Data reference

Introduction

Google Search Ads 360 (SA360) is Google’s enterprise search-management platform for running and reporting on paid search campaigns across multiple search engines. The connector imports campaign, ad group, ad, and keyword architecture along with performance reports through the SA360 Reporting API. The SA360 Reporting API is a relatively new API, so occasional changes or unexpected behavior originating from Google’s side are possible. 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 Search Ads 360 to Adriel.

Data refresh strategy

Architecture data

Architecture covers ad accounts, campaigns, ad sets (ad groups), ads, and keywords. It refreshes twice daily, at 4:00 PM UTC and 5:00 AM UTC.

Reports data

Reports include daily performance for ad accounts, campaigns, ad sets, and ads. 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, each covering the ad account, campaign, ad set, and ad levels:

5:00 PM UTC daily — syncs the last 9 days
11:40 PM and 6:40 AM UTC daily — syncs the last 3 days
7:30 AM UTC on the 1st and 15th of each month — syncs the last 30 days

Architecture levels

Ad account → Campaign → Ad set (ad group) → Ad → Keyword Keyword-level architecture is not currently available — the connector does not yet fetch keyword rows, and keyword-level conversion reports are skipped to limit data volume. Performance Max campaigns are campaign-level only. At the ad set and ad levels, Adriel creates synthetic rows by copying the campaign-level Performance Max data down, so Performance Max campaigns appear consistently alongside standard ad-set and ad rows.

Date range limits

To keep query sizes manageable, the connector enforces these maximum look-back windows per time breakdown:

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 Search Ads 360 Reporting API field; where one raw field backs several rows (for example metrics.clicks feeds both Clicks (All) and Link Clicks), the same key appears on each — that’s the shared source field, not a duplicated entry. Italic marks a value Adriel computes, derives, or parses rather than a single API field. Currency values are reported in each ad account’s configured Search Ads 360 currency.

Basic

Metric	Description	Data type	API Key
Result Indicator	The metric used to represent the result for the campaign’s configured 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	The Search Ads 360 account name.	Text	`customer.descriptive_name`
Ad Name	The ad name.	Text	`ad_group_ad.ad.name`
Ad Set Name	The ad group name.	Text	`ad_group.name`
Ad Spend	Advertising cost during the selected period in the account currency.	Currency	`metrics.cost_micros`
Bid Cap	The maximum CPC bid set on the ad group when manual CPC bidding is used.	Currency	`ad_group.cpc_bid_micros`
Bid Strategy	The bidding strategy types used by the selected campaigns.	Text	`campaign.bidding_strategy_type`
Budget	The campaign budget settings, including amount, budget period, and delivery method.	Text	`campaign_budget.amount_micros`, `campaign_budget.period`, `campaign_budget.delivery_method`
Campaign Name	The campaign name.	Text	`campaign.name`
Creative Type	The format of the ad creative.	Text	Adriel-side
Creative URL	The ad destination URLs collected from the display URL and final URLs.	URL	`ad_group_ad.ad.display_url`, `ad_group_ad.ad.final_urls`
Daily Budget	The campaign’s daily budget amount when the budget period is daily.	Currency	`campaign_budget.amount_micros`, `campaign_budget.period`
Ends	The last day the campaign is scheduled to run.	Date	`campaign.end_date`
Is Active	Whether the campaign, ad set, or ad is currently active.	Text	Adriel-side
Landing URL	The final landing page URLs used by the ads.	URL	`ad_group_ad.ad.final_urls`
Lifetime Budget	The total lifetime budget configured for the selected campaigns or ad sets.	Currency	Adriel-side
Objective	The campaign objective inferred from the bidding strategy type.	Text	`campaign.bidding_strategy_type`
Starts	The first day the campaign is scheduled to run.	Date	`campaign.start_date`
Status	The current serving status of the selected Search Ads 360 entity.	Text	Adriel-derived
Status Text	The delivery status label for the selected Search Ads 360 entity.	Text	Adriel-side
UTM Campaign	The UTM campaign values found in the campaign tracking settings.	Text	Adriel-parsed
UTM Content	The UTM content values found in the campaign tracking settings.	Text	Adriel-parsed
UTM Medium	The UTM medium values found in the campaign tracking settings.	Text	Adriel-parsed
UTM Source	The UTM source values found in the campaign tracking settings.	Text	Adriel-parsed
UTM Term	The UTM term values found in the campaign tracking settings.	Text	Adriel-parsed

Currency conversion. Each ad account’s currency comes from its Search Ads 360 settings. When an ad account’s currency differs from the workspace currency, costs are automatically converted using the current day’s exchange rate.

UTM values are parsed by Adriel, not returned by Search Ads 360. Adriel reads the UTM parameters from each ad’s tracking settings and landing URL and exposes them as metrics for rollup. Search Ads 360 does not return UTM breakdowns, so UTM grouping is not available.

Campaign Structure

Metric	Description	Data type	API Key
Ad Account ID	The account ID used for this Search Ads 360 data source.	Text	`customer.id`
Ad ID	The Search Ads 360 ad ID.	Text	`ad_group_ad.ad.id`
Ad Set ID	The Search Ads 360 ad group ID.	Text	`ad_group.id`
Campaign ID	The Search Ads 360 campaign ID.	Text	`campaign.id`
Channel	The advertising channel types used by the selected campaigns, such as Search or Performance Max.	Text	`campaign.advertising_channel_type`

Computed Metric

These are calculated by Adriel from other metrics; they have no single underlying Search Ads 360 field.

Metric	Description	Data type	API Key
Frequency	Impressions divided by reach.	Ratio	Adriel-computed
ROAS	Return on ad spend — conversion value divided by spend.	Ratio	Adriel-computed

Conversion Performance

Metric	Description	Data type	API Key
Conversion Value	The total conversion value returned by this connector.	Currency	`metrics.all_conversions_value`
Conversions	The number of conversions included in the conversions metric.	Number	`metrics.conversions`
Revenue	The total value of all recorded conversions.	Currency	`metrics.all_conversions_value`

Conversion events are imported automatically. Any conversion event tracked in the ad account is imported, but it appears on the dashboard only when the underlying event is active in the account. For each imported event, Adriel auto-generates a count metric plus conversion-rate (CVR) and cost-per-action (CPA) KPIs, shown in the field picker as Google Search Ads 360: [event name].

Floodlight custom columns. Search Ads 360 Floodlight custom columns are user-defined and vary per account, so they aren’t listed above. Adriel discovers them across the account hierarchy and exposes each as a metric under an SA360 Custom Columns category (listed last in the field picker), and as a matching breakdown; money values are divided by 1,000,000. A Floodlight metric and a Floodlight breakdown cannot be used together in the same query — see Limitations.

Creative Attributes

Metric	Description	Data type	API Key
Creative Image	The unique visual identifier of the ad creative image.	Text	Adriel-side

Impression Click Performance

Metric	Description	Data type	API Key
Clicks (All)	The total number of recorded clicks.	Number	`metrics.clicks`
CPC	Cost per click — spend divided by clicks.	Currency	Adriel-computed
CPM	Cost per thousand impressions — spend divided by impressions, times 1,000.	Currency	Adriel-computed
CTR	Click-through rate — clicks divided by impressions.	Percentage	Adriel-computed
Impressions	The number of times ads were shown.	Number	`metrics.impressions`
Link Clicks	The number of ad clicks.	Number	`metrics.clicks`
Reach	The connector currently uses impressions as its reach value.	Number	`metrics.impressions`

Breakdowns

Basic

Breakdown	Description	API Key
Channel	The 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 the platform where the ads were shown.	Adriel-side
Status	The current serving status of the selected Search Ads 360 entity.	Adriel-side

Creatives

Adriel post-processes ad creatives to generate these breakdowns.

Breakdown	Description	API Key
Ad Copy	Groups results by words detected in the ad creative.	Adriel-side
Color Clustering	Groups results by the dominant color cluster detected in the ad creative.	Adriel-side
Emoji Analysis	Groups results by emojis detected in the ad creative.	Adriel-side

Date

Search Ads 360 returns daily records; all time-grouping breakdowns are Adriel-side aggregations of the same underlying daily data.

Breakdown	Description	API Key
Auto Time Breakdown	The automatic time grouping selected by Adriel for the query.	Adriel-side
Daily Breakdown	The calendar day for the row.	`segments.date`
Monthly Breakdown	The calendar month for the row.	`segments.month`
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)	The week for the row, represented by its starting Monday.	`segments.week`
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	A no-grouping option that combines all selected data into one row.	Adriel-side

Google Search Ads 360-specific

These breakdowns exist only for Google Search Ads 360 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	The ad name.	`ad_group_ad.ad.name`
Ad Account	The Search Ads 360 account name.	`customer.descriptive_name`
Ad Set	The ad group name.	`ad_group.name`
Campaign	The campaign name.	`campaign.name`
Keyword Match Type	The keyword match type when keyword-level data is available.	Adriel-side

Limitations

Based on the current connector, Google Search Ads 360 has the following limits:

Relatively new API — the SA360 Reporting API is relatively new, so occasional changes or unexpected behavior originating from Google’s side are possible.
Keyword level not available — the connector does not yet fetch keyword-level architecture, and keyword-level conversion reports are skipped to limit data volume.
One breakdown per query — reports do not support more than one breakdown at a time.
Floodlight metric and Floodlight breakdown cannot be combined — using a Floodlight custom-column metric together with a Floodlight breakdown in the same query is not supported and returns an error.
Performance Max resolution — data provided by the API for Performance Max campaigns has limited resolution, which may result in missing fields. At the ad-set and ad levels, Performance Max rows are synthesized from campaign-level data.
Data truncation — this connector limits the amount of data that can be fetched in a single query, so some data may be truncated. Report queries are capped at 10 pages, architecture at 20 pages, and account-hierarchy traversal at 50 pages. Narrow the date range or query at a higher level to resolve.

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

Impression Click Performance

Breakdowns

Basic

Campaign Structure

Creatives

Date

Others

Google Search Ads 360-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

​Impression Click Performance

​Breakdowns

​Basic

​Campaign Structure

​Creatives

​Date

​Others

​Google Search Ads 360-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

Impression Click Performance

Breakdowns

Basic

Campaign Structure

Creatives

Date

Others

Google Search Ads 360-specific

Limitations

API references

See also