline (multi asset responsive display)MultiAssetResponsiveDisplayAdLongHeadlinedim
Description 1 (multi asset responsive display)MultiAssetResponsiveDisplayAdDescription1dim
Description 2 (multi asset responsive display)MultiAssetResponsiveDisplayAdDescription2dim
Description 3 (multi asset responsive display)MultiAssetResponsiveDisplayAdDescription3dim
Description 4 (multi asset responsive display)MultiAssetResponsiveDisplayAdDescription4dim
Description 5 (multi asset responsive display)MultiAssetResponsiveDisplayAdDescription5dim
Business name (multi asset responsive display)MultiAssetResponsiveDisplayAdBusinessNamedim
Call to action text (multi asset responsive display)MultiAssetResponsiveDisplayAdCallToActionTextdim
Promotion text (multi asset responsive display)MultiAssetResponsiveDisplayAdDynamicSettingsPromoTextdim
Ad format preference (multi asset responsive display)MultiAssetResponsiveDisplayAdFormatSettingdim
Main color (multi asset responsive display)MultiAssetResponsiveDisplayAdMainColordim
Accent color (multi asset responsive display)MultiAssetResponsiveDisplayAdAccentColordim
Allow flexible color (multi asset responsive display)MultiAssetResponsiveDisplayAdAllowFlexibleColordim
Logo URL 1 (multi asset responsive display)MultiAssetResponsiveDisplayAdLogoImage1dim
Logo URL 2 (multi asset responsive display)MultiAssetResponsiveDisplayAdLogoImage2dim
Logo URL 3 (multi asset responsive display)MultiAssetResponsiveDisplayAdLogoImage3dim
Logo URL 4 (multi asset responsive display)MultiAssetResponsiveDisplayAdLogoImage4dim
Logo URL 5 (multi asset responsive display)MultiAssetResponsiveDisplayAdLogoImage5dim
Landscape logo URL 1 (multi asset responsive display)MultiAssetResponsiveDisplayAdLandscapeLogoImage1dim
Landscape logo URL 2 (multi asset responsive display)MultiAssetResponsiveDisplayAdLandscapeLogoImage2dim
Landscape logo URL 3 (multi asset responsive display)MultiAssetResponsiveDisplayAdLandscapeLogoImage3dim
Landscape logo URL 4 (multi asset responsive display)MultiAssetResponsiveDisplayAdLandscapeLogoImage4dim
Landscape logo URL 5 (multi asset responsive display)MultiAssetResponsiveDisplayAdLandscapeLogoImage5dim
Image URL 1 (multi asset responsive display)MultiAssetResponsiveDisplayAdMarketingImage1dim
Image URL 2 (multi asset responsive display)MultiAssetResponsiveDisplayAdMarketingImage2dim
Image URL 3 (multi asset responsive display)MultiAssetResponsiveDisplayAdMarketingImage3dim
Image URL 4 (multi asset responsive display)MultiAssetResponsiveDisplayAdMarketingImage4dim
Image URL 5 (multi asset responsive display)MultiAssetResponsiveDisplayAdMarketingImage5dim
Image URL 6 (multi asset responsive display)MultiAssetResponsiveDisplayAdMarketingImage6dim
Image URL 7 (multi asset responsive display)MultiAssetResponsiveDisplayAdMarketingImage7dim
Image URL 8 (multi asset responsive display)MultiAssetResponsiveDisplayAdMarketingImage8dim
Image URL 9 (multi asset responsive display)MultiAssetResponsiveDisplayAdMarketingImage9dim
Image URL 10 (multi asset responsive display)MultiAssetResponsiveDisplayAdMarketingImage10dim
Image URL 11 (multi asset responsive display)MultiAssetResponsiveDisplayAdMarketingImage11dim
Image URL 12 (multi asset responsive display)MultiAssetResponsiveDisplayAdMarketingImage12dim
Image URL 13 (multi asset responsive display)MultiAssetResponsiveDisplayAdMarketingImage13dim
Image URL 14 (multi asset responsive display)MultiAssetResponsiveDisplayAdMarketingImage14dim
Image URL 15 (multi asset responsive display)MultiAssetResponsiveDisplayAdMarketingImage15dim
Square image URL 1 (multi asset responsive display)MultiAssetResponsiveDisplayAdSquareMarketingImage1dim
Square image URL 2 (multi asset responsive display)MultiAssetResponsiveDisplayAdSquareMarketingImage2dim
Square image URL 3 (multi asset responsive display)MultiAssetResponsiveDisplayAdSquareMarketingImage3dim
Square image URL 4 (multi asset responsive display)MultiAssetResponsiveDisplayAdSquareMarketingImage4dim
Square image URL 5 (multi asset responsive display)MultiAssetResponsiveDisplayAdSquareMarketingImage5dim
Square image URL 6 (multi asset responsive display)MultiAssetResponsiveDisplayAdSquareMarketingImage6dim
Square image URL 7 (multi asset responsive display)MultiAssetResponsiveDisplayAdSquareMarketingImage7dim
Square image URL 8 (multi asset responsive display)MultiAssetResponsiveDisplayAdSquareMarketingImage8dim
Square image URL 9 (multi asset responsive display)MultiAssetResponsiveDisplayAdSquareMarketingImage9dim
Square image URL 10 (multi asset responsive display)MultiAssetResponsiveDisplayAdSquareMarketingImage10dim
Square image URL 11 (multi asset responsive display)MultiAssetResponsiveDisplayAdSquareMarketingImage11dim
Square image URL 12 (multi asset responsive display)MultiAssetResponsiveDisplayAdSquareMarketingImage12dim
Square image URL 13 (multi asset responsive display)MultiAssetResponsiveDisplayAdSquareMarketingImage13dim
Square image URL 14 (multi asset responsive display)MultiAssetResponsiveDisplayAdSquareMarketingImage14dim
Square image URL 15 (multi asset responsive display)MultiAssetResponsiveDisplayAdSquareMarketingImage15dim
YouTube video URL 1 (multi asset responsive display)MultiAssetResponsiveDisplayAdYouTubeVideo1dim
YouTube video URL 2 (multi asset responsive display)MultiAssetResponsiveDisplayAdYouTubeVideo2dim
YouTube video URL 3 (multi asset responsive display)MultiAssetResponsiveDisplayAdYouTubeVideo3dim
YouTube video URL 4 (multi asset responsive display)MultiAssetResponsiveDisplayAdYouTubeVideo4dim
YouTube video URL 5 (multi asset responsive display)MultiAssetResponsiveDisplayAdYouTubeVideo5dim
BID GOAL PERFORMANCEExternal customer IDExternalCustomerIddimThe unique identifier of the customer
Page one promoted bid ceilingPageOnePromotedBidCeilingdimMaximum bid limit for the page one promoted bidding scheme
Page one promoted bid changes for raises onlyPageOnePromotedBidChangesForRaisesOnlydimWhether the page one promoted strategy always follows bid estimate changes (false), or only increases (true)
Page one promoted bid modifierPageOnePromotedBidModifierdimBid multiplier defined on the page one promoted bidding scheme
Page one promoted raise bid when budget constrainedPageOnePromotedRaiseBidWhenBudgetConstraineddimWhether the page one promoted strategy is allowed to raise bids if the campaign is `Limited by budget`
Page one promoted raise bid when quality score is lowPageOnePromotedRaiseBidWhenLowQualityScoredimWhether the page one promoted strategy is allowed to raise bids on keywords with lower-range quality scores
Page one promoted strategy goalPageOnePromotedStrategyGoaldimStrategy goal of where impressions will show on search result pages
Bidding strategy statusBiddingStrategyStatusdimThe status of the bidding strategy
Target CPATargetCPAdimThe current target CPA set on the Target CPA bidding strategy
Target CPA max CPC bid ceilingTargetCpaMaxCpcBidCeilingdimThe maximum CPC bid limit for the target CPA bidding strategy
Target CPA max CPC bid floorTargetCpaMaxCpcBidFloordimThe minimum CPC bid limit for the target CPA bidding strategy
Target outrank shareTargetOutrankSharedimTarget fraction of auctions where the advertiser should outrank the competitor
Target outrank share bid changes for raises onlyTargetOutrankShareBidChangesForRaisesOnlydimWhether the target ROAS strategy always follows bid estimate changes (false), or only increases (true)
Target outrank share competitor domainTargetOutrankShareCompetitorDomaindimThe competitor's visible domain URL for the target ROAS strategy
Target outrank share max cpc bid ceilingTargetOutrankShareMaxCpcBidCeilingdimThe target ROAS strategy's ceiling on max CPC bids
Target outrank share raise bid when quality score is lowTargetOutrankShareRaiseBidWhenLowQualityScoredimWhether the target ROAS strategy is allowed to raise bids on keywords with lower-range quality scores
Target ROASTargetROASdimThe desired revenue per unit of spend
Target ROAS bid ceilingTargetRoasBidCeilingdimMaximum bid limit that applies to all keywords managed by the target ROAS bidding strategy configuration
Target ROAS bid floorTargetRoasBidFloordimMinimum bid limit that applies to all keywords managed by the target ROAS bidding strategy configuration
Target spend bid ceilingTargetSpendBidCeilingdimThe largest max CPC bid that can be set by the target spend bidding strategy configuration
Target spend spend targetTargetSpendSpendTargetdimThe spend target under which to maximize clicks
Target ROAS (Maximize Conversion Value)MaximizeConversionValueTargetRoasdimThe target ROAS that was set for maximizing revenue while averaging the target return on ad spend
DEPRECATEDDestination URLDestinationURLdimDestination URL of the ad. Please note that this field will be removed on 2020-10-29
Keyword destination URLKeyworddestinationURLdimPlease note that this field will be removed on 2020-10-29
Placement destination URLPlacementdestinationURLdimPlease note that this field will be removed on 2020-10-29
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
BudgetBudgetmetThe calculated total budget for the days with at least one impression
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
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 search predicted CTRHistoricalSearchPredictedCtr_metricmetNumerical value corresponding the textual values. Above average (2), Average (1), Below average (-1), Unknown (0)
Historical landing page quality scoreHistoricalLandingPageQualityScore_metricmetNumerical value corresponding the textual values. Above average (2), Average (1), Below average (-1), Unknown (0)
Historical creative quality scoreHistoricalCreativeQualityScore_metricmetNumerical value corresponding the textual values. Above average (2), Average (1), Below average (-1), Unknown (0)
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
Cost per estimated total conversionsCostPerAllConversionmetTotal cost divided by all estimated conversions
Cost per engagementCostPerEngagementmetThe average amount that you have been charged for an ad engagement
Cost per video viewCostPerVideoViewmetThe average amount you pay each time someone views your ad
Value per conversionValuePerConvManyPerClickmet
Estimated value per all conversionsValuePerAllConversionmetThe value, on average, of all conversions
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 conversions (deprecated)ClickAssistedConversionsmet
Click assisted conversion value (deprecated)ClickAssistedConversionValuemetThe total value of all conversions for which this keyword, ad, ad group, or campaign triggered assisted clicks
Impression assisted conversions (deprecated)ImpressionAssistedConversionsmetTotal number of conversions for which this object triggered assist impressions prior to the last click
Impression assisted conversion value (deprecated)ImpressionAssistedConversionValuemetTotal 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
All conversion rate %EstimatedTotalConversionRate_percmetThe number of all conversions divided by total clicks that can be tracked to conversions
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 shareImpressionSharemetThe impressions you've received divided by the total Available Impressions
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 impressionsAvailableImpressionsmetThis is a complex calculation but in most basic for is Impressions + Lost Impressions = Available impressions
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
Top impression percentageTopImpressionPercentagemet
Absolute top impression percentageAbsoluteTopImpressionPercentagemet
Search absolute top impression shareSearchAbsoluteTopImpressionSharemet
Search top impression shareSearchTopImpressionSharemet
Search rank lost top impression shareSearchRankLostTopImpressionSharemet
Search rank lost absolute top impression shareSearchRankLostAbsoluteTopImpressionSharemet
Search budget lost absolute top impression shareSearchBudgetLostAbsoluteTopImpressionSharemet
Search budget lost top impression shareSearchBudgetLostTopImpressionSharemet
BID GOAL PERFORMANCEAd group countAdGroupCountmetThe count of ad groups using the bidding strategy
Ad group criteria countAdGroupCriteriaCountmetThe count of ad group criterion using the bidding strategy or label
Estimated total conversion rateAllConversionRatemetAll estimated conversions divided by clicks
Campaign countCampaignCountmetThe count of Campaign objects using the bidding strategy
Non-removed ad group countNonRemovedAdGroupCountmetThe count of non-removed ad groups using the bidding strategy
Non-removed ad group criteria countNonRemovedAdGroupCriteriaCountmetThe count of non-removed ad group criteria using the bidding strategy
Non-removed campaign countNonRemovedCampaignCountmetThe count of non-removed campaigns using the bidding strategy
DEPRECATEDAverage frequencyAverageFrequencymetAverage number of times a unique cookie was exposed to your ad over a given time period. Please note that the field will be depreacted and will stop returning values on 2020-01-29
Average positionAveragepositionmetYour ad's position relative to those of other advertisers. Please note that this field will be removed on 2019-09-30
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. Please note that the field will be depreacted and will stop returning values on 2020-01-29