Approval Status

The approval status of the criterion.

Caller Area Code

Area code of the caller.

Active View Avg. CPM

The average cost of viewable impressions

Average CPM

Average cost-per-thousand-impressions

Organic Impressions Per Query

The average number of times a page from your site was listed per query.

Average Frequency

The average number of times a unique cookie was exposed to your ad over a given time period. Imported from Google Analytics.

Organic Average Position

Average top position of your organic listing (or multiple listings) for each query.

All Conversions

The best estimate of the total number of conversions that Google Ads drives. Includes website, cross-device, and phone call conversions.

Bid adjustment (Target search page location)

Bid multiplier defined on the PageOnePromotedBiddingScheme.

Combined Ads Organic Clicks

Clicks from ads or organic search results.

Combined Ads Organic Clicks Per Query

CombinedAdsOrganicClicks divided by CombinedAdsOrganicQueries.

Cross Device Conversions

Conversions from when a customer clicks on an ad on one device, then converts on a different device or browser. Cross-device conversions are already included in your AllConversions column.

CPC Bid

Cost per click bid.

Impressions

Count of how often your ad has appeared on a search results page or website on the Google Network.

Caller Country Code

Country code of the caller.

CPM Bid

CPM (cost per thousand impressions) bid.

Criteria Parameters

Descriptive string for the Criterion.

Effective Tracking URL Template

Effective tracking URL of the impressions.

First Page CPC

Estimate of the CPC bid required in order to show your ad on the first page of search results.

Top of Page CPC

Estimate of the CPC bid required in order to show your ad on the top of the first page of search results.

Distance Bucket

Grouping of user distance from location extensions.

Active View Viewable CTR

How often people clicked your ad after it became viewable

Engagement Rate

How 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.

Interaction Rate

How 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.

Active View Viewable Impressions

How often your ad has become viewable on a Display Network site

Benchmark Average Max CPC

This indicates how other advertisers are bidding on similar products.

Benchmark CTR(%)

Indicates how other advertisers' Shopping ads for similar products are performing based on how often people who see their ad end up clicking on it.

Is Negative

Indicates if the criterion for this row is a negative (exclusion) criterion.

Is Negative

Indicates if the criterion for this row is a negative (exclusion) criterion.

Final App URLs

List of final app URLs of the main object of this row. List entries will start with one of a) "android-app:" (for Android apps) or b) "os-app:" (for iOS apps). AppUrlList elements are returned in JSON list format.

Final Url

List of final URLs of the ad. List elements are returned in JSON list format.

Final URLs

List of final URLs of the main object of this row. URL List elements are returned in JSON list format.

Call source

Location (e.g., ad or landing page) of the impression where the phone number was shown.

Match Type

Match type of the keyword that triggered the ad.

Bid limit (Target search page location)

Maximum bid limit for the PageOnePromotedBiddingScheme.

Upper Bid limit (Target ROAS)

Maximum bid limit that applies to all keywords managed by the TargetRoas BiddingStrategyConfiguration.

Lower Bid limit (Target ROAS)

Minimum bid limit that applies to all keywords managed by the TargetRoas BiddingStrategyConfiguration.

Image Name

Name for the image ad.

Invalid Clicks

Number of clicks Google considers illegitimate and doesn't charge you for

Organic Clicks Per Query

The number of clicks you've received on your organic search listings divided by the total number of searches that returned pages from your site.

Phone Calls

Number of offline phone calls

Phone Impressions

Number of offline phone impressions

Organic Impressions

The number of organic search listing impressions.

Organic Clicks

The number of times someone clicked your site's listing in the unpaid results for a particular query.

Impression Reach

The number 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.

Bounce Rate (%)

Percentage of clicks where the user only visited a single page on your site, formatted as "x.xx%". Imported from Google Analytics.

Video played to 25%

Percentage of impressions where the viewer watched 25% of your video. Percentage returned as "x.xx%".

Video played to 50%

Percentage of impressions where the viewer watched 50% of your video. Percentage returned as "x.xx%".

Video played to 75%

Percentage of impressions where the viewer watched 75% of your video. Percentage returned as "x.xx%".

Video played to 100%

Percentage of impressions where the viewer watched all of your videos. Percentage returned as "x.xx%".

Advertising Channel

The primary serving target for ads in the campaign.

Return On Investment

Returns on Investment

CPC Bid Source

Source of the CPC bid.

CPM Bid Source

Source of the CPM bid.

Ad Group Status

Status of the ad group.

Location (Target search page location)

Strategy goal of where impressions will show on search result pages.

Target outranking share

Target fraction of auctions where the advertiser should outrank the competitor.

Average CPV

The average amount you pay each time someone views your ad. The average CPV is defined by the total cost of all ad views divided by the number of views.

Average Cost

The average amount you pay per interaction. This amount is the total cost of your ads divided by the total number of interactions.

Bid Modifier

The bid modifier. To filter by this field, use values greater than 0 and less than or equal to 1.

Competitor domain (Target Outranking Share)

The competitor's visible domain URL for the TargetRoas strategy.

Active View Measurable Cost

The cost of the impressions you received that were measurable by Active View

Campaign Count

The count of Campaign objects using the bidding strategy.

Non Removed Ad Group Criteria Count

The count of non-removed ad group criteria using the bidding strategy.

Non Removed Ad Group Count

The count of non-removed ad groups using the bidding strategy.

Non Removed Campaign Count

The count of non-removed campaigns using the bidding strategy.

Account currency

The currency of the Customer account.

Target Cpa

The current target CPA set on the Target CPA bidding strategy.

Account name

The descriptive name of the Customer account.

Client name

The descriptive name of the Customer.

Client name

The descriptive name of the Customer.

Target ROAS

The desired revenue (based on conversion data) per unit of spend for the Target ROAS BiddingStrategyConfiguration.

Call Duration (Secs)

The duration of the call, in seconds.

Video Duration (Secs)

The duration of the video in milliseconds.

Call End Time

The end date and time of the call.

Display Budget Lost IS

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.

Search Budget Lost IS

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.

Display Rank Lost IS

The estimated percentage of impressions on the Display Network that your ads didn't receive due to poor Ad Rank.

Search Rank Lost IS

The estimated percentage of impressions on the Search Network that your ads didn't receive due to poor Ad Rank.

Base Ad Group Id

The ID of base ad group of trial ad groups. For regular ad groups, this is equal to AdGroupId. For campaign-level user lists, this will always be 0.

Base campaign id

The ID of the base campaign of trial campaigns. For regular campaigns, this is equal to CampaignId.

Ad Group

The ID of the AdGroup.

Campaign

The ID of the Campaign.

Search Exact Match IS

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.

Display IS

The impressions you've received on the Display Network divided by the estimated number of impressions you were eligible to receive.

Search IS

The impressions you've received on the Search Network divided by the estimated number of impressions you were eligible to receive.

Bid limit (Maximize clicks)

The largest max CPC bid that can be set by the Target Spend Bidding Strategy Configuration.

Keyword Match Type

The match type for the Keyword.

Upper Bid limit (Target CPA)

The maximum CPC bid limit for the Target CPA bidding strategy.

Lower Bid limit (Target CPA)

The minimum CPC bid limit for the Target CPA bidding strategy.

Ad Group Name

The name of the AdGroup.

Campaign Name

The name of the Campaign.

Bid Strategy Name

The name of the main object in this row.

Clicks

The number of clicks

Gmail Secondary Clicks

The number of clicks to your landing page on the expanded state of Gmail ads.

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.

CTR (%)

The number of clicks your ad receives (Clicks) divided by the number of times your ad is shown (Impressions)

Converted Clicks

The number of conversions for all conversion actions that you have opted into optimization

Conversions

The number of conversions for all conversion actions that you have opted into optimization.

Engagements

The number of engagements. An engagement occurs when a viewer expands your Lightbox ad.

Interactions

The number of interactions. Interaction is the main user action associated with an ad format--clicks for text and shopping ads, views for video ads, and so on.

Gmail Saves

The number of times someone has saved your Gmail ad to their inbox as a message.

Gmail Forwards

The number of times your ad was forwarded to someone else as a message.

Active View Measurable Impressions

The number of times your ads are appearing on placements in positions where they can be seen.

Views

The number of times your video ads were viewed.

View rate

The number of views your TrueView video ad receives divided by its number of impressions, including thumbnail impressions for TrueView in-display ads.

Invalid Click Rate

The percentage ("x.xx%") of clicks filtered out of your total number of clicks (filtered + non-filtered clicks) during the reporting period

Active View Viewability

The percentage of time when your ad appeared on an Active View enabled site (measurable impressions) and was viewable (viewable impressions).

Slot

The position of the Ad.

Brand

The ProductBrand value of the product.

Quality Score

The quality score of the AdGroupCriterion. Ranges from 1 (lowest) to 10 (highest).

Active View Measurability

The ratio of impressions that could be measured by Active View over the number of served impressions.

Target spend (Maximize clicks)

The spend target under which to maximize clicks. Specified by the TargetSpend BiddingStrategyConfiguration.

Call Start Time

The start date and time of the call.

Budget Status

The status of the Budget.

Call Status

The status of the call.

Campaign Status

The status of the Campaign.

Conversion Value

The sum of conversion values for all conversions.

Cost

The sum of your cost-per-click (CPC) and cost-per-thousand-impressions (CPM) costs during this period

Upper Max CPC Bid limit (Target Outranking Share)

The TargetRoas strategy's ceiling on max CPC bids.

Average CPE

The total cost of all ad engagements divided by the total number of ad engagements

Average CPC

The total cost of all clicks divided by the total number of clicks received

Click Assisted Conversions

The total number of conversions for which this keyword, ad, ad group, or campaign contributed to one or more assisted clicks.

View Through Conversions

The 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 Conversion Value

The total value of all conversions for which this keyword, ad, ad group, or campaign triggered assisted clicks.

All Conversion Value

The total value of all of your conversions, including those that are estimated.

Call Type

The type of the call.

Interaction Types

The types of interactions that are reflected in the Interactions, InteractionRate, and AverageCost columns.

Cost/All Conversion

Total cost divided by all conversions.

Impression Assisted Conversions

The total number of conversions for which this object triggered assist impressions prior to the last click.

Organic Queries

The total number of searches that returned organic search results for your site over the given period.

Combined Ads Organic Queries

The total number of searches that returned pages from your site in the organic search results or triggered one of your ads.

Impression Assisted Conversion Value

The total value of all conversions for which this object triggered assist impressions.

Bid automation (Target search page location)

Whether the PageOnePromoted strategy always follows bid estimate changes (false), or only increases (true).

Limited budgets (Target search page location)

Whether the PageOnePromoted strategy is allowed to raise bids if the campaign is "Limited by budget".

Low-quality keywords (Target search page location)

Whether the PageOnePromoted strategy is allowed to raise bids on keywords with lower-range quality scores.

Bid automation (Target Outranking Share)

Whether the TargetROAS strategy always follows bid estimate changes (false), or only increases (true).

Low-quality keywords (Target Outranking Share)

Whether the TargetROAS strategy is allowed to raise bids on keywords with lower-range quality scores.

Average Position

Your ad's position relative to those of other advertisers