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 columnsThe API Key column shows where a value comes from. Code style like metrics.clicks is the literal SA360 API field name. Italic text describes how a value is produced when it does not map cleanly to a single API field — Adriel-computed rates, cross-connector fallbacks, or aggregated values. The Data type column indicates how the value is formatted.

Reach & impressions

Metric	Description	Data type	API Key
Impressions	Total times the ads were displayed, regardless of interaction.	Number	`metrics.impressions`
Reach	Unique users who saw the ad at least once.	Number	Set equal to impressions
Frequency	Average times each reached user saw the ad (impressions ÷ reach).	Ratio	Adriel-computed
CPM	Cost per thousand impressions (spend ÷ impressions).	Currency	Adriel-computed

Click performance

Metric	Description	Data type	API Key
Clicks (all)	Total clicks, including link, social, carousel, and other interactions.	Number	`metrics.clicks`
Link clicks	Clicks on the ad’s link.	Number	`metrics.clicks`
CTR	Click-through rate (clicks ÷ impressions).	Percentage	Adriel-computed
CPC	Cost per click (spend ÷ clicks).	Currency	Adriel-computed
Outbound CTR	Outbound clicks divided by impressions.	Percentage	Adriel-computed

Cost & spend

Metric	Description	Data type	API Key
Ad spend	Total amount spent during the reporting period.	Currency	`metrics.costMicros` (divided by 1,000,000)
Ad spend (incl. VAT)	Ad spend including VAT.	Currency	`metrics.costMicros`
CPR	Cost per result — spend divided by the resolved result count.	Currency	Adriel-computed

Currency conversionEach ad account’s currency comes from its SA360 settings. When an ad account’s currency differs from the workspace currency, costs are automatically converted using the current day’s exchange rate.

Conversion performance

Metric	Description	Data type	API Key
Conversions	Attributed actions matching the defined conversion events. Defaults to “Purchase” when no specific event is set.	Number	`metrics.conversions`
All conversions (Google)	Count of every conversion action recorded for the element.	Number	Reported by SA360
Conversion value	Monetary value of attributed conversions.	Currency	`metrics.allConversionsValue`
Revenue	Monetary value of attributed conversions (alias of conversion value).	Currency	`metrics.allConversionsValue`
ROAS	Return on ad spend (conversion value ÷ spend).	Ratio	Adriel-computed

Any conversion event tracked in the ad account is imported automatically, but it only appears on the dashboard when the underlying event is active in the account.

Custom conversion events

For each imported conversion event, Adriel auto-generates a set of KPIs:

Pattern	Description	Data type	API Key
`[event_name]`	Number of conversions tracked for that event.	Number	Resolved from the event name in the SA360 setup
`[event_name]: CVR`	Conversion rate for that event (conversions ÷ clicks × 100%).	Percentage	Adriel-computed
`[event_name]: CPA`	Cost per action for that event (spend ÷ conversions).	Currency	Adriel-computed

These metrics appear in the field picker as Google Search Ads 360: [event_name] and only surface data when the underlying event is active in the account.

Floodlight custom columns

SA360 Floodlight custom columns are user-defined and vary per account, so they cannot be predefined. Adriel discovers them dynamically across the full account hierarchy and exposes each one as a metric under the SA360 Custom Columns category (listed last in the field picker).

Pattern	Description	Data type	API Key
`Floodlight [column name]`	Value of the SA360 Floodlight custom column, exactly as defined in the account.	Number or Currency	`custom_columns.id[{id}]` (money values divided by 1,000,000)

A Floodlight metric and a Floodlight breakdown cannot be used together in the same query. See Limitations.

Video & engagement

These metrics appear for cross-connector consistency. They are not natively meaningful for search campaigns and typically surface zero for Google Search Ads 360.

Metric	Description	Data type	API Key
Engagement	Any user interaction with the ad — clicks, reactions, shares, etc.	Number	Reported by SA360
Views	Aggregated count of qualified video views.	Number	Aggregated internally
CPV	Cost per video view (spend ÷ views).	Currency	Adriel-computed
Video play	Any play of the video, regardless of duration.	Number	Aggregated internally
Video played to 25% / 50% / 75% / 100% (Views)	Plays reaching each completion threshold.	Number	Aggregated internally
2s / 3s / 6s / 15s / 30s video plays	Plays lasting at least the given number of continuous seconds.	Number	Aggregated internally
Thru plays	Video viewed to ≥97% or 15 seconds, whichever comes first.	Number	Aggregated internally

Budget & schedule

Metric	Description	Data type	API Key
Budget	Budget set on the campaign or ad set — daily or lifetime.	Currency	`campaignBudget.amountMicros`, `campaignBudget.period`, `campaignBudget.deliveryMethod`
Daily budget	Daily budget set on the campaign or ad set.	Currency	`campaignBudget.amountMicros` when `campaignBudget.period = DAILY`
Lifetime budget	Total budget allocated for the campaign’s lifetime.	Currency	Resolved from `campaignBudget.amountMicros` and `campaignBudget.period`
Bid cap	Bid cap set on the ad set or campaign.	Currency	`adGroup.cpcBidMicros`
Bid strategy	Bid strategy set on the ad set or campaign.	Text	`campaign.biddingStrategyType`
Starts	Campaign start date.	Date	`campaign.startDate`
Ends	Campaign end date.	Date	`campaign.endDate`

UTM tracking

Metric	Description	Data type	API Key
UTM Source	Parsed `utm_source` parameter.	Text	Adriel-parsed from ad config and landing URL
UTM Medium	Parsed `utm_medium` parameter.	Text	Adriel-parsed
UTM Campaign	Parsed `utm_campaign` parameter.	Text	Adriel-parsed
UTM Content	Parsed `utm_content` parameter.	Text	Adriel-parsed
UTM Term	Parsed `utm_term` parameter.	Text	Adriel-parsed

Campaign structure metadata

Metric	Description	Data type	API Key
Ad account name	Name of the ad account.	Text	`customer.descriptiveName`
Campaign name	Campaign name.	Text	`campaign.name`
Ad set name	Ad set (ad group) name.	Text	`adGroup.name`
Ad name	Ad name.	Text	`adGroupAd.ad.name`
Keyword name	Keyword text (Search campaigns only).	Text	Reported by SA360
Status	Campaign / ad set / ad status.	Text	`campaign.status`, `campaign.servingStatus`, `adGroup.status`, `adGroupAd.status`
Objective	Campaign objective, mapped from the bidding strategy.	Text	`campaign.biddingStrategyType`
Channel	Channel where the ad is published.	Text	Reported by SA360
Creative type	Type of the ad creative.	Text	Reported by SA360
Creative URL	Destination URL of the ad.	URL	`adGroupAd.ad.displayUrl`, `adGroupAd.ad.finalUrls`
Targeting type (Ad set)	Targeting type configured on the ad set.	Text	Reported by SA360

Breakdowns

Standard hierarchy

Breakdown	Description	API Key
Ad account	Group by ad account (based on the ad account ID).	`customer.descriptiveName`
Campaign	Group by campaign (based on the campaign name).	`campaign.name`
Ad set	Group by ad set / ad group (based on the ad set/ad group ID).	`adGroup.name`
Ad	Group by ad (based on the ad ID).	`adGroupAd.ad.name`
Status	Group by campaign, ad set, or ad status.	`campaign.status`, `campaign.servingStatus`, `adGroup.status`, `adGroupAd.status`
Campaign type	Group by campaign type.	`campaign.advertisingChannelType`, `campaign.advertisingChannelSubType`
Bid strategy	Group by bid strategy.	`campaign.biddingStrategyType`
Objective	Group by campaign objective.	`campaign.biddingStrategyType`

Demographics

Breakdown	Description	API Key
Age	Group reports by audience age range.	Reported by SA360
Gender	Group reports by audience gender.	Reported by SA360

Geographic

Breakdown	Description	API Key
Location	Split reports by impression location (cities or regions, depending on the platform).	Reported by SA360

Time & device

Breakdown	Description	API Key
Hourly breakdown	Group results by the hour during which the impression occurred (for example, 20:00:00–20:59:59). Hours from multiple days in the range are aggregated together.	Reported by SA360
Device target	Group reports by the device the impression occurred on.	Reported by SA360
Placement	Group reports by ad placement.	Reported by SA360

Floodlight breakdowns

Breakdown	Description	API Key
Floodlight [column name]	Group by an SA360 Floodlight conversion custom column defined in the account.	`conversion_custom_dimensions.id[{id}]`

Time & date grouping

The API returns daily records; Adriel groups them into these views for reporting.

Breakdown	Description
Auto Time Breakdown	Automatically picks the best granularity for the date range.
Daily	Split reports by day.
Weekly	Split reports by week.
Monthly	Split reports by calendar month.

UTM tracking

UTM values are parsed by Adriel from each ad’s configuration and landing URL, not returned by SA360.

Breakdown	Description
UTM Source	Group by parsed `utm_source`.
UTM Medium	Group by parsed `utm_medium`.
UTM Campaign	Group by parsed `utm_campaign`.
UTM Content	Group by parsed `utm_content`.
UTM Term	Group by parsed `utm_term`.

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

Reach & impressions

Click performance

Cost & spend

Conversion performance

Custom conversion events

Floodlight custom columns

Video & engagement

Budget & schedule

UTM tracking

Campaign structure metadata

Breakdowns

Standard hierarchy

Demographics

Geographic

Time & device

Floodlight breakdowns

Time & date grouping

UTM tracking

Limitations

API references

See also

​Introduction

​Data refresh strategy

​Architecture data

​Reports data

​Architecture levels

​Date range limits

​Metrics

​Reach & impressions

​Click performance

​Cost & spend

​Conversion performance

​Custom conversion events

​Floodlight custom columns

​Video & engagement

​Budget & schedule

​UTM tracking

​Campaign structure metadata

​Breakdowns

​Standard hierarchy

​Demographics

​Geographic

​Time & device

​Floodlight breakdowns

​Time & date grouping

​UTM tracking

​Limitations

​API references

​See also

Introduction

Data refresh strategy

Architecture data

Reports data

Architecture levels

Date range limits

Metrics

Reach & impressions

Click performance

Cost & spend

Conversion performance

Custom conversion events

Floodlight custom columns

Video & engagement

Budget & schedule

UTM tracking

Campaign structure metadata

Breakdowns

Standard hierarchy

Demographics

Geographic

Time & device

Floodlight breakdowns

Time & date grouping

UTM tracking

Limitations

API references

See also