Google Ads: Most-used fields

The name of the Google Ads account.

The name of the Google Ads account.

The total cost for ad impressions that were measurable by Active View technology.

The number of ad impressions that were measurable by Active View technology, meaning the system successfully captured viewability information.

The number of times your ad's impressions were considered viewable according to industry standards (e.g., 50% of the ad on screen for 1 second for display ads).

Represents an individual advertisement.

The user-friendly name of the criterion applied to an ad group, such as a keyword or an audience segment.

A unique identifier for an individual ad within Google Ads. Note that Ad IDs are unique within an ad group, but not necessarily globally unique across all ad groups.

Specifies the role or function of an asset when it is used in an ad, such as a headline, description, image, or video.

The type of event associated with an ad interaction (e.g., Click, Impression).

The classification of an ad based on its structure and content, such as text, image, or video.

A container within a campaign for ads, keywords, and bids that are managed together, often grouped by a common theme.

The unique identifier for the ad group.

The unique, hierarchical identifier string for an ad group ad within the Google Ads API, representing a specific ad in a particular ad group and customer account.

This field specifies a template used to construct the final URL for ads within an ad group, allowing for additional tracking parameters or redirects before the user lands on the final page.

Indicates whether optimized targeting is enabled for the ad group, which allows Google Ads to find additional relevant audiences beyond your selected targeting signals.

The resource name of the ad group, which uniquely identifies it within the Google Ads API.

The current status of the ad group, such as Enabled, Paused, or Removed.

The user-defined name assigned to an ad for identification and management purposes within Google Ads.

The primary status of an ad, considering factors like policy and quality approvals to indicate if it is serving optimally.

A unique identifier for an ad entity within the Google Ads API, formatted as a hierarchical string that includes the customer ID, ad group ID, and ad ID.

The current operational status of an ad, such as Enabled, Paused, or Removed.

Indicates whether a specific element, such as an asset field type, placement, or bidding data, has been explicitly included in or excluded from a campaign, ad group, or bidding strategy within Google Ads.

The primary channel type through which the campaign advertises, such as Search, Display, or Performance Max.

A more specific classification within the main advertising channel, helping to categorize campaigns further (e.g., 'Gmail Ads' within 'Display').

The demographic age range targeted by an ad or for which data is reported.

The total number of all conversions, including those that are estimated or cross-device.

The total value of all conversions, including cross-device and estimated conversions.

The total number of conversions across all conversion actions, including those that are not used for optimization.

The total value of all conversions across all conversion actions, including those not used for optimization.

The unique identifier for an asset, which is a piece of content (like an image, video, or headline) used in ads.

The unique identifier for an asset group.

The name of the asset group, which must be unique under a campaign.

The name given to a specific creative asset (e.g., image, video, text) in Google Ads.

The name of the audience, which should be unique within the account.

The unique identifier for an audience or an audience view within the Google Ads API. It is used to reference specific audience configurations for reporting on their performance or for targeting purposes.

The average position of your ad relative to other ads in the auction. This is a deprecated metric, replaced by more granular impression share metrics.

The ID of the original campaign from which a draft or trial campaign was created.

The unique identifier for the bidding strategy used by a campaign or across multiple campaigns (for portfolio strategies).

The name assigned to a bidding strategy.

The type of bidding strategy employed, such as Manual CPC, Maximize Conversions, or Target ROAS.

Defines the automated or manual approach used to optimize bids for a specific campaign, such as Maximize Conversions, Target CPA, or Manual CPC. This is configured at the campaign level.

The brand associated with an advertising campaign or product.

The status of the association between a budget and a campaign, indicating its current state or relationship.

Click-through rate (CTR) is a key performance metric that indicates the percentage of impressions that resulted in a user clicking on an ad.

A unique identifier for a specific call detail record, representing an individual phone call driven by an ad.

The length of time, in seconds, for a phone call initiated from an ad, available through the 'call_view.call_duration_seconds' field.

The date and time when a phone call, originating from an ad, ended.

The resource name for a Call object or CallDetail, uniquely identifying it within the Google Ads API.

The date and time when a phone call, originating from an ad, began.

The type of call, indicating how it originated or its category (e.g., from a call extension, call-only ad).

The total number of phone calls generated by ads.

The number of phone calls initiated directly from ads, tracked as a conversion event.

The name of the campaign.

A criterion that targets or excludes a specific user list at the campaign level, allowing ads to be shown to or hidden from defined audience segments.

A unique identifier for a campaign group, which is a collection of campaigns sharing common settings or objectives.

The unique identifier for the campaign.

The primary marketing objective set for the campaign (e.g., Sales, Leads, Website traffic).

A categorical representation of the primary goal for a campaign, which is implicitly defined in the Google Ads API by a combination of advertising channel type, bidding strategy, and campaign conversion goals rather than a single explicit field.

Indicates whether a campaign is a base campaign, a draft, or a trial campaign.

Custom labels applied to the campaign for organization and filtering.

The resource name for a campaign, uniquely identifying it within the Google Ads API.

The current status of a campaign indicating whether it is serving ads, providing insight into its operational state, often influenced by factors like budget or targeting. This status is read-only.

The current serving status of a campaign, which can be managed by the advertiser (e.g., ENABLED, PAUSED, REMOVED). This field indicates whether the campaign is actively running.

The resource names of labels attached to a campaign for categorization and organization.

The advertising channel (e.g., Search, Display, Video).

Represents a more specific sub-channel within an advertising channel, such as 'Search Partners' within 'Search', or specific campaign types like 'Display Network only' or 'Performance Max'. This is often mapped to the `campaign.advertising_channel_sub_type` or `campaign.advertising_channel_type` fields in the Google Ads API.

A geographical location used for campaign targeting or reporting, representing a city.

The name of the city targeted or where an ad was served.

The type of click that occurred on an ad (e.g., headline click, sitelink click).

The number of clicks on your ads.

The Google Ads customer ID of the client account.

The descriptive name of the client customer account.

The percentage of impressions your ads received on the Display Network compared to the estimated total impressions they were eligible to receive.

The estimated percentage of impressions on the Display Network that your ads didn't receive due to insufficient budget.

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

A unique identifier for the conversion tracker associated with a specific conversion action.

The total number of all conversion actions recorded, including cross-device conversions.

The total value of all conversions for a specific conversion action.

Details regarding any adjustments made to a conversion, such as for returns or cancellations.

The category assigned to a conversion action (e.g., Lead, Purchase, Page view).

The user-defined name for a specific conversion action, such as 'Purchase' or 'Lead'.

The source from which the conversion was recorded (e.g., Website, App, Phone call).

The number of conversions, including only those conversion actions where the include_in_conversions_metric attribute is set to true.

The total cost of clicks and other interactions for advertising campaigns, in the account's currency.

The total cost incurred for advertising activity, expressed in USD.

A code representing the country associated with advertising targeting or performance data. This often refers to the ISO 3166-1 alpha-2 country code (e.g., 'US', 'DE') or a Google-specific Geo Target ID.

The geographical country or territory targeted by or associated with an ad campaign, identified by a country code or geo target ID.

The name of the country or territory targeted or where an ad was served.

The textual content or visual asset of an advertisement.

The user-defined name assigned to a creative for identification and management.

The unique identifier for the ad creative.

Represents the currency used for financial transactions and reporting within Google Ads, such as campaign budgets or conversion values.

The unique identifier for the custom conversion goal.

The user-defined name for a custom conversion goal.

The resource name of the custom conversion goal.

The current status of the custom conversion goal (e.g., Enabled, Paused).

The first custom label used to organize products in shopping campaigns.

The second custom label used to organize products in shopping campaigns.

The third custom label used to organize products in shopping campaigns.

The fourth custom label used to organize products in shopping campaigns.

The fifth custom label used to organize products in shopping campaigns.

The unique identifier for a Google Ads customer account.

The name of the Google Ads customer account.

Parameters appended directly to the end of a landing page URL at the customer account level to track landing page activity. This suffix is applied to all URLs within the customer account unless overridden by a more specific setting at a lower hierarchy level (e.g., campaign or ad group).

The unique, hierarchical identifier string for a customer account within the Google Ads API, serving as the top-level resource for all other entities like campaigns and ad groups.

This field specifies a tracking URL template at the customer account level, used to define additional tracking parameters or redirects for all ads under that customer account.

The date for which the performance metrics are reported, used for segmenting data by day.

The day of the week (e.g., Monday, Tuesday) to which the data corresponds.

The number of days between an ad interaction (click, impression, etc.) and a subsequent conversion.

The bid adjustment percentage applied to bids for ads shown on desktop devices.

The type of Google measurement product account or entity that receives data, such as a Google Analytics 4 web data stream, a Google Ads account, a Floodlight configuration, or a Merchant Center conversion source.

The type of device (e.g., mobile, tablet, desktop) on which the ad was displayed, allowing for performance analysis by device category.

The end date of the campaign.

The advertising platform or engine from which the data is collected, in this context, Google Ads.

Optional parameters appended directly to the end of your ad's landing page URL for tracking purposes. This field is crucial for parallel tracking, ensuring landing page parameters are available immediately without interfering with click measurement.

The end date that defines the active period or 'flight' of a campaign or budget.

The start date that defines the active period or 'flight' of a campaign or budget.

The complete URL where the full-sized image asset is hosted.

The demographic gender targeted by an ad or for which data is reported.

A report view that provides performance data broken down by geographical location.

The first level of a Google Product Category, a predefined classification for products used in Google Ads for targeting and reporting.

The second level of a Google Product Category, a predefined classification for products used in Google Ads for targeting and reporting.

The third level of a Google Product Category, a predefined classification for products used in Google Ads for targeting and reporting.

The fourth level of a Google Product Category, a predefined classification for products used in Google Ads for targeting and reporting.

The fifth level of a Google Product Category, a predefined classification for products used in Google Ads for targeting and reporting.

Indicates whether a budget recommendation is available for the campaign, such as a suggestion to increase budget for budget-constrained campaigns.

A segment representing data broken down by hour of the day.

The percentage of impressions that appeared in the absolute top position of the search results page.

The percentage of your total impressions that were shown anywhere in the top section (above organic search results).

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

The type of user interaction with the ad, used for data segmentation (e.g., clicks, calls).

The unique identifier for an item, often used in shopping campaigns or product feeds.

The specific search keyword that triggered an ad. This field provides insights into user queries and keyword performance.

The unique identifier for a specific keyword used in an ad campaign.

The unique identifiers for labels assigned to a resource (e.g., campaign, ad group) for categorization and filtering.

Custom labels applied to campaigns, ad groups, ads, or keywords for organization and filtering.

The URL of the webpage where users are directed after clicking an ad.

The language setting for an account or campaign, identified by a language ID.

The number of leads generated by advertising campaigns, typically tracked as a conversion metric.

The estimated percentage of impressions your ads didn't receive due to a limited budget.

The estimated percentage of impressions your ads didn't receive due to low Ad Rank.

A unique identifier for a Manager Account (MCC) in Google Ads, used to manage multiple client accounts. This is often referred to as a customer ID for a manager account.

The primary advertising channel type through which a campaign advertises, such as Search, Display, Video, or Performance Max. This often maps to 'campaign.advertising_channel_type' in the Google Ads API.

Represents user actions valuable to an advertiser, such as purchases, sign-ups, or app installs, that are tracked after a user interacts with an ad. This can refer to specific conversion actions or an aggregation of all conversions.

The keyword match type (e.g., Exact, Phrase, Broad) that triggered an ad.

A geographical segment representing a metropolitan area.

The human-readable name of the metro area.

The bid adjustment percentage applied to bids for ads shown on mobile devices.

The calendar month to which the data corresponds.

The calendar month when the ad events occurred. This field is used for segmenting performance data by month.

The most granular geographical location targeted by an ad campaign.

The canonical name of the most specific geographic location targeted or reported on.

The human-readable name of the most specific geographic location targeted or reported on.

A segment that categorizes data by the ad network type where the ad was served (e.g., Google Search, Display Network, YouTube).

The network on which the ad served, including Google Search and Search Partners.

The specific model or strategy used for incurring advertising costs, such as Cost-Per-Click (CPC), Cost-Per-Mille (CPM), Cost-Per-View (CPV), or Cost-Per-Engagement (CPE).

The specific location on a website, app, or video where an ad appears.

The unique identifier for the ad placement.

The advertising platform or device type where the ad was served (e.g., Mobile, Desktop, Tablet).

The first level of a Google Product Category, a predefined classification for products used in Google Ads for targeting and reporting.

The second level of a Google Product Category, a predefined classification for products used in Google Ads for targeting and reporting.

The third level of a Google Product Category, a predefined classification for products used in Google Ads for targeting and reporting.

The fourth level of a Google Product Category, a predefined classification for products used in Google Ads for targeting and reporting.

The fifth level of a Google Product Category, a predefined classification for products used in Google Ads for targeting and reporting.

The title of a product as submitted in a product feed, used to identify and describe the product in ads.

The first level of a product type hierarchy, used for categorizing products in shopping campaigns.

The second level of a product type hierarchy.

The third level of a product type hierarchy.

The fourth level of a product type hierarchy.

The fifth level of a product type hierarchy.

The name of the entity or platform (e.g., a website or app) where an ad is displayed.

A type of conversion representing a user's action of purchasing a product or service after interacting with an ad. This is a key metric for measuring campaign success.

A segment representing data broken down by quarter.

A suggested amount for a campaign budget, often provided by Google Ads recommendations to optimize performance or address budget constraints.

The geographical region targeted by an ad campaign.

The human-readable name of the geographic region.

The monetary value generated from conversions, often referred to as conversion value.

The total revenue generated from orders attributed to your ads, represented in micros (one million micros equals one currency unit). This metric is available when reporting conversions with cart data.

The percentage of impressions your ads received on the Search Network for search terms that exactly matched your keywords (or close variants), compared to the estimated eligible impressions.

The percentage of impressions that your ads received compared to the estimated number of impressions they were eligible to receive on the Search Network.

A word or phrase that advertisers target to display their ads when users search for those terms.

The percentage of time that your ads weren't shown on the Search Network due to insufficient budget.

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

The percentage of your impressions on the Search Network that were shown as the very first ad above the organic search results.

The estimated number of impressions that your ads were eligible to receive on the Search Network.

The estimated percentage of impressions your ads were eligible for but did not receive in the absolute top position on the Search Network due to insufficient budget.

The estimated percentage of impressions your ads were eligible for but did not receive in the absolute top position on the Search Network due to poor Ad Rank.

The estimated percentage of impressions your ads were eligible for but did not receive in a top position on the Search Network due to insufficient budget.

The estimated percentage of impressions your ads were eligible for but did not receive in a top position on the Search Network due to poor Ad Rank.

The actual query that users typed into Google Search or other search partners that triggered an ad.

The percentage of your ad impressions that were shown in a top position on the Search Network.

A reporting dimension that breaks down performance data by a specific attribute (e.g., device, date, network type). When a segment is applied, the report shows separate rows for each unique combination of the segmented attribute and the primary resource, allowing for granular analysis of metrics.

The start date of the campaign.

A unique identifier for a physical store location, often used in local inventory ads or product feed management.

The number of sales conversions recorded in physical store locations.

A geographic target representing an airport, identified by a Geo Target Constant in Google Ads.

A geographic target representing a county, identified by a Geo Target Constant in Google Ads.

A geographic target representing a district, identified by a Geo Target Constant in Google Ads.

A geographic target representing a postal code, identified by a Geo Target Constant in Google Ads.

A geographic target representing a province, identified by a Geo Target Constant in Google Ads.

A geographic target representing a state, identified by a Geo Target Constant in Google Ads.

The target Return On Ad Spend (ROAS) percentage for bidding strategies aimed at maximizing conversion value.

Refers to the various audience, geographic, demographic, or keyword criteria used to determine which users see specific ads. It encompasses settings like location, age, gender, and keywords.

A piece of text content, such as a headline or description, used in an ad.

A segmentation or metric indicating whether an ad impression appeared in a 'top' position (above organic search results) versus other positions.

The maximum amount of money allocated to be spent over the entire duration of a campaign.

The total value of all recorded conversions.

The total value of all conversions, including cross-device and estimated conversions.

The tracking template is an optional field that defines additional tracking parameters or redirects for ads, which is used to assemble the final destination URL.

The number of views your TrueView video ads received.

The descriptive name assigned to a user list, which defines a segment of users for remarketing or audience targeting.

Refers to the physical location of the user when an ad impression or click occurred.

The unique identifier for a video.

The number of times the video ad was played to 100% of its length.

The number of times the video ad was played to 25% of its length.

The number of times the video ad was played to 50% of its length.

The number of times the video ad was played to 75% of its length.

A metric indicating the number of times a video ad was played to 100% of its duration.

A metric indicating the number of times a video ad was played to at least 25% of its duration.

A metric indicating the number of times a video ad was played to at least 50% of its duration.

A metric indicating the number of times a video ad was played to at least 75% of its duration.

The title of the video asset.

The ratio of the number of views your TrueView video ad receives to its number of impressions, indicating how often viewers watch your video ad after seeing it.

The number of view-through conversions, where a user sees an impression but doesn't interact with the ad, then converts later.

The total number of times your video ads have been viewed. In more recent versions of Google Ads, this metric is specifically referred to as "TrueView views."

A segment representing data broken down by week.

A segment representing data broken down by year.

A segment that groups performance data by year and month, allowing for analysis of trends over monthly periods. This corresponds to the 'segments.month' field in the API.

The 11-character unique identifier for a YouTube video.

The title of the YouTube video.

The unique identifier for an accessible bidding strategy.

The name of the accessible bidding strategy.

The customer ID of the owner of the accessible bidding strategy.

The descriptive name of the customer who owns the accessible bidding strategy.

The target Return On Ad Spend (ROAS) for the bidding strategy.

The type of the accessible bidding strategy (e.g., Target ROAS, Maximize Conversions).

The adjusted spending limit for the account budget, in micro-units.

The type of the adjusted spending limit for the account budget (e.g., fixed or unlimited).

The amount of money that has been served (spent) against the account budget, in micro-units.

The approved end date and time of the account budget.

The type of the approved end time for the account budget (e.g., fixed date or indefinite).

The approved spending limit for the account budget, in micro-units.

The type of the approved spending limit for the account budget (e.g., fixed or unlimited).

The approved start date and time of the account budget.

The resource name of the billing setup associated with this account budget.

The unique identifier for an account budget.

The name of the account budget.

Optional notes or comments associated with the account budget.

The proposed end date and time of the account budget.

The type of the proposed end time for the account budget (e.g., fixed date or indefinite).

The proposed spending limit for the account budget, in micro-units.

The type of the proposed spending limit for the account budget (e.g., fixed or unlimited).

The proposed start date and time of the account budget.

The purchase order number associated with the account budget, which will appear on the invoice.

The resource name of the account budget, which uniquely identifies it in the Google Ads API.

The current status of the account budget (e.g., pending, approved, ended).

The total amount of adjustments made to the account budget, in micro-units.

The unique identifier for a Google Ads account (customer ID).

The unique identifier for an account link, connecting Google Ads to another service.

The current status of the account link (e.g., pending, enabled, removed).

The unique identifier of the third-party app analytics provider linked to the account.

The unique identifier of the mobile application being tracked by the third-party app analytics provider.

The vendor or developer of the mobile application being tracked by the third-party app analytics provider.

The type of service linked to the Google Ads account (e.g., Google Analytics, Firebase, third-party app analytics).

The descriptive name of the Google Ads account.

The name of the ad group, which is a collection of ads targeting a specific set of keywords or audience.

The method used to rotate ads within an ad group (e.g., optimize for clicks, optimize for conversions, rotate indefinitely).

Indicates whether audience targeting is enabled and grouped for the ad group, allowing for the addition of ad group criteria with audiences.

The resource name of the base ad group from which this ad group was copied or derived (e.g., for experiments).

The resource name of the campaign to which this ad group belongs.

The default maximum cost-per-click (CPC) bid for the ad group, in micro-units.

The maximum cost-per-thousand-impressions (CPM) bid for the ad group, in micro-units.

The maximum cost-per-view (CPV) bid for the ad group, in micro-units.

Specifies the dimension that should be used for absolute bids on the Display Network when multiple bids are set in different dimensions.

The effective cost-per-click (CPC) bid for the ad group, in micro-units, taking into account all bidding strategies and overrides.

The effective target Cost-Per-Acquisition (CPA) for the ad group, in micro-units.

The source from which the effective target CPA for the ad group is derived.

The effective target Return On Ad Spend (ROAS) for the ad group.

The source from which the effective target ROAS for the ad group is derived.

A list of asset field types that are excluded from serving for an ad group.

A list of asset set types that are excluded from serving for an ad group.

A suffix that is appended to the final URL for tracking purposes.

The unique identifier for the ad group.

The list of resource names of labels applied to the ad group.

The name of the ad group.

Indicates whether optimized targeting is enabled for the ad group, allowing the system to find more relevant customers.

The percentage-based cost-per-click (CPC) bid for the ad group criterion, measured in micros.

The primary serving status of the ad group (e.g., enabled, paused, removed).

The reasons or explanations for the ad group's primary serving status.

The resource name of the ad group, which uniquely identifies it in the Google Ads API.

The status of the ad group, such as ENABLED, PAUSED, or REMOVED.

The target Cost-Per-Acquisition (CPA) for the ad group, in micro-units.

The target Cost-Per-Thousand-Impressions (CPM) for the ad group, in micro-units.

The target Return On Ad Spend (ROAS) for the ad group.

Indicates specific targeting restrictions applied to the ad group.

The URL template used for tracking clicks from ads within the ad group.

The type of the ad group, indicating its behavior and targeting (e.g., Standard, DSA, Smart).

The type of the ad group (e.g., SEARCH_STANDARD, DISPLAY_STANDARD, VIDEO_RESPONSIVE).

A list of custom parameters that can be appended to URLs for additional tracking information.

Recommendations or action items for improving the strength and performance of an ad.

Indicates whether the ad was automatically created or added by Google Ads.

The descriptive texts used for a Universal App ad.

The headlines used for a Universal App ad.

HTML5 media bundles used as creative assets for a Universal App ad.

Image assets used for a Universal App ad.

Mandatory text content for a Universal App ad.

YouTube video assets used for a Universal App ad.

The descriptive texts used for an App engagement ad.

The headlines used for an App engagement ad.

Image assets used for an App engagement ad.

Video assets used for an App engagement ad.

The descriptive texts used for an App pre-registration ad.

The headlines used for an App pre-registration ad.

Image assets used for an App pre-registration ad.

YouTube video assets used for an App pre-registration ad.

The business name displayed in a call-only ad.

Indicates whether calls made from this call-only ad are tracked as conversions.

The resource name of the conversion action that tracks calls from this call-only ad.

The reporting state for call conversions from this call-only ad.

The country code associated with the phone number in a Call ad.

The first line of descriptive text for a Call Ad, providing additional details about the advertised business or offering.

The second line of descriptive text for a Call Ad, offering further information to potential customers.

Indicates whether call conversions are disabled for this specific Call Ad.

The first headline for a call-only ad.

The second headline for a Call Ad, used to provide more information or encourage engagement.