Data reference

Introduction

Google Ads is Google’s paid advertising platform, spanning Search, Display, YouTube, Shopping, Discovery, Performance Max, App, Local Services, Hotel, and other campaign types. Advertisers run paid campaigns through Google Ads Manager, and the connector imports the resulting architecture and performance data via the Google Ads API (GAQL, v23). As a marketing connector, metrics, breakdowns, and currencies are standardized so widgets can aggregate across sources without additional configuration. To connect this data source, see How to connect Google Ads to Adriel.

Data refresh strategy

Architecture data

Architecture covers ad accounts, campaigns, ad sets (ad groups), ads, and keywords. It refreshes every 4 hours, on the hour (UTC). Only campaigns created within the last 3 years are imported when the data source is first connected; campaigns created before that window are not back-filled.

Reports data

Reports include daily performance for ad accounts, campaigns, ad sets, ads, and keywords. Real-time. Report data is fetched from Google on demand when a dashboard loads, so the latest values are always visible. On top of that, scheduled cache refreshes keep historical data consistent across multiple time windows. Refresh schedule. Reports refresh on three overlapping schedules:

11:40 PM and 6:40 AM UTC daily — syncs the last 3 days for ad account, campaign, ad set, and ad
5:00 PM UTC daily — syncs the last 30 days for ad account, campaign, ad set, and ad
7:30 AM UTC on the 1st and 15th of each month — syncs the last 90 days for ad account, campaign, ad set, and ad

Architecture levels

Ad account → Campaign → Ad set (ad group) → Ad → Keyword → Search term Performance Max campaigns replace the ad set / ad tier with an asset group → asset structure.

Date range limits

Breakdown	Max range
Daily	93 days
Weekly	1 year
Monthly	2 years

Metrics

How to read the columnsData type uses Adriel’s vocabulary — Number, Currency, Percentage, Ratio, Duration, Date, Text, URL, Array, Boolean. API Key in code style like metrics.clicks is the literal Google Ads API (GAQL) field; Google returns object-scoped keys (for example campaign.name, ad_group_ad.ad.name), so no further qualification is needed. Italic marks a value Adriel computes or derives with no single underlying field. Some raw fields back several metrics — for example the UTM tracking-template fields back all five UTM metrics, and the video-quartile field set backs each video-completion metric — so the same key can appear on multiple rows; that’s the shared source field, not a duplicated entry. Currency values are reported in each ad account’s configured Google Ads currency.

Currency conversion. Each ad account’s currency comes from its Google Ads settings. When an ad account’s currency differs from the workspace currency, costs are automatically converted using the current day’s exchange rate.

Basic

Metric	Description	Data type	API Key
Channel Type	Google Ads campaign subtype reported for the campaign.	Text	`campaign.advertising_channel_sub_type`, `campaign.advertising_channel_type`
Creative Type	Format of the ad creative, such as search, display, video, or app.	Text	Adriel-derived
Result Indicator	The metric used to represent the result for the campaign’s objective.	Text	Resolved from campaign objective
Results	The number of results for the campaign’s configured objective.	Number	Adriel-derived

Campaign Attributes

Metric	Description	Data type	API Key
Ad Account Name	Name of the Google Ads account.	Text	`customer.descriptive_name`
Ad Name	Name of the ad.	Text	`ad_group_ad.ad.name`
Ad Set Name	Name of the ad group or asset group.	Text	`ad_group.name`, `asset_group.name`
Ad Spend	Total ad spend.	Currency	`metrics.cost_micros`
Bid Cap	Bid cap or bid amount reported for the selected keyword or bidding setup.	Currency	`ad_group_criterion.cpc_bid_micros`, `campaign.target_cpa.target_cpa_micros`, `campaign.target_cpa.cpc_bid_ceiling_micros`, `campaign.target_cpa.cpc_bid_floor_micros`
Bid Strategy	Bidding strategy or bid settings used by the selected entity.	Text	`campaign.bidding_strategy_type`, `ad_group.cpc_bid_micros`, `ad_group.cpm_bid_micros`, `ad_group.cpv_bid_micros`, `ad_group.target_cpa_micros`
Budget	Budget settings reported for the campaign, including amount and whether the budget is daily or total.	Text	`campaign_budget.amount_micros`, `campaign_budget.total_amount_micros`, `campaign_budget.period`
Campaign Name	Name of the campaign.	Text	`campaign.name`
Creative URL	Primary image or video URL associated with the ad creative when Google Ads provides one.	URL	`asset.image_asset.full_size.url`, `asset.youtube_video_asset.youtube_video_id`, `ad_group_ad.ad.image_ad.image_url`
Daily Budget	Daily budget amount for the campaign.	Currency	`campaign_budget.amount_micros`
Ends	Campaign end date in Google Ads.	Date	`campaign.end_date`
Is Active	Whether the selected campaign, ad set, or ad is currently active.	Text	Adriel-side
Landing URL	Final landing page URLs used by the ad or asset.	URL	`ad_group_ad.ad.final_urls`, `asset.final_urls`
Lifetime Budget	The total lifetime budget configured for the campaign.	Currency	Adriel-side
Objective	Primary campaign objective inferred from the Google Ads bidding strategy.	Text	`campaign.bidding_strategy_type`, `campaign.app_campaign_setting.bidding_strategy_goal_type`
Starts	Campaign start date in Google Ads.	Date	`campaign.start_date`
Status	Status of the selected Google Ads entity, such as running, paused, deleted, or under review.	Text	`campaign.status`, `ad_group.status`, `ad_group_ad.status`, `ad_group_criterion.status`, `asset_group.status`
Status Text	A human-readable label for the current delivery status.	Text	Adriel-side
UTM Campaign	UTM campaign values found in the tracking settings for the selected entity.	Text	`campaign.tracking_url_template`, `campaign.url_custom_parameters`, `ad_group.tracking_url_template`, `ad_group.url_custom_parameters`, `ad_group_ad.ad.tracking_url_template`, `ad_group_ad.ad.url_custom_parameters`
UTM Content	UTM content values found in the tracking settings for the selected entity.	Text	`campaign.tracking_url_template`, `campaign.url_custom_parameters`, `ad_group.tracking_url_template`, `ad_group.url_custom_parameters`, `ad_group_ad.ad.tracking_url_template`, `ad_group_ad.ad.url_custom_parameters`
UTM Medium	UTM medium values found in the tracking settings for the selected entity.	Text	`campaign.tracking_url_template`, `campaign.url_custom_parameters`, `ad_group.tracking_url_template`, `ad_group.url_custom_parameters`, `ad_group_ad.ad.tracking_url_template`, `ad_group_ad.ad.url_custom_parameters`
UTM Source	UTM source values found in the tracking settings for the selected entity.	Text	`campaign.tracking_url_template`, `campaign.url_custom_parameters`, `ad_group.tracking_url_template`, `ad_group.url_custom_parameters`, `ad_group_ad.ad.tracking_url_template`, `ad_group_ad.ad.url_custom_parameters`
UTM Term	UTM term values found in the tracking settings for the selected entity.	Text	`campaign.tracking_url_template`, `campaign.url_custom_parameters`, `ad_group.tracking_url_template`, `ad_group.url_custom_parameters`, `ad_group_ad.ad.tracking_url_template`, `ad_group_ad.ad.url_custom_parameters`

UTM values are parsed by Adriel, not returned by Google. Adriel reads the UTM query parameters from each ad’s tracking settings and landing URL and exposes them as metrics for rollup.

Campaign Structure

Metric	Description	Data type	API Key
Ad Account ID	Google Ads customer ID for the account.	Text	`customer.id`
Ad ID	Google Ads ad ID or Performance Max asset identifier.	Text	`ad_group_ad.ad.id`, `asset_group_asset.resource_name`
Ad Set ID	Google Ads ad group or asset group ID.	Text	`ad_group.id`, `asset_group.id`
Campaign ID	Google Ads campaign ID.	Text	`campaign.id`
Channel	Normalized Google Ads subchannel classification for the campaign, such as Search, Display, Demand Gen, or Performance Max.	Text	`campaign.advertising_channel_type`, `campaign.advertising_channel_sub_type`, `campaign.app_campaign_setting.app_store`
Keyword ID	Google Ads keyword criterion ID.	Text	`ad_group_criterion.criterion_id`, `keyword_view.resource_name`
Keyword Match Type	Match type configured for the keyword.	Text	`ad_group_criterion.keyword.match_type`
Keyword Name	Keyword text reported by Google Ads.	Text	`ad_group_criterion.keyword.text`

Computed Metric

These are calculated by Adriel from other metrics; they have no single underlying Google Ads field.

Metric	Description	Data type	API Key
Frequency	Average number of times each user saw the ads (impressions divided by reach).	Ratio	Adriel-computed
ROAS	Return on ad spend — conversion value divided by spend.	Ratio	Adriel-computed
Video Played To 100% (%)	Plays reaching 100% completion as a share of video impressions.	Percentage	Adriel-computed
Video Played To 25% (%)	Plays reaching 25% completion as a share of video impressions.	Percentage	Adriel-computed
Video Played To 50% (%)	Plays reaching 50% completion as a share of video impressions.	Percentage	Adriel-computed
Video Played To 75% (%)	Plays reaching 75% completion as a share of video impressions.	Percentage	Adriel-computed
View Rate	Video views as a share of video impressions.	Percentage	Adriel-computed

Conversion Performance

Metric	Description	Data type	API Key
Conversion Goal	Conversion goal associated with the reported results.	Text	Adriel-derived
Conversion Value	Total conversion value attributed by Google Ads.	Currency	`metrics.conversions_value`
Conversions	The number of conversions.	Number	`metrics.conversions`
Revenue	Total conversion value attributed by Google Ads.	Currency	`metrics.conversions_value`

Conversions vs. All conversions. “Conversions” reflects only conversion actions flagged as primary in the Google Ads setup. “All conversions” includes every conversion action, primary or secondary. Two different numbers appearing in different widgets usually means each is using a different one of these.

Custom conversion events are imported automatically. Any conversion action configured in the Google Ads account is imported and appears in dashboards only while the underlying event is active in the account. For each imported event, Adriel also generates derived KPIs such as ROAS, CPA, and conversion rate.

Creative Attributes

Metric	Description	Data type	API Key
Creative Image	A reference to the ad’s creative image.	Text	Adriel-side

Engagement

Metric	Description	Data type	API Key
Engagement	The number of engagements.	Number	`metrics.engagements`
Video Impressions	Estimated number of video impressions used to calculate video completion metrics.	Number	`metrics.video_trueview_views`, `metrics.video_view_rate`, `metrics.video_views`, `metrics.impressions`

Impression Click Performance

Metric	Description	Data type	API Key
Clicks (All)	Number of clicks.	Number	`metrics.clicks`
CPC	Cost per click.	Currency	Adriel-computed
CPM	Cost per thousand impressions.	Currency	Adriel-computed
CTR	Click-through rate — clicks divided by impressions.	Percentage	Adriel-computed
Impressions	Count of how often your ad has appeared on a search results page or website on the Google Network.	Number	`metrics.impressions`
Link Clicks	The number of clicks.	Number	`metrics.clicks`
Reach	Estimated number of unique users who saw the ads.	Number	Adriel-derived

Video Performance

Metric	Description	Data type	API Key
15s Video Plays	Number of video views that reached 15 seconds.	Number	Adriel-derived
2s Video Plays	Number of video views that reached 2 seconds.	Number	Adriel-derived
30s Video Plays	Number of video views that reached 30 seconds.	Number	Adriel-derived
3s Video Plays	Number of video views that reached 3 seconds.	Number	Adriel-derived
6s Video Plays	Number of video views that reached 6 seconds.	Number	Adriel-derived
CPV	Cost per video view — spend divided by video views.	Currency	Adriel-computed
Video Play	Number of times the video started playing.	Number	Adriel-derived
Video Played To 100% (Views)	Estimated number of video impressions that reached 100% playback.	Number	`metrics.video_quartile_p_100_rate`, `metrics.video_trueview_views`, `metrics.video_view_rate`, `metrics.video_views`, `metrics.impressions`
Video Played To 25% (Views)	Estimated number of video impressions that reached 25% playback.	Number	`metrics.video_quartile_p_25_rate`, `metrics.video_trueview_views`, `metrics.video_view_rate`, `metrics.video_views`, `metrics.impressions`
Video Played To 50% (Views)	Estimated number of video impressions that reached 50% playback.	Number	`metrics.video_quartile_p_50_rate`, `metrics.video_trueview_views`, `metrics.video_view_rate`, `metrics.video_views`, `metrics.impressions`
Video Played To 75% (Views)	Estimated number of video impressions that reached 75% playback.	Number	`metrics.video_quartile_p_75_rate`, `metrics.video_trueview_views`, `metrics.video_view_rate`, `metrics.video_views`, `metrics.impressions`
Views	Number of video views.	Number	`metrics.video_trueview_views`, `metrics.video_views`

Video metrics at the ad-account level. Google’s API does not allow video quartile metrics to be queried at the ad-account level. When a video metric is requested at account level, the query is automatically promoted to campaign level and results are aggregated.

Google Ads-specific

These metrics exist only for Google Ads and aren’t part of any cross-connector category. Every group above is a standard category shared with other connectors.

Metric	Description	Data type	API Key
Absolute Top Impression Percentage	Search absolute top impression share is the percentage of your Search ad impressions that are shown in the most prominent Search position.	Percentage	`metrics.absolute_top_impression_percentage`
Absolute Top Impression Share	The percentage of the customer’s Shopping or Search ad impressions that are shown in the most prominent Shopping position.	Percentage	`metrics.search_absolute_top_impression_share`
Active View Cpm	Average cost of viewable impressions (active_view_impressions).	Currency	`metrics.active_view_cpm`
Active View Ctr	Active view measurable clicks divided by active view viewable impressions.	Percentage	`metrics.active_view_ctr`
Active View Impressions	A measurement of how often your ad has become viewable on a Display Network site.	Number	`metrics.active_view_impressions`
Active View Measurability	The ratio of impressions that could be measured by Active View over the number of served impressions.	Percentage	`metrics.active_view_measurability`
Active View Measurable Cost (Micros)	The cost of the impressions you received that were measurable by Active View.	Currency	`metrics.active_view_measurable_cost_micros`
Active View Measurable Impressions	The number of times your ads are appearing on placements in positions where they can be seen.	Number	`metrics.active_view_measurable_impressions`
Active View Viewability	The percentage of time when your ad appeared on an Active View enabled site (measurable impressions) and was viewable (viewable impressions).	Percentage	`metrics.active_view_viewability`
Ad Spend	Total ad spend in Google Ads currency.	Currency	`metrics.cost_micros`
Ad Type	Google Ads ad format reported for the ad.	Text	`ad_group_ad.ad.type`
All Conversions	The value of all conversions.	Number	`metrics.all_conversions_value`
All Conversions By Conversion Date	The total number of conversions.	Number	`metrics.all_conversions_by_conversion_date`
All Conversions From Click To Call	The number of times people clicked the “Call” button to call a business during or after clicking an ad.	Number	`metrics.all_conversions_from_click_to_call`
All Conversions From Directions	The number of times people clicked a “Get directions” button to navigate to a business after clicking an ad.	Number	`metrics.all_conversions_from_directions`
All Conversions From Interactions Rate	All conversions from interactions (as oppose to view through conversions) divided by the number of ad interactions.	Percentage	`metrics.all_conversions_from_interactions_rate`
All Conversions From Interactions Value Per Interaction	The value of all conversions from interactions divided by the total number of interactions.	Currency	`metrics.all_conversions_from_interactions_value_per_interaction`
All Conversions From Location Asset Click To Call	Number of call button clicks on any location surface after a chargeable ad event (click or impression).	Number	`metrics.all_conversions_from_location_asset_click_to_call`
All Conversions From Location Asset Directions	Number of driving directions clicks on any location surface after a chargeable ad event (click or impression).	Number	`metrics.all_conversions_from_location_asset_directions`
All Conversions From Location Asset Menu	Number of menu link clicks on any location surface after a chargeable ad event (click or impression).	Number	`metrics.all_conversions_from_location_asset_menu`
All Conversions From Location Asset Order	Number of order clicks on any location surface after a chargeable ad event (click or impression).	Number	`metrics.all_conversions_from_location_asset_order`
All Conversions From Location Asset Other Engagement	Number of other types of local action clicks on any location surface after a chargeable ad event (click or impression).	Number	`metrics.all_conversions_from_location_asset_other_engagement`
All Conversions From Location Asset Store Visits	Estimated number of visits to the business after a chargeable ad event (click or impression).	Number	`metrics.all_conversions_from_location_asset_store_visits`
All Conversions From Location Asset Website	Number of website URL clicks on any location surface after a chargeable ad event (click or impression).	Number	`metrics.all_conversions_from_location_asset_website`
All Conversions From Menu	The number of times people clicked a link to view a business’s menu after clicking an ad.	Number	`metrics.all_conversions_from_menu`
All Conversions From Order	The number of times people placed an order at a business after clicking an ad.	Number	`metrics.all_conversions_from_order`
All Conversions From Other Engagement	The number of other conversions (for example, posting a review or saving a location for a business) that occurred after people clicked an ad.	Number	`metrics.all_conversions_from_other_engagement`
All Conversions From Store Visit	Estimated number of times people visited a business after clicking an ad.	Number	`metrics.all_conversions_from_store_visit`
All Conversions From Store Website	The number of times that people were taken to a business’s URL after clicking an ad.	Number	`metrics.all_conversions_from_store_website`
All Conversions Value By Conversion Date	The value of all conversions.	Currency	`metrics.all_conversions_value_by_conversion_date`
All Conversions Value Per Cost	The value of all conversions divided by the total cost of ad interactions (such as clicks for text ads or views for video ads).	Ratio	`metrics.all_conversions_value_per_cost`
All New Customer Lifetime Value	All of new customers’ lifetime conversion value.	Currency	`metrics.all_new_customer_lifetime_value`
All New Customer Lifetime: Conversion Value	All of new customers’ lifetime conversion value.	Currency	`metrics.all_new_customer_lifetime_value`
Average Cart Size	Average cart size is the average number of products in each order attributed to your ads.	Number	`metrics.average_cart_size`
Average Cost	The average amount you pay per interaction.	Currency	`metrics.average_cost`
Average CPC	The total cost of all clicks divided by the total number of clicks received.	Currency	`metrics.average_cpc`
Average CPE	The average amount that you’ve been charged for an ad engagement.	Currency	`metrics.average_cpe`
Average CPM	Average cost-per-thousand impressions (CPM).	Currency	`metrics.average_cpm`
Average Impression Frequency Per User	The average number of times a unique user saw your ad during the requested time period.	Number	`metrics.average_impression_frequency_per_user`
Average Order Value (Micros)	Average order value is the average revenue you made per order attributed to your ads.	Currency	`metrics.average_order_value_micros`
Average Target CPA (Micros)	The average Target CPA, or unset if not available (for example, for campaigns that had traffic from portfolio bidding strategies or non-tCPA).	Currency	`metrics.average_target_cpa_micros`
Average Target Roas	The average Target ROAS, or unset if not available (for example, for campaigns that had traffic from portfolio bidding strategies or non-tROAS).	Ratio	`metrics.average_target_roas`
Biddable App Install Conversions	Number of app installs.	Number	`metrics.biddable_app_install_conversions`
Biddable App Post Install Conversions	Number of in-app actions.	Number	`metrics.biddable_app_post_install_conversions`
Biddable Cohort App Post Install Conversions	Participated in-app actions.	Number	`metrics.biddable_cohort_app_post_install_conversions`
Budget Lost Absolute Top Impression Share	The number estimating how often your ad wasn’t the very first ad among the top ads in the search results due to a low budget.	Percentage	`metrics.search_budget_lost_absolute_top_impression_share`
Budget Lost Impression Share	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.	Percentage	`metrics.search_budget_lost_impression_share`
Budget Lost Top Impression Share	The estimated percent of times that your ad didn’t show adjacent to the top organic search results due to a low budget.	Percentage	`metrics.search_budget_lost_top_impression_share`
Campaign Type	Google Ads campaign channel type.	Text	`campaign.advertising_channel_type`
Content Budget Lost Impression Share	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.	Percentage	`metrics.content_budget_lost_impression_share`
Content Impression Share	The impressions you’ve received on the Display Network divided by the estimated number of impressions you were eligible to receive.	Percentage	`metrics.content_impression_share`
Content Rank Lost Impression Share	The estimated percentage of impressions on the Display Network that your ads didn’t receive due to poor Ad Rank.	Percentage	`metrics.content_rank_lost_impression_share`
Conversions	The number of conversions.	Number	`metrics.conversions`
Conversions (All Conv)	Number of all conversions for the default Google Ads conversion grouping.	Number	`metrics.all_conversions`
Conversions (All Conv): Conversion Value	Total value of all conversions for the default Google Ads conversion grouping.	Currency	`metrics.all_conversions_value`
Conversions By Conversion Date	The number of conversions.	Number	`metrics.conversions_by_conversion_date`
Conversions From Interactions Rate	Conversions from interactions divided by the number of ad interactions (such as clicks for text ads or views for video ads).	Percentage	`metrics.conversions_from_interactions_rate`
Conversions From Interactions Value Per Interaction	The value of conversions from interactions divided by the number of ad interactions.	Currency	`metrics.conversions_from_interactions_value_per_interaction`
Conversions Value By Conversion Date	The value of conversions.	Currency	`metrics.conversions_value_by_conversion_date`
Conversions Value Per Cost	The value of conversions divided by the cost of ad interactions.	Ratio	`metrics.conversions_value_per_cost`
Conversions: Conversion Value	Total conversion value for the default Google Ads conversion grouping.	Currency	`metrics.conversions_value`
Cost Converted Currency Per Platform Comparable Conversion	The cost of the platform comparable conversion in the currency of the authorized customer.	Currency	`metrics.cost_converted_currency_per_platform_comparable_conversion`
Cost Micros	The sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period.	Currency	`metrics.cost_micros`
Cost Of Goods Sold Micros	Cost of goods sold (COGS) is the total cost of the products you sold in orders attributed to your ads.	Currency	`metrics.cost_of_goods_sold_micros`
Cost Per All Conversions	The cost of ad interactions divided by all conversions.	Currency	`metrics.cost_per_all_conversions`
Cost Per Conversion	The cost of ad interactions divided by conversions.	Currency	`metrics.cost_per_conversion`
Cost Per Current Model Attributed Conversion	The cost of ad interactions divided by current model attributed conversions.	Currency	`metrics.cost_per_current_model_attributed_conversion`
Cost Per Platform Comparable Conversion	The cost of ad interactions divided by the number of platform comparable conversions.	Currency	`metrics.cost_per_platform_comparable_conversion`
Cross Device Conversions	Conversions from when a customer clicks on a Google Ads ad on one device, then converts on a different device or browser.	Number	`metrics.cross_device_conversions`
Cross Device Conversions Value Micros	The sum of the value of cross-device conversions, in micros.	Currency	`metrics.cross_device_conversions_value_micros`
Cross Sell Cost Of Goods Sold Micros	Cross-sell cost of goods sold (COGS) is the total cost of products sold as a result of advertising a different product.	Currency	`metrics.cross_sell_cost_of_goods_sold_micros`
Cross Sell Gross Profit Micros	Cross-sell gross profit is the profit you made from products sold as a result of advertising a different product, minus cost of goods sold (COGS).	Currency	`metrics.cross_sell_gross_profit_micros`
Cross Sell Revenue Micros	Cross-sell revenue is the total amount you made from products sold as a result of advertising a different product.	Currency	`metrics.cross_sell_revenue_micros`
Cross Sell Units Sold	Cross-sell units sold is the total number of products sold as a result of advertising a different product.	Number	`metrics.cross_sell_units_sold`
Current Model Attributed Conversions	Shows how your historic conversions data would look under the attribution model you’ve currently selected.	Number	`metrics.current_model_attributed_conversions`
Current Model Attributed Conversions From Interactions Rate	Current model attributed conversions from interactions divided by the number of ad interactions (such as clicks for text ads or views for video ads).	Percentage	`metrics.current_model_attributed_conversions_from_interactions_rate`
Current Model Attributed Conversions From Interactions Value Per Interaction	The value of current model attributed conversions from interactions divided by the number of ad interactions.	Currency	`metrics.current_model_attributed_conversions_from_interactions_value_per_interaction`
Current Model Attributed Conversions Value	The value of current model attributed conversions.	Currency	`metrics.current_model_attributed_conversions_value`
Current Model Attributed Conversions Value Per Cost	The value of current model attributed conversions divided by the cost of ad interactions.	Ratio	`metrics.current_model_attributed_conversions_value_per_cost`
Engagement Rate	How often people engage with your ad after it’s shown to them.	Percentage	`metrics.engagement_rate`
Exact Match Impression Share	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.	Percentage	`metrics.search_exact_match_impression_share`
General Invalid Click Rate	The percentage of clicks that have been filtered out of your total number of clicks (filtered + non-filtered clicks) due to being general invalid clicks.	Percentage	`metrics.general_invalid_click_rate`
General Invalid Clicks	Number of general invalid clicks.	Number	`metrics.general_invalid_clicks`
Gmail Forwards	The number of times the ad was forwarded to someone else as a message.	Number	`metrics.gmail_forwards`
Gmail Saves	The number of times someone has saved your Gmail ad to their inbox as a message.	Number	`metrics.gmail_saves`
Gmail Secondary Clicks	The number of clicks to the landing page on the expanded state of Gmail ads.	Number	`metrics.gmail_secondary_clicks`
Gross Profit Margin	Gross profit margin is the percentage gross profit you made from orders attributed to your ads, after taking out the cost of goods sold (COGS).	Percentage	`metrics.gross_profit_margin`
Gross Profit Micros	Gross profit is the profit you made from orders attributed to your ads minus the cost of goods sold (COGS).	Currency	`metrics.gross_profit_micros`
Impression Share	The impressions you’ve received on the Search Network divided by the estimated number of impressions you were eligible to receive.	Percentage	`metrics.search_impression_share`
Interaction Event Types	The types of payable and free interactions.	Array	`metrics.interaction_event_types`
Interaction Rate	How often people interact with your ad after it is shown to them.	Percentage	`metrics.interaction_rate`
Interactions	Number of interactions counted as conversions in this legacy Google Ads field.	Number	`metrics.interactions`
Invalid Click Rate	The percentage of clicks filtered out of your total number of clicks (filtered + non-filtered clicks) during the reporting period.	Percentage	`metrics.invalid_click_rate`
Invalid Clicks	Number of clicks Google considers illegitimate and doesn’t charge you for.	Number	`metrics.invalid_clicks`
Labels	Google Ads labels applied to the selected entity.	Text	`label.name`
Lead Cost Of Goods Sold Micros	Lead cost of goods sold (COGS) is the total cost of products sold as a result of advertising the same product.	Currency	`metrics.lead_cost_of_goods_sold_micros`
Lead Gross Profit Micros	Lead gross profit is the profit you made from products sold as a result of advertising the same product, minus cost of goods sold (COGS).	Currency	`metrics.lead_gross_profit_micros`
Lead Revenue Micros	Lead revenue is the total amount you made from products sold as a result of advertising the same product.	Currency	`metrics.lead_revenue_micros`
Lead Units Sold	Lead units sold is the total number of products sold as a result of advertising the same product.	Number	`metrics.lead_units_sold`
New Customer Lifetime Value	New customers’ lifetime conversion value.	Currency	`metrics.new_customer_lifetime_value`
New Customer Lifetime: Conversion Value	New customers’ lifetime conversion value.	Currency	`metrics.new_customer_lifetime_value`
Orders	Number of orders attributed to the ads.	Number	`metrics.orders`
Phone Calls	Number of offline phone calls.	Number	`metrics.phone_calls`
Phone Impressions	Number of offline phone impressions.	Number	`metrics.phone_impressions`
Phone Through Rate	Number of phone calls received (phone_calls) divided by the number of times your phone number is shown (phone_impressions).	Percentage	`metrics.phone_through_rate`
Platform Comparable Conversions	The number of platform comparable conversions.	Number	`metrics.platform_comparable_conversions`
Platform Comparable Conversions By Conversion Date	The number of platform comparable conversions.	Number	`metrics.platform_comparable_conversions_by_conversion_date`
Platform Comparable Conversions From Interactions Rate	Platform comparable conversions from interactions divided by the number of ad interactions (such as clicks for text ads or views for video ads).	Percentage	`metrics.platform_comparable_conversions_from_interactions_rate`
Platform Comparable Conversions From Interactions Value Per Interaction	The value of platform comparable conversions from interactions divided by the number of ad interactions.	Currency	`metrics.platform_comparable_conversions_from_interactions_value_per_interaction`
Platform Comparable Conversions Value	The value of platform comparable conversions.	Currency	`metrics.platform_comparable_conversions_value`
Platform Comparable Conversions Value By Conversion Date	The value of platform comparable conversions.	Currency	`metrics.platform_comparable_conversions_value_by_conversion_date`
Platform Comparable Conversions Value Per Cost	The value of conversions divided by the cost of ad interactions.	Ratio	`metrics.platform_comparable_conversions_value_per_cost`
Publisher Organic Clicks	Clicks from properties for which the traffic the publisher has not paid for or acquired through incentivized activity	Number	`metrics.publisher_organic_clicks`
Publisher Purchased Clicks	Clicks from properties not owned by the publisher for which the traffic the publisher has paid for or acquired through incentivized activity	Number	`metrics.publisher_purchased_clicks`
Publisher Unknown Clicks	Clicks from traffic which is not identified as “Publisher Purchased” or “Publisher Organic”	Number	`metrics.publisher_unknown_clicks`
Rank Lost Absolute Top Impression Share	The number estimating how often your ad wasn’t the very first ad among the top ads in the search results due to poor Ad Rank.	Percentage	`metrics.search_rank_lost_absolute_top_impression_share`
Rank Lost Impression Share	The estimated percentage of impressions on the Search Network that your ads didn’t receive due to poor Ad Rank.	Percentage	`metrics.search_rank_lost_impression_share`
Rank Lost Top Impression Share	The number estimating how often your ad didn’t show adjacent to the top organic search results due to poor Ad Rank.	Percentage	`metrics.search_rank_lost_top_impression_share`
Revenue Micros	Revenue is the total amount you made from orders attributed to your ads.	Currency	`metrics.revenue_micros`
Search Absolute Top Impression Share	The percentage of the customer’s Shopping or Search ad impressions that are shown in the most prominent Shopping position.	Percentage	`metrics.search_absolute_top_impression_share`
Search Budget Lost Absolute Top Impression Share	The number estimating how often your ad wasn’t the very first ad among the top ads in the search results due to a low budget.	Percentage	`metrics.search_budget_lost_absolute_top_impression_share`
Search Budget Lost Impression Share	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.	Percentage	`metrics.search_budget_lost_impression_share`
Search Budget Lost Top Impression Share	The estimated percent of times that your ad didn’t show adjacent to the top organic search results due to a low budget.	Percentage	`metrics.search_budget_lost_top_impression_share`
Search Click Share	The number of clicks you’ve received on the Search Network divided by the estimated number of clicks you were eligible to receive.	Percentage	`metrics.search_click_share`
Search Exact Match Impression Share	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.	Percentage	`metrics.search_exact_match_impression_share`
Search Impression Share	The impressions you’ve received on the Search Network divided by the estimated number of impressions you were eligible to receive.	Percentage	`metrics.search_impression_share`
Search Rank Lost Absolute Top Impression Share	The number estimating how often your ad wasn’t the very first ad among the top ads in the search results due to poor Ad Rank.	Percentage	`metrics.search_rank_lost_absolute_top_impression_share`
Search Rank Lost Impression Share	The estimated percentage of impressions on the Search Network that your ads didn’t receive due to poor Ad Rank.	Percentage	`metrics.search_rank_lost_impression_share`
Search Rank Lost Top Impression Share	The number estimating how often your ad didn’t show adjacent to the top organic search results due to poor Ad Rank.	Percentage	`metrics.search_rank_lost_top_impression_share`
Search Top Impression Share	The impressions you’ve received among the top ads compared to the estimated number of impressions you were eligible to receive among the top ads.	Percentage	`metrics.search_top_impression_share`
Sk Ad Network Installs	The number of iOS Store Kit Ad Network conversions.	Number	`metrics.sk_ad_network_installs`
Sk Ad Network Total Conversions	The total number of iOS Store Kit Ad Network conversions.	Number	`metrics.sk_ad_network_total_conversions`
Spend On Views	Spend allocated across rows with video view or impression activity.	Currency	`metrics.cost_micros`, `metrics.video_trueview_views`, `metrics.video_views`, `metrics.impressions`
Top Impression Percentage	The percent of your ad impressions that are shown adjacent to the top organic search results.	Percentage	`metrics.top_impression_percentage`
Top Impression Share	The impressions you’ve received among the top ads compared to the estimated number of impressions you were eligible to receive among the top ads.	Percentage	`metrics.search_top_impression_share`
Trueview Average Cpv	The average amount you pay each time someone views your ad.	Currency	`metrics.trueview_average_cpv`
Unique Users	The number of unique users who saw your ad during the requested time period.	Number	`metrics.unique_users`
Units Sold	Units sold is the total number of products sold from orders attributed to your ads.	Number	`metrics.units_sold`
Value Per All Conversions	The value of all conversions divided by the number of all conversions.	Currency	`metrics.value_per_all_conversions`
Value Per All Conversions By Conversion Date	The value of all conversions divided by the number of all conversions.	Currency	`metrics.value_per_all_conversions_by_conversion_date`
Value Per Conversion	The value of conversions divided by the number of conversions.	Currency	`metrics.value_per_conversion`
Value Per Conversions By Conversion Date	The value of conversions divided by the number of conversions.	Currency	`metrics.value_per_conversions_by_conversion_date`
Value Per Current Model Attributed Conversion	The value of current model attributed conversions divided by the number of the conversions.	Currency	`metrics.value_per_current_model_attributed_conversion`
Value Per Platform Comparable Conversion	The value of platform comparable conversions divided by the number of platform comparable conversions.	Currency	`metrics.value_per_platform_comparable_conversion`
Value Per Platform Comparable Conversions By Conversion Date	The value of platform comparable conversions divided by the number of platform comparable conversions.	Currency	`metrics.value_per_platform_comparable_conversions_by_conversion_date`
Video Quartile P100Rate	Google Ads metric: videoQuartileP100Rate.	Percentage	`metrics.video_quartile_p_100_rate`
Video Quartile P25Rate	Google Ads metric: videoQuartileP25Rate.	Percentage	`metrics.video_quartile_p_25_rate`
Video Quartile P50Rate	Google Ads metric: videoQuartileP50Rate.	Percentage	`metrics.video_quartile_p_50_rate`
Video Quartile P75Rate	Google Ads metric: videoQuartileP75Rate.	Percentage	`metrics.video_quartile_p_75_rate`
Video Trueview View Rate	The number of TrueView views your video ad receives divided by its number of impressions, including thumbnail impressions for TrueView in-display ads.	Percentage	`metrics.video_trueview_view_rate`
Video Trueview Views	The number of TrueView views your video ads received.	Number	`metrics.video_trueview_views`
Video View Rate	Google Ads metric: videoViewRate.	Percentage	`metrics.video_view_rate`
View Through Conversions	The total number of view-through conversions.	Number	`metrics.view_through_conversions`
View Through Conversions From Location Asset Click To Call	Number of call button clicks on any location surface after an impression.	Number	`metrics.view_through_conversions_from_location_asset_click_to_call`
View Through Conversions From Location Asset Directions	Number of driving directions clicks on any location surface after an impression.	Number	`metrics.view_through_conversions_from_location_asset_directions`
View Through Conversions From Location Asset Menu	Number of menu link clicks on any location surface after an impression.	Number	`metrics.view_through_conversions_from_location_asset_menu`
View Through Conversions From Location Asset Order	Number of order clicks on any location surface after an impression.	Number	`metrics.view_through_conversions_from_location_asset_order`
View Through Conversions From Location Asset Other Engagement	Number of other types of local action clicks on any location surface after an impression.	Number	`metrics.view_through_conversions_from_location_asset_other_engagement`
View Through Conversions From Location Asset Store Visits	Estimated number of visits to the business after an impression.	Number	`metrics.view_through_conversions_from_location_asset_store_visits`
View Through Conversions From Location Asset Website	Number of website URL clicks on any location surface after an impression.	Number	`metrics.view_through_conversions_from_location_asset_website`

Breakdowns

Basic

Breakdown	Description	API Key
Channel	Marketing channel for the data source.	Adriel-assigned

Campaign Structure

Breakdown	Description	API Key
Ad Name	Groups results by ad name.	Adriel-side
Ad Set Name	Groups results by ad set (ad group) name.	Adriel-side
Campaign Name	Groups results by campaign name.	Adriel-side
Platform	Groups results by advertising platform.	Adriel-side
Status	Groups results by the current delivery status of the campaign, ad set, or ad.	Adriel-side

Creatives

Adriel post-processes ad creatives to generate these breakdowns.

Breakdown	Description	API Key
Ad Copy	Word extracted from the creative text.	Adriel-side
Color Clustering	Dominant color cluster detected in the creative.	Adriel-side
Creative Image	Image hash used to group visually identical creatives.	Adriel-side
Emoji Analysis	Emoji detected in the creative text or image analysis.	Adriel-side
Facebook Creative Image	Creative image associated with the row.	Adriel-side

Date

Google’s API returns daily records; all time-grouping breakdowns are Adriel-side aggregations of the same underlying daily data.

Breakdown	Description	API Key
Auto Time Breakdown	Automatically selected time bucket for the report.	Adriel-side
Daily Breakdown	Calendar day of the reported data.	Adriel-side
Hourly Breakdown	Hour of day for the reported data.	Adriel-side
Monthly Breakdown	Month of the reported data.	Adriel-side
Quarterly Breakdown	Groups results by calendar quarter.	Adriel-side
Week Date Breakdown	Groups results by the date representing each reporting week.	Adriel-side
Week Number Breakdown (W#)	Groups results by week number in the year.	Adriel-side
Weekly Breakdown (Start: Mon)	Week of the reported data.	Adriel-side
Weekly Breakdown (Start: Sun)	Groups results into weeks running from Sunday through Saturday.	Adriel-side
Yearly Breakdown	Groups results by calendar year.	Adriel-side

Others

Breakdown	Description	API Key
No Grouping	Single bucket containing all selected data.	Adriel-side

Google Ads-specific

These breakdowns exist only for Google Ads and aren’t part of any cross-connector category. Every group above is a standard category shared with other connectors.

Breakdown	Description	API Key
Ad	Ad name.	`ad_group_ad.ad.name`
Ad Account	Name of the Google Ads account.	`customer.descriptive_name`
Ad Format Type	Groups results by ad format type.	`segments.ad_format_type`
Ad Group	Ad group associated with the row.	`ad_group.name`
Ad Group Ad	Ad associated with the row.	`ad_group_ad.ad.name`
Ad Group Ad Asset Combination View	Asset combination associated with the row.	`ad_group_ad_asset_combination_view.resource_name`
Ad Group Asset	Ad group asset associated with the row.	`ad_group_asset.asset`
Ad Group Label	Label applied to the ad group.	`label.name`
Ad Label	Label applied to the ad.	`label.name`
Ad Network Type	Google Ads network where the impression or interaction occurred.	`segments.ad_network_type`
Ad Schedule View	Ad schedule criterion associated with the row.	`ad_schedule_view.resource_name`
Ad Set	Ad group or asset group name.	`ad_group.name`
Ad Type	Google Ads ad format reported for the ad.	`ad_group_ad.ad.type`
Age	Age range reported by Google Ads for the row.	`age_range_view`
Asset	Ad asset associated with the row.	`ad_group_ad_asset_view.asset`
Asset Group	Asset group associated with the row.	`asset_group.name`
Asset Group Asset	Asset group asset associated with the row.	`asset_group_asset.asset`
Asset Group Product Group View	Asset group product group associated with the row.	`asset_group_product_group_view.resource_name`
Asset Group Signal	Asset group signal associated with the row.	`asset_group_signal.search_theme.text`
Asset Set Asset	Asset set asset associated with the row.	`asset_set_asset.asset`
Campaign	Campaign name.	`campaign.name`
Campaign Aggregate Asset View	Campaign aggregate asset associated with the row.	`campaign_aggregate_asset_view.asset`
Campaign Asset	Campaign asset associated with the row.	`campaign_asset.asset`
Campaign Criterion	Campaign criterion associated with the row.	`campaign_criterion.display_name`
Campaign Group	Campaign group associated with the row.	`campaign_group.name`
Campaign Label	Label applied to the campaign.	`label.name`
Campaign Type	Google Ads campaign channel type.	`campaign.advertising_channel_type`
Channel Performance	Google Ads network or subnetwork where the ad activity occurred.	`segments.ad_network_type`
Country	Country reported by Google Ads for the row.	`geographic_view.country_criterion_id`
Creative Description	Description text associated with the ad creative.	`ad_group_ad_asset_view.field_type=DESCRIPTION`
Creative Headline	Headline text associated with the ad creative.	`ad_group_ad_asset_view.field_type=HEADLINE`
Customer	Google Ads customer account associated with the row.	`customer.descriptive_name`
Device Target	Device type for the impression or interaction.	`segments.device`
Gender	Gender reported by Google Ads for the row.	`gender_view`
Geographic View	Geographic location associated with the row.	`geographic_view.country_criterion_id`
Keyword Name	Keyword text.	`ad_group_criterion.keyword.text`
Landing Page View	Landing page URL associated with the row.	`landing_page_view.unexpanded_final_url`
Location	Geographic location reported by Google Ads for the row.	`geographic_view.country_criterion_id`
Location Coordinate	City-level location reported by Google Ads for the row.	`segments.geo_target_city`
Per Store View	Store associated with the row.	`per_store_view.place_id`
Placement	Placement or site where the ad was shown.	`detail_placement_view.display_name`
Product Group View	Product group associated with the row.	`product_group_view.resource_name`
Search Term	Search term that triggered the ad.	`search_term_view.search_term`
Search Term Match Type	Match type of the keyword that triggered the ad.	`segments.search_term_match_type`
Search Term View	Search term that triggered the ad.	`search_term_view.search_term`
Shopping Performance View	Shopping performance entity associated with the row.	`shopping_performance_view.resource_name`
State (US Only)	US state reported by Google Ads for the row.	`segments.geo_target_region`
Store Location	Store location associated with the ad activity.	`per_store_view.place_id`
User Location View	User location associated with the row.	`user_location_view.country_criterion_id`

Limitations

Based on the current connector, Google Ads has the following limits:

Campaign recency filter — only campaigns created within the last 3 years are imported when the data source is first connected; campaigns created before that window are not back-filled. Because Adriel caches data as it syncs, history accumulates from the connection date onward.
Ad-level PMax metrics unavailable — Performance Max campaigns do not expose metrics at the ad tier; reporting is available at the asset group and asset level (Google Ads Help — Performance Max asset reporting). Queries targeting ads that belong to PMax campaigns surface a GOOGLE_PMAX_AD_NO_METRICS warning (“Metrics are not available for Google PMax campaigns at the ads level (no metrics on assets).”). Query at asset-group or campaign level instead.
PMax with multiple breakdowns — mixing PMax data with more than one breakdown surfaces a GOOGLE_PMAX_DATA_NOT_AVAILABLE warning (“Google PMax campaign reports are not supported for this breakdown”). Campaign-level PMax metrics are not affected.
Video quartile metrics not available at account level — auto-promoted to campaign level and aggregated.
Search-only breakdowns — Keyword and Search term breakdowns only return data for Search campaigns.
Query truncation — when a query asks for more data than the connector can return in a single call, results are flagged with a dataTruncated warning on the widget. Narrow the date range, reduce the number of breakdowns, or query at a higher level (campaign instead of keyword) to resolve.
Google Local Services Ads is a separate connector — Local Services Ads requires its own connector setup, with a separate refresh schedule and limitations.

Introduction

Data refresh strategy

Architecture data

Reports data

Architecture levels

Date range limits

Metrics

Basic

Campaign Attributes

Campaign Structure

Computed Metric

Conversion Performance

Creative Attributes

Engagement

Impression Click Performance

Video Performance

Google Ads-specific

Breakdowns

Basic

Campaign Structure

Creatives

Date

Others

Google Ads-specific

Limitations

API references

See also

​Introduction

​Data refresh strategy

​Architecture data

​Reports data

​Architecture levels

​Date range limits

​Metrics

​Basic

​Campaign Attributes

​Campaign Structure

​Computed Metric

​Conversion Performance

​Creative Attributes

​Engagement

​Impression Click Performance

​Video Performance

​Google Ads-specific

​Breakdowns

​Basic

​Campaign Structure

​Creatives

​Date

​Others

​Google Ads-specific

​Limitations

​API references

​See also

Introduction

Data refresh strategy

Architecture data

Reports data

Architecture levels

Date range limits

Metrics

Basic

Campaign Attributes

Campaign Structure

Computed Metric

Conversion Performance

Creative Attributes

Engagement

Impression Click Performance

Video Performance

Google Ads-specific

Breakdowns

Basic

Campaign Structure

Creatives

Date

Others

Google Ads-specific

Limitations

API references

See also