Google Ads metrics

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Google Ads metrics

Documented metrics available in the native reporting reference on Google Ads through an AI assistant: 130 in total, 13 of them computed by the gateway, each…

130 rows

The 130 metrics you can request on Google Ads. The key is what you pass to a tool; the field is what the platform returns.

conversion (28)Link to this section

Key	Name	Field	Notes
`conversions`	Conversions	`metrics.conversions`	Total number of conversions from conversion actions included in the Conversions column. Format: number.
`conversionsValue`	Conversions Value	`metrics.conversions_value`	Total value of conversions included in the Conversions column. Format: currency.
`costPerConversion`	Cost / Conversion	`metrics.cost_per_conversion`	Average cost per conversion. Format: micro_currency.
`conversionsFromInteractionsRate`	Conversion Rate (Interaction)	`metrics.conversions_from_interactions_rate`	Conversions from interactions divided by the number of ad interactions. Format: percentage.
`conversionsValuePerCost`	Conversions Value / Cost	`metrics.conversions_value_per_cost`	The value of conversions divided by the cost of ad interactions. Format: ratio.
`allConversions`	All Conversions	`metrics.all_conversions`	Total number of all conversions, including those not included in the Conversions column. Format: number.
`allConversionsValue`	All Conversions Value	`metrics.all_conversions_value`	Total value of all conversions, including those not in the Conversions column. Format: currency.
`costPerAllConversions`	Cost / All Conversions	`metrics.cost_per_all_conversions`	Average cost per all conversions. Format: micro_currency.
`allConversionsFromInteractionsRate`	All Conversions Rate (Interaction)	`metrics.all_conversions_from_interactions_rate`	All conversions from interactions divided by the number of ad interactions. Format: percentage.
`allConversionsValuePerCost`	All Conversions Value / Cost	`metrics.all_conversions_value_per_cost`	The value of all conversions divided by the cost of ad interactions. Format: ratio.
`viewThroughConversions`	View-Through Conversions	`metrics.view_through_conversions`	Conversions from when a user saw but did not click your ad. Format: number.
`crossDeviceConversions`	Cross-Device Conversions	`metrics.cross_device_conversions`	Conversions where the user interacted on one device and converted on another. Format: number.
`currentModelAttributedConversions`	Current Model Conversions	`metrics.current_model_attributed_conversions`	Conversions attributed using the current attribution model for the conversion action. Format: number.
`currentModelAttributedConversionsValue`	Current Model Conversions Value	`metrics.current_model_attributed_conversions_value`	Value of conversions attributed using the current attribution model. Format: currency.
`conversionsFromInteractionsValuePerInteraction`	Conv. Value / Interaction	`metrics.conversions_from_interactions_value_per_interaction`	Value of conversions from interactions divided by total interactions. Format: currency.
`valuePerAllConversions`	Value / All Conversions	`metrics.value_per_all_conversions`	The value of all conversions divided by the number of all conversions. Format: currency.
`valuePerConversionApi`	Value / Conversion	`metrics.value_per_conversion`	The value of conversions divided by the number of conversions. Format: currency.
`valuePerCurrentModelAttributedConversion`	Value / Current Model Conversion	`metrics.value_per_current_model_attributed_conversion`	Value of current model attributed conversions divided by current model conversions. Format: currency.
`allConversionsFromClickToCall`	All Conv. from Click to Call	`metrics.all_conversions_from_click_to_call`	Number of phone call conversions from click-to-call ads. Format: number.
`allConversionsFromDirections`	All Conv. from Directions	`metrics.all_conversions_from_directions`	Number of direction-getting conversions from local ads. Format: number.
`allConversionsFromMenu`	All Conv. from Menu	`metrics.all_conversions_from_menu`	Number of menu-viewing conversions from local ads. Format: number.
`allConversionsFromOrder`	All Conv. from Order	`metrics.all_conversions_from_order`	Number of order conversions from local ads. Format: number.
`allConversionsFromStoreVisit`	All Conv. from Store Visit	`metrics.all_conversions_from_store_visit`	Number of estimated store visit conversions. Format: number.
`allConversionsFromStoreWebsite`	All Conv. from Store Website	`metrics.all_conversions_from_store_website`	Number of store website conversions from local ads. Format: number.
`conversionsByConversionDate`	Conversions (Conv. Time)	`metrics.conversions_by_conversion_date`	Conversions attributed to the date the conversion occurred, not the click date. Useful for understanding actual conversion timing and reporting lag. Format: number.
`conversionsValueByConversionDate`	Conversions Value (Conv. Time)	`metrics.conversions_value_by_conversion_date`	Revenue attributed to the date the conversion occurred, not the click date. Note: cannot be divided by cost for ROAS since cost is attributed to spend date. Format: currency.
`allConversionsByConversionDate`	All Conversions (Conv. Time)	`metrics.all_conversions_by_conversion_date`	All conversions (including secondary) attributed to the date the conversion occurred, not the click date. Format: number.
`allConversionsValueByConversionDate`	All Conversions Value (Conv. Time)	`metrics.all_conversions_value_by_conversion_date`	Total value of all conversions (including secondary) attributed to the date the conversion occurred, not the click date. Format: currency.

video (21)Link to this section

Key	Name	Field	Notes
`videoViews`	Video Views	`metrics.video_trueview_views`	Total number of times your video ads were viewed. Format: number.
`videoViewRate`	Video View Rate	`metrics.video_trueview_view_rate`	The rate of video views relative to impressions. Format: percentage.
`videoQuartileP25Rate`	Video Played to 25%	`metrics.video_quartile_p25_rate`	Percentage of impressions where the video played to 25% of its length. Format: percentage.
`videoQuartileP50Rate`	Video Played to 50%	`metrics.video_quartile_p50_rate`	Percentage of impressions where the video played to 50% of its length. Format: percentage.
`videoQuartileP75Rate`	Video Played to 75%	`metrics.video_quartile_p75_rate`	Percentage of impressions where the video played to 75% of its length. Format: percentage.
`videoQuartileP100Rate`	Video Played to 100%	`metrics.video_quartile_p100_rate`	Percentage of impressions where the video played to 100% of its length. Format: percentage.
`engagements`	Engagements	`metrics.engagements`	Number of engagements, such as clicks on lightbox ads or video interactions. Format: number.
`averageVideoViewDuration`	Avg. Video View Duration	`metrics.average_video_watch_time_duration_millis`	Average duration in seconds of all video views. Format: duration.
`videoDuration`	Video Duration	`metrics.video_duration_millis`	Average duration in milliseconds of the video ad. Format: duration.
`videoViewsP25`	Video Views (25%)	`metrics.video_quartile_p25`	Number of times your video played to 25% of its length. Format: number.
`videoViewsP50`	Video Views (50%)	`metrics.video_quartile_p50`	Number of times your video played to 50% of its length. Format: number.
`videoViewsP75`	Video Views (75%)	`metrics.video_quartile_p75`	Number of times your video played to 75% of its length. Format: number.
`videoViewsP100`	Video Views (100%)	`metrics.video_quartile_p100`	Number of times your video played to 100% of its length. Format: number.
`averageTimeOnSite`	Avg. Time on Site	`metrics.average_time_on_site`	Average duration of all sessions on the website from ad clicks, in seconds. Format: duration.
`bounceRate`	Bounce Rate	`metrics.bounce_rate`	Percentage of clicks where the user only visited a single page on your site. Format: percentage.
`percentNewVisitors`	% New Visitors	`metrics.percent_new_visitors`	Percentage of first-time sessions from ad clicks. Format: percentage.
`trueViews`	TrueViews	`metrics.video_trueview_views`	Number of TrueView video ad views. A view is counted when someone watches 30 seconds of the video (or the entire ad if shorter) or interacts with the ad. Equivalent to Video Views for YouTube campaigns. Format: number.
`trueViewRate`	TrueView Rate	`metrics.video_trueview_view_rate`	TrueView rate: the number of views divided by impressions. Shows how often people chose to watch your video ad. Use segments.ad_network_type to break down by In-Stream vs In-Feed. Format: percentage.
`trueViewRateInStream`	TrueView Rate (In-Stream)	`metrics.video_trueview_view_rate`	TrueView view rate for In-Stream ads (skippable pre-roll, mid-roll). Add segments.ad_network_type = YOUTUBE_WATCH dimension to your query for accurate In-Stream breakdown. Format: percentage.
`trueViewRateInFeed`	TrueView Rate (In-Feed)	`metrics.video_trueview_view_rate`	TrueView view rate for In-Feed/Discovery ads. Add segments.ad_network_type = YOUTUBE_SEARCH dimension to your query for accurate In-Feed breakdown. Format: percentage.
`trueViewShorts`	TrueView (Shorts)	`metrics.video_trueview_views`	TrueView views from YouTube Shorts placement. Add segments.ad_network_type dimension and filter for Shorts format to isolate Shorts-specific views. Format: number.

core (18)Link to this section

Key	Name	Field	Notes
`impressions`	Impressions	`metrics.impressions`	Total number of times your ads were shown on a search results page or website. Format: number.
`clicks`	Clicks	`metrics.clicks`	Total number of clicks on your ads. Format: number.
`ctr`	CTR	`metrics.ctr`	Click-through rate, the ratio of clicks to impressions. Format: percentage.
`interactions`	Interactions	`metrics.interactions`	Number of interactions, including clicks, swipes, and video views depending on ad type. Format: number.
`interactionRate`	Interaction Rate	`metrics.interaction_rate`	The ratio of interactions to impressions for your ad. Format: percentage.
`engagementRate`	Engagement Rate	`metrics.engagement_rate`	The rate of engagements (expansions of lightbox ads) divided by impressions. Format: percentage.
`reach`	Reach	`metrics.reach`	Estimated number of unique users who saw your ad at least once. Format: number.
`frequency`	Frequency	`metrics.frequency`	Average number of times a unique user saw your ad. Format: ratio.
`absoluteTopImpressionPercentage`	Absolute Top Impression %	`metrics.absolute_top_impression_percentage`	Percentage of ad impressions shown as the very first ad above organic results. Format: percentage.
`topImpressionPercentage`	Top Impression %	`metrics.top_impression_percentage`	Percentage of ad impressions shown anywhere above organic search results. Format: percentage.
`interactionEventTypes`	Interaction Event Types	`metrics.interaction_event_types`	The types of interactions that are counted as interactions for this campaign type. Format: string.
`activeViewCpm`	Active View CPM	`metrics.active_view_cpm`	Average cost per thousand viewable impressions. Format: micro_currency.
`activeViewCtr`	Active View CTR	`metrics.active_view_ctr`	Clicks divided by viewable impressions. Format: percentage.
`activeViewImpressions`	Active View Impressions	`metrics.active_view_impressions`	Number of impressions that met Active View viewability criteria. Format: number.
`activeViewMeasurability`	Active View Measurability	`metrics.active_view_measurability`	Ratio of impressions that could be measured by Active View. Format: percentage.
`activeViewMeasurableImpressions`	Active View Measurable Impressions	`metrics.active_view_measurable_impressions`	Number of impressions that were measurable by Active View. Format: number.
`activeViewMeasurableCostMicros`	Active View Measurable Cost	`metrics.active_view_measurable_cost_micros`	Cost of impressions that were measurable by Active View. Format: micro_currency.
`activeViewViewability`	Active View Viewability	`metrics.active_view_viewability`	Percentage of measurable impressions that were actually viewable. Format: percentage.

calculated (13)Link to this section

Key	Name	Field	Notes
`roas`	ROAS	computed here	Return on ad spend: conversions value divided by cost. Calculated: `metrics.conversions_value / (metrics.cost_micros / 1_000_000)`. Format: ratio.
`allConversionsRoas`	All Conversions ROAS	computed here	Return on ad spend for all conversions: all conversions value divided by cost. Calculated: `metrics.all_conversions_value / (metrics.cost_micros / 1_000_000)`. Format: ratio.
`valuePerConversion`	Value per Conversion	computed here	Average value per conversion: conversions value divided by number of conversions. Calculated: `metrics.conversions_value / metrics.conversions`. Format: currency.
`allConversionsValuePerConversion`	Value per All Conversion	computed here	Average value per all conversions: all conversions value divided by all conversions. Calculated: `metrics.all_conversions_value / metrics.all_conversions`. Format: currency.
`hookRate`	Hook Rate	computed here	Proxy for video hook rate using the 25% quartile view rate. Calculated: `metrics.video_quartile_p25_rate`. Format: percentage.
`holdRate`	Hold Rate	computed here	Ratio of 50% video views to 25% video views, indicating mid-video retention. Calculated: `(metrics.video_quartile_p50_rate / metrics.video_quartile_p25_rate) * 100`. Format: percentage.
`completionRate`	Completion Rate	computed here	Ratio of 100% video views to 25% video views, indicating full-video retention. Calculated: `(metrics.video_quartile_p100_rate / metrics.video_quartile_p25_rate) * 100`. Format: percentage.
`impressionShareLostTotal`	Search IS Lost (Total)	computed here	Total search impression share lost, combining budget and rank lost shares. Calculated: `metrics.search_budget_lost_impression_share + metrics.search_rank_lost_impression_share`. Format: percentage.
`spendShare`	Spend Share	computed here	Percentage of total spend allocated to this entity, computed across all rows. Calculated: `(metrics.cost_micros / total_cost_micros) * 100`. Format: percentage.
`costPerConversionDollars`	Cost / Conversion ($)	computed here	Cost per conversion in standard currency (converted from micros). Calculated: `metrics.cost_micros / metrics.conversions / 1_000_000`. Format: currency.
`costDollars`	Cost ($)	computed here	Total cost in standard currency (converted from micros). Calculated: `metrics.cost_micros / 1_000_000`. Format: currency.
`averageCpcDollars`	Avg. CPC ($)	computed here	Average cost-per-click in standard currency (converted from micros). Calculated: `metrics.average_cpc / 1_000_000`. Format: currency.
`averageCpmDollars`	Avg. CPM ($)	computed here	Average cost per thousand impressions in standard currency (converted from micros). Calculated: `metrics.average_cpm / 1_000_000`. Format: currency.

Key	Name	Field	Notes
`searchImpressionShare`	Search Impression Share	`metrics.search_impression_share`	Percentage of eligible search impressions your ads received. Format: percentage.
`searchBudgetLostImpressionShare`	Search Lost IS (Budget)	`metrics.search_budget_lost_impression_share`	Estimated percentage of search impressions lost due to insufficient budget. Format: percentage.
`searchRankLostImpressionShare`	Search Lost IS (Rank)	`metrics.search_rank_lost_impression_share`	Estimated percentage of search impressions lost due to poor Ad Rank. Format: percentage.
`searchTopImpressionShare`	Search Top IS	`metrics.search_top_impression_share`	Percentage of eligible top-of-page search impressions your ads received. Format: percentage.
`searchAbsoluteTopImpressionShare`	Search Abs. Top IS	`metrics.search_absolute_top_impression_share`	Percentage of eligible absolute top search impressions your ads received. Format: percentage.
`searchExactMatchImpressionShare`	Search Exact Match IS	`metrics.search_exact_match_impression_share`	Percentage of eligible impressions received for searches that exactly matched your keywords. Format: percentage.
`searchBudgetLostAbsoluteTopImpressionShare`	Search Lost Abs. Top IS (Budget)	`metrics.search_budget_lost_absolute_top_impression_share`	Estimated percentage of absolute top search impressions lost due to budget. Format: percentage.
`searchBudgetLostTopImpressionShare`	Search Lost Top IS (Budget)	`metrics.search_budget_lost_top_impression_share`	Estimated percentage of top search impressions lost due to budget. Format: percentage.
`searchRankLostAbsoluteTopImpressionShare`	Search Lost Abs. Top IS (Rank)	`metrics.search_rank_lost_absolute_top_impression_share`	Estimated percentage of absolute top search impressions lost due to Ad Rank. Format: percentage.
`searchRankLostTopImpressionShare`	Search Lost Top IS (Rank)	`metrics.search_rank_lost_top_impression_share`	Estimated percentage of top search impressions lost due to Ad Rank. Format: percentage.
`contentImpressionShare`	Content Impression Share	`metrics.content_impression_share`	Percentage of eligible Display Network impressions your ads received. Format: percentage.
`contentBudgetLostImpressionShare`	Content Lost IS (Budget)	`metrics.content_budget_lost_impression_share`	Estimated percentage of Display Network impressions lost due to budget. Format: percentage.
`contentRankLostImpressionShare`	Content Lost IS (Rank)	`metrics.content_rank_lost_impression_share`	Estimated percentage of Display Network impressions lost due to Ad Rank. Format: percentage.

shopping (10)Link to this section

Key	Name	Field	Notes
`shoppingImpressions`	Shopping Impressions	`metrics.impressions`	Number of times your Shopping ads were shown. Format: number.
`shoppingClicks`	Shopping Clicks	`metrics.clicks`	Number of clicks on your Shopping ads. Format: number.
`shoppingCostMicros`	Shopping Cost	`metrics.cost_micros`	Total cost of Shopping ad clicks in micro-currency. Format: micro_currency.
`shoppingConversions`	Shopping Conversions	`metrics.conversions`	Number of conversions from Shopping ads. Format: number.
`shoppingConversionsValue`	Shopping Conversions Value	`metrics.conversions_value`	Total value of conversions from Shopping ads. Format: currency.
`shoppingCtr`	Shopping CTR	`metrics.ctr`	Click-through rate for Shopping ads. Format: percentage.
`shoppingAverageCpc`	Shopping Avg. CPC	`metrics.average_cpc`	Average cost-per-click for Shopping ads. Format: micro_currency.
`shoppingAllConversions`	Shopping All Conversions	`metrics.all_conversions`	All conversions from Shopping ads including cross-device. Format: number.
`shoppingAllConversionsValue`	Shopping All Conv. Value	`metrics.all_conversions_value`	Total value of all conversions from Shopping ads. Format: currency.
`shoppingCostPerConversion`	Shopping Cost / Conversion	`metrics.cost_per_conversion`	Average cost per conversion for Shopping ads. Format: micro_currency.

spend (7)Link to this section

Key	Name	Field	Notes
`costMicros`	Cost	`metrics.cost_micros`	Total cost of all clicks and interactions in micro-currency units. Format: micro_currency.
`averageCpc`	Avg. CPC	`metrics.average_cpc`	Average cost-per-click, the total cost divided by total clicks. Format: micro_currency.
`averageCpm`	Avg. CPM	`metrics.average_cpm`	Average cost per one thousand impressions. Format: micro_currency.
`averageCost`	Avg. Cost	`metrics.average_cost`	Average amount paid per interaction. Format: micro_currency.
`averageCpe`	Avg. CPE	`metrics.average_cpe`	Average cost per engagement (lightbox ad interactions). Format: micro_currency.
`averageCpv`	Avg. CPV	`metrics.trueview_average_cpv`	Average cost per video view. Format: micro_currency.
`costPerCurrentModelAttributedConversion`	Cost / Current Model Conversion	`metrics.cost_per_current_model_attributed_conversion`	Cost per conversion using the current attribution model. Format: micro_currency.

competitive (6)Link to this section

Key	Name	Field	Notes
`auctionInsightSearchImpressionShare`	Auction Insight: Search IS	`metrics.auction_insight_search_impression_share`	Your search impression share compared to competitors in auction insights. Format: percentage.
`auctionInsightSearchOverlapRate`	Auction Insight: Overlap Rate	`metrics.auction_insight_search_overlap_rate`	How often a competitor's ad received an impression when your ad also received one. Format: percentage.
`auctionInsightSearchPositionAboveRate`	Auction Insight: Position Above Rate	`metrics.auction_insight_search_position_above_rate`	How often a competitor's ad was shown above yours in the same auction. Format: percentage.
`auctionInsightSearchTopOfPageRate`	Auction Insight: Top of Page Rate	`metrics.auction_insight_search_top_of_page_rate`	How often a competitor's ad appeared at the top of the page. Format: percentage.
`auctionInsightSearchAbsoluteTopOfPageRate`	Auction Insight: Abs. Top Rate	`metrics.auction_insight_search_absolute_top_of_page_rate`	How often a competitor's ad appeared at the absolute top of the page. Format: percentage.
`auctionInsightSearchOutrankingShare`	Auction Insight: Outranking Share	`metrics.auction_insight_search_outranking_share`	Percentage of auctions where your ad ranked higher than a competitor or showed when they did not. Format: percentage.

engagement (6)Link to this section

Key	Name	Field	Notes
`gmailForwards`	Gmail Forwards	`metrics.gmail_forwards`	Number of times your Gmail ad was forwarded to someone else. Format: number.
`gmailSaves`	Gmail Saves	`metrics.gmail_saves`	Number of times someone saved your Gmail ad to their inbox. Format: number.
`gmailSecondaryClicks`	Gmail Secondary Clicks	`metrics.gmail_secondary_clicks`	Number of clicks to the landing page on the expanded state of your Gmail ad. Format: number.
`phoneCalls`	Phone Calls	`metrics.phone_calls`	Number of offline phone calls initiated from call extensions or call-only ads. Format: number.
`phoneImpressions`	Phone Impressions	`metrics.phone_impressions`	Number of times your phone number was shown with your ad. Format: number.
`phoneThroughRate`	Phone Through Rate	`metrics.phone_through_rate`	Number of phone calls divided by number of phone impressions. Format: percentage.

quality (5)Link to this section

Key	Name	Field	Notes
`qualityScore`	Quality Score	`ad_group_criterion.quality_info.quality_score`	Current quality score of the keyword on a 1-10 scale. Format: number.
`historicalQualityScore`	Historical Quality Score	`metrics.historical_quality_score`	Historical quality score at the time of the last report snapshot. Format: number.
`historicalCreativeQualityScore`	Historical Creative Quality	`metrics.historical_creative_quality_score`	Historical ad relevance quality component. Format: enum.
`historicalLandingPageQualityScore`	Historical Landing Page Quality	`metrics.historical_landing_page_quality_score`	Historical landing page experience quality component. Format: enum.
`historicalSearchPredictedCtr`	Historical Expected CTR	`metrics.historical_search_predicted_ctr`	Historical expected click-through rate quality component. Format: enum.

invalid_traffic (2)Link to this section

Key	Name	Field	Notes
`invalidClicks`	Invalid Clicks	`metrics.invalid_clicks`	Number of clicks Google considers illegitimate and does not charge for. Format: number.
`invalidClickRate`	Invalid Click Rate	`metrics.invalid_click_rate`	Percentage of total clicks that are filtered as invalid. Format: percentage.

cross_device (1)Link to this section

Key	Name	Field	Notes
`crossDeviceConversionsValueMicros`	Cross-Device Conv. Value	`metrics.cross_device_conversions_value`	Value of conversions where the user interacted on one device and converted on another. Format: currency.