# 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.

[Documentation](https://www.getmcpads.com/docs) / [Sources](https://www.getmcpads.com/docs/sources) / [Google Ads](https://www.getmcpads.com/docs/sources/google-ads)

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.

> **Note** 13 of these are computed by the gateway rather than returned by Google Ads. Each one shows how it is derived, so it is never presented as an official platform figure.

## conversion (28)

| 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)

| 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)

| 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)

| 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. |

## impression_share (13)

| 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)

| 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)

| 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)

| 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)

| 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)

| 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)

| 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)

| 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. |

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