Google Ads metrics

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Google Ads metrics

Every metric you can request on Google Ads through an AI assistant: 130 in total, 13 of them computed by the gateway, each with the API field it maps to.

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.