Metric list for Google Ads

15 metrics available

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 (GBP)Cost_gbpThe sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period, converted to British pounds
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
BudgetBudgetThe calculated total budget for the days with at least one impression
Daily budgetDailyBudget
Percent of budget usedbudgetUsedPortion_perc
Total budgetTotalAmountThe total budget amount, if you set a campaign's total budget in the Google Ads UI
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 search predicted CTRHistoricalSearchPredictedCtr_metricNumerical value corresponding the textual values. Above average (2), Average (1), Below average (-1), Unknown (0)
Historical landing page quality scoreHistoricalLandingPageQualityScore_metricNumerical value corresponding the textual values. Above average (2), Average (1), Below average (-1), Unknown (0)
Historical creative quality scoreHistoricalCreativeQualityScore_metricNumerical value corresponding the textual values. Above average (2), Average (1), Below average (-1), Unknown (0)
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
Cost per estimated total conversionsCostPerAllConversionTotal cost divided by all estimated conversions
Cost per engagementCostPerEngagementThe average amount that you have been charged for an ad engagement
Cost per video viewCostPerVideoViewThe average amount you pay each time someone views your ad
Value per conversionValuePerConvManyPerClick
Estimated value per all conversionsValuePerAllConversionThe value, on average, of all conversions
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 conversions (deprecated)ClickAssistedConversions
Click assisted conversion value (deprecated)ClickAssistedConversionValueThe total value of all conversions for which this keyword, ad, ad group, or campaign triggered assisted clicks
Impression assisted conversions (deprecated)ImpressionAssistedConversionsTotal number of conversions for which this object triggered assist impressions prior to the last click
Impression assisted conversion value (deprecated)ImpressionAssistedConversionValueTotal value of all conversions for which this object triggered assist impressions
All conversionsEstimatedTotalConversionsBest estimate of the total number of conversions that Google Ads drives. Includes website, cross-device, and phone call conversions
All conversion valueEstimatedTotalConversionValueThe total value of all of your conversions, including those that are estimated
All conversion rate %EstimatedTotalConversionRate_percThe number of all conversions divided by total clicks that can be tracked to conversions
Cross-device conversionsEstimatedCrossDeviceConversionsConversions 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 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
CLICK SHARESearch click shareSearchClickShareThe number of clicks you have received on the Search Network divided by the estimated number of clicks you were eligible to receive
Eligible search clicksEligibleSearchClicksThe number of clicks you have could have received
Lost search clicksLostSearchClicksThe number of clicks you lost
IMPRESSION SHAREImpression shareImpressionShareThe impressions you've received divided by the total Available Impressions
Search impression shareSearchImpressionShareThe impressions you've received on the Search Network divided by the estimated number of impressions you were eligible to receive
Search impression share (raw)SearchImpressionShareRawThe 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 impressionsAvailableImpressionsThis is a complex calculation but in most basic for is Impressions + Lost Impressions = Available impressions
Lost impressionsLostImpressions
Lost impressions due to budgetLostImpressionsDueToBudget
Lost impressions due to rankLostImpressionsDueToRank
LANDING PAGEMobile-friendly click ratePercentageMobileFriendlyClicksThe percentage of mobile clicks that go to a mobile-friendly page
Valid AMP click ratePercentageValidAMPClicksThe percentage of ad clicks to AMP (accelerated mobile pages) landing pages that reach a valid AMP page
OTHERFree clicksFreeclicks
Free click rate %FreeClickRate_perc
Invalid clicksInvalidclicksNumber of clicks Google considers illegitimate and doesn't charge you for
Top impression percentageTopImpressionPercentage
Absolute top impression percentageAbsoluteTopImpressionPercentage
Search absolute top impression shareSearchAbsoluteTopImpressionShare
Search top impression shareSearchTopImpressionShare
Search rank lost top impression shareSearchRankLostTopImpressionShare
Search rank lost absolute top impression shareSearchRankLostAbsoluteTopImpressionShare
Search budget lost absolute top impression shareSearchBudgetLostAbsoluteTopImpressionShare
Search budget lost top impression shareSearchBudgetLostTopImpressionShare
BID GOAL PERFORMANCEAd group countAdGroupCountThe count of ad groups using the bidding strategy
Ad group criteria countAdGroupCriteriaCountThe count of ad group criterion using the bidding strategy or label
Estimated total conversion rateAllConversionRateAll estimated conversions divided by clicks
Campaign countCampaignCountThe count of Campaign objects using the bidding strategy
Non-removed ad group countNonRemovedAdGroupCountThe count of non-removed ad groups using the bidding strategy
Non-removed ad group criteria countNonRemovedAdGroupCriteriaCountThe count of non-removed ad group criteria using the bidding strategy
Non-removed campaign countNonRemovedCampaignCountThe count of non-removed campaigns using the bidding strategy
DEPRECATEDAverage frequencyAverageFrequencyAverage 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 positionAveragepositionYour ad's position relative to those of other advertisers. Please note that this field will be removed on 2019-09-30
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. Please note that the field will be depreacted and will stop returning values on 2020-01-29