When you connect Google Ads, pick a report type that matches the question you want to answer. If you are unsure, start with Standard. It covers common campaign, ad group, and ad metrics for most accounts. Report types are not interchangeable: fields and totals can differ, so compare Funnel to the matching report in Google Ads. See Google Ads: Troubleshooting for common limits.
Which report type should you choose?
Report type | When to use it |
Standard | Use this for day-to-day cost, clicks, impressions, and conversions at campaign, ad group, ad, or asset level. Start here if you are unsure. |
Age Range View | Use this when you want performance by demographic age range. |
Gender View | Use this when you want performance by gender. If you need age and gender together, connect two sources. Google Ads cannot return both in one query. |
Income Range View | Use this when you want performance by household income range. |
Audience | Use this for remarketing lists and other audience criteria. Match your Funnel report level to where you apply audiences in Google Ads (campaign or ad group). |
Call Details | Use this for individual call records (duration, status, source). For aggregated phone call counts only, use Standard Phone Calls and Phone Impressions. |
Click View | Use this for click-level detail, including valid and invalid clicks. Google Ads keeps at most the last 90 days. |
Measurement Click View | Use this when you need Google Click ID (GCLID) with campaign and keyword context for measurement or offline joins. |
Geo Performance | Use this for location performance by country, with optional geo dimensions such as city or region. Totals can differ from a campaign overview when you include geo dimensions. |
Location View | Use this for performance by the location targets set in your campaign. |
User Location View | Use this for performance by where people are (presence), including people who are often in your targeted areas. |
Landing Page | Use this for performance by landing page URL. |
Search Keyword | Use this for performance on your keyword criteria. |
Search Query | Use this to see the search terms that triggered your ads. |
Search Terms Insights | Use this for aggregated search-term insight categories from Google Ads. This is not the same row grain as Search Query. |
Shopping Performance | Use this for product-level Shopping and Performance Max stats (brand, category, and other product attributes). Product impression and click counts can differ from ad-level Standard totals. |
Placement | Use this to see where your ads ran on managed placements (sites, apps, and similar). |
Where Ads Showed | Use this for automatic placement detail across the Google network. |
Video Performance | Use this for video and TrueView metrics. |
Reach and Frequency | Use this for unique reach and average frequency over a time window you choose. You cannot sum these values across days. |
Standard Impression Share Metrics | Use this for impression share and related competitive metrics over a time window you choose. You cannot sum these values across days. |
Hotel Impression Share Metrics | Use this for Hotel campaign impression share metrics. Values are not aggregatable, and you must choose a time window. |
Hotel Reconciliation | Use this for hotel booking reconciliation rows (commission, check-in and check-out, reconciled value) when you need billing alignment. |
Local Services Ads | Use this for Local Services Ads performance. Your connected account must sit under an MCC. Funnel fetches LSA data for accounts on that MCC. |
Local Services Leads | Use this for lead-level Local Services data (lead type, status, and related fields). |
Invoice | Use this for invoice data per account budget. Returns one row per account budget per invoice. Only available if the Google Ads account uses monthly invoicing. |
Which campaigns are available?
Google Ads serves as a hub for google products. Most campaigns created in a Google product (for example Local Services) will have its data available.
Campaign statuses and Campaigns without “activities”
Most campaigns regardless of status will be included in Funnel. However if a campaign hasn’t had any “activities” (no clicks, no impressions, no cost etc) for a given day it won’t be presented for that day.
For example this causes paused campaigns to not show up in Funnel during their paused period since they can’t have activities for the days when they are paused. Likewise, removed campaigns will not be included after the day when they were removed.
Report Fields
Some reports can be connected on different report levels and additional fields can sometimes be added. Bellow follows a full list of possible dimensions and metrics for each report type.
Optional Search Visibility dimensions and metrics
From September 2025, Search Visibility fields are available only if you enable the Search Visibility optional when you connect. These fields are not new. They used to ship in the default reports. Enabling the optional gives you more detail about where your ads appear (for example, how often they show at the top of search results), but it can also make your data more granular.
Available in the Standard, Search Keyword, and Video Performance reports.
Adds visibility metrics such as Search Impr. share, Search Abs. Top IS, and Search Lost IS, plus the dimension Network (with search partners). Fields marked (Optional under Search Visibility) in the lists below require this optional.
You cannot use Search Visibility together with the Ad Position, Hour of day, or Click Type optionals.
When Search Visibility is enabled, some aggregated metrics can look missing because results split into more granular segments. For example, Masthead campaigns can show cost as 0 even when cost exists.
Sources connected before September 2025: You keep these fields unless you already enabled Ad Position, Hour of day, or Click Type. The optional may not appear in the Definition Label until you reconfigure or reconnect the source.
Sources connected after August 2025: The Definition Label shows Search Visibility when you enable it.
Standard report
Fields available in the Standard report type:
Dimensions:
Ad (legacy) (Only available on Ad level)
Ad Account Customer ID
Ad Account Final Url Suffix
Ad Account Name
Ad Account Timezone
Ad Account Tracking Url Template
Ad Custom Parameter (Only available on Ad level)
Ad Final Urls (Only available on Ad level)
Ad Final Mobile Urls (Only available on Ad level)
Ad Group Final Url Suffix (Only available on Ad or Ad Group level)
Ad Group ID (Only available on Ad or Ad Group level)
Ad Group Labels (Optional, only available on Ad or Ad Group level)
Ad Group Name (Only available on Ad or Ad Group level)
Ad Group Status (Only available on Ad or Ad Group level)
Ad Group Tracking Url Template (Only available on Ad or Ad Group level)
Ad Group Type (Only available on Ad or Ad Group level)
Ad ID (Only available on Ad or Asset level)
Ad Labels (Optional, only available on Ad level)
Ad Name (Only available on Ad level)
Ad Position (Optional, available on all levels except Asset Group level)
Ad Status (Only available on Ad level)
Ad Strength (Only available on Ad level)
Ad Type (Only available on Ad or Asset level)
Advertising Sub Channel
App Ad Headlines (Only available on Ad level)
Asset (Only available on Asset level)
Asset ID (Only available on Asset level)
Asset Image URL (Only available on Asset level)
Asset Level (Only available on Asset level)
Asset Type (Only available on Asset level)
Asset Group Ad Strength (Only available on Asset Group level)
Asset Group Final Mobile Urls (Only available on Asset Group level)
Asset Group Final Urls (Only available on Asset Group level)
Asset Group ID (Only available on Asset Group level)
Asset Group Name (Only available on Asset Group level)
Asset Group Path 1 (Only available on Asset Group level)
Asset Group Path 2 (Only available on Asset Group level)
Bidding Strategy ID (Optional, only available on Campaign or Ad Group level)
Bidding Strategy Name (Optional, only available on Campaign or Ad Group level)
Bidding Strategy Type
Campaign
Campaign AI Max Enabled
Campaign Budget (local currency) (Only available on Campaign level)
Campaign Final Url Suffix
Campaign ID
Campaign Labels (Optional)
Campaign Status
Campaign Tracking Url Template
Campaign Type
Campaign Url Custom Parameters
Click Type (Optional) (Not available on Asset Group level)
Conversion category name (Only available on Campaign level and Ad Group level)
Conversion name (Only available on Campaign level and Ad Group level)
Conversion tracker Id (Only available on Campaign level and Ad Group level)
Creative Final Url Suffix (Only available on Ad level)
Creative Tracking Url Template (Only available on Ad level)
Ad Account Customer ID
Days to conversion (Optional) (Not available on Asset Group level)
Description (Only available on Ad level)
Description Line 1 (Only available on Ad level)
Description Line 2 (Only available on Ad level)
Device (Optional) (Not available on Asset Group level)
Display Upload Product Type (Only available on Ad level)
Display URL (Only available on Ad level)
End Date (Campaign)
Expanded Dynamic Search Ad Description (Only available on Ad level)
Expanded Dynamic Search Ad Description 2 (Only available on Ad level)
Expanded Text Ad Description 2 (Only available on Ad level)
Expanded Text Ad Headline 1 (Only available on Ad level)
Expanded Text Ad Headline 2 (Only available on Ad level)
Expanded Text Ad Headline 3 (Only available on Ad level)
Expanded Text Ad Path1 (Only available on Ad level)
Expanded Text Ad Path2 (Only available on Ad level)
External conversion source (Not available on Asset Group level)
Hour of day (Optional) (Not available on Asset Group level)
Image Ad Name
Image Height (Only available on Ad level)
Image URL (Only available on Ad level)
Image Width (Only available on Ad level)
Interaction Event Types (Not available on Asset level)
Network (with search partners) (Optional under Search Visibility)(Not available on Asset Group level)
New vs. Returning Customers (Optional)(Not available on Asset and Asset Group level)
Optimization Score
Performance (Only available on Asset level)
Preview Image URL (Only available on Ad level)
Responsive Display Ad Call To Action Text (Only available on Ad level)
Responsive Display Ad Description (Only available on Ad level)
Responsive Display Ad Long Headline (Only available on Ad level)
Responsive Display Control Spec Asset Enhancements (Only available on Ad level)
Responsive Display Control Spec Enable Autogen Video (Only available on Ad level)
Responsive Display Headlines (Only available on Ad level)
Responsive Search Ad Description (Only available on Ad level)
Responsive Search Ad Path1 (Only available on Ad level)
Responsive Search Ad Path2 (Only available on Ad level)
Responsive Search Headlines (Only available on Ad level)
SKAN Ad Event Type*
SKAN Attribution Credit*
SKAN Conversion Value*
SKAN Source App ID*
SKAN User Type*
Start Date (Campaign)
Target ROAS (Maximize Conversion)
Target ROAS (Ad Group) (Not available on Campaign level)
Target ROAS (Campaign)
Target ROAS (Shared Bidding Strategy) (Optional) (Only available on Campaign and Ad Group level)
Text Ad Headline (Only available on Ad level)
Youtube Video ID (Only available on Asset level)
Youtube Video Title (Only available on Asset level)
Metrics:
Active View Impressions (Not available on Asset and Asset Group level)
Active View Measurable Cost (Not available on Asset and Asset Group level)
Active View Measurable Impressions (Not available on Asset and Asset Group level)
All Conv.
All Conv. Rate
All Conv. Value
All Conv. By Conv. Date Rate (Not available on Asset and Asset Group level)
All conv. (by conv. time) (Not available on Asset and Asset Group level)
All conv. value (by conv. time) (Not available on Asset and Asset Group level)
All New Customer Lifetime Value (Not available on Asset and Asset Group level)
Asset App Installs (Only available on Asset level)
Avg. Cost
Avg. CPE
TrueView Avg. CPV
Campaign Daily Budget (Only available on Campaign level)
Campaign Total Budget (Only available on Campaign level)
Clicks
Conv. Rate (Clicks)
Conv. Rate (Interactions)
Conv. Value
Conversions
Conversions (by Conv. time) (Not available on Asset and Asset Group level)
Conv. value (by Conv. time) (Not available on Asset and Asset Group level)
Conv (Platform Comparable) (Only available on Campaign level)
Conv. Value (Platform Comparable) (Only available on Campaign level)
Conv. value / cost (Platform Comparable) (Only available on Campaign level)
Cost
Cost / All Conv.
Cost / Conv.
Cross-device Conv. (Not available on Asset level)
Engagement Rate (Not available on Asset Group level)
Engagements (Not available on Asset and Asset Group level)
Gmail Clicks To Website (Not available on Asset and Asset Group level)
Gmail Forwards (Not available on Asset and Asset Group level)
Gmail Saves (Not available on Asset and Asset Group level)
Gross Profit (Not available on Asset level)
Impr. (absolute top) % (Optional under Search Visibility)(Not available on Asset Group level)
Impr. (top) % (Optional under Search Visibility)(Not available on Asset Group level)
Impressions
Interaction Rate (Not available on Asset level)
Interactions (Not available on Asset level)
Invalid Click Rate (Only available on Campaign level)
Invalid Clicks (Only available on Campaign level)
New Customer Lifetime Value (Not available on Asset and Asset Group level)
Orders (Not available on Asset level. Only has values if you report conversions with cart data in Google Ads.)
Original Conv. Value (Not available on Asset level. Not available with the Device, Click Type or Ad Format Type optionals.)
Phone Calls (Only available on Ad Group and Campaign level. Not available with the Device optional, or in the Geo Performance report.)
Phone Impressions (Only available on Ad Group and Campaign level. Not available with the Device optional, or in the Geo Performance report.)
PTR (Only available on Ad Group and Campaign level)
Revenue (Not available on Asset level)
Search Abs. Top IS – Estimated (Optional under Search Visibility)(Only available on Ad Group and Campaign level)
Search Impr. share – Estimated (Optional under Search Visibility)(Only available on Ad Group and Campaign level)
Search Impressions (Optional under Search Visibility)(Only available on Ad Group and Campaign level)
Search Lost IS (budget) – Estimated (Optional under Search Visibility)(Only available on Campaign level)
Search Lost IS (rank) – Estimated (Optional under Search Visibility)(Only available on Ad Group and Campaign level)
Search Top IS – Estimated (Optional under Search Visibility)(Only available on Ad Group and Campaign level)
SKAN Conversions*
Target CPA (Campaign)
Target CPA (Ad Group) (Not available on Campaign level)
Target ROAS (Maximize Conversion) †
Target ROAS (Ad Group) † (Not available on Campaign and Asset Group level)
Target ROAS (Campaign)
Target ROAS (Shared Bidding Strategy) (Optional) (Only available on Campaign and Ad Group level)
Total Absolute Top Impressions (Optional under Search Visibility)(Not available on Asset and Asset Group level)
Total Budget Lost Impressions – Estimated (Optional under Search Visibility)(Only available on Campaign level)
Total Eligible Absolute Top Impressions – Estimated (Optional under Search Visibility)(Only available on Ad Group and Campaign level)
Total Eligible Impressions – Estimated (Optional under Search Visibility)(Optional under Search Visibility)(Only available on Ad Group and Campaign level))
Total Eligible Top Impressions – Estimated (Optional under Search Visibility)(Only available on Ad Group and Campaign level)
Total Rank Lost Impressions – Estimated (Optional under Search Visibility)(Not available on Asset Group level)
Total Top impressions (Optional under Search Visibility)(Not available on Asset and Asset Group level)
Value / All Conv.
Video Played To 25% (Optional, Not available on Asset and Asset Group level)
Video Played To 50% (Optional, Not available on Asset and Asset Group level)
Video Played To 75% (Optional, Not available on Asset and Asset Group level)
Video Played To 100% (Optional, Not available on Asset and Asset Group level)
Video impressions (Optional, Not available on Asset and Asset Group level)
Video Views (Not available on Asset and Asset Group level)
TrueView View Rate (Not available on Asset Group level)
View-through Conv.
Viewable Rate (Not available on Asset Group level)
TrueView Views (Not available on Asset and Asset Group level)
Views (25%) (Optional, Not available on Asset and Asset Group level)
Views (50%) (Optional, Not available on Asset and Asset Group level)
Views (75%) (Optional, Not available on Asset and Asset Group level)
Views (100%) (Optional, Not available on Asset and Asset Group level)
*SKAN conversion reporting will always be at campaign level, regardless of the data sources report level.
† These are percentages and when aggregated will show themax valueand not the average or sum.
Geo Performance report
Fields available in the Geo Performance report type:
Dimensions:
Ad Account Customer ID
Ad Account Final Url Suffix
Ad Account Name
Ad Account Timezone
Ad Account Tracking Url Template
Ad Group Final Url Suffix (Only available on Ad Group level)
Ad Group ID (Only available on Ad Group level)
Ad Group Name (Only available on Ad Group level)
Ad Group Status (Only available on Ad Group level)
Ad Group Tracking Url Template (Only available on Ad Group level)
Ad Group Type (Only available on Ad Group level)
Advertising Sub Channel
Campaign
Campaign AI Max Enabled
Campaign Final Url Suffix
Campaign ID
Campaign Status
Campaign Tracking Url Template
Campaign Type
Campaign Url Custom Parameters
City (Optional Geo Dimension) (Not compatible with TrueView metrics)
Conversion category name
Conversion name
Conversion tracker Id
Country (Optional Geo Dimension)
Device (Optional)
External conversion source
Metro (Optional Geo Dimension)
Network (with search partners) (Optional)
Postal code (Optional Geo Dimension)
Region (Optional Geo Dimension)
Metrics:
All Conv.
All Conv. Rate
All Conv. Value
Avg. Cost
TrueView Avg. CPV (Not compatible with City)
Clicks
Conv. Rate (Clicks)
Conv. Rate (Interactions)
Conv. Value
Conversions
Cost
Cost / All Conv.
Cost / Conv.
Impressions
Interaction Rate
Interactions
Value / All Conv.
Video Views
TrueView View Rate (Not compatible with City)
View-through Conv.
TrueView Views (Not compatible with City)
User Location View
Fields available in the User Location View report type:
Dimensions:
Ad Account Customer ID
Ad Account Final Url Suffix
Ad Account Name
Ad Account Timezone
Ad Account Tracking Url Template
Ad Group ID (Only available on Ad Group level)
Ad Group Name (Only available on Ad Group level)
Ad Group Final Url Suffix (Only available on Ad Group level)
Ad Group Status (Only available on Ad Group level)
Ad Group Tracking Url Template (Only available on Ad Group level)
Ad Group Type (Only available on Ad Group level)
Advertising Sub Channel
Campaign
Campaign AI Max Enabled
Campaign Final Url Suffix
Campaign ID
Campaign Status
Campaign Tracking Url Template
Campaign Type
Campaign Url Custom Parameters
Conversion category name
Conversion name
Conversion tracker Id
External conversion source
City (Optional Geo dimension) (not compatible with TrueView metrics)
Country (Optional Geo dimension)
Metro (Optional Geo dimension)
Most Specific Location
Postal Code (Optional Geo dimension)
Region (Optional Geo dimension)
Metrics:
All Conv.
All Conv. Rate
All Conv. Value
Avg. Cost
TrueView Avg. CPV (not compatible with dimension City)
Clicks
Conversions
Conv. Rate (Clicks)
Conv. Rate (Interactions)
Conv. Value
Cost
Cost / All Conv.
Cost / Conv.
Impressions
Interaction Rate
Interactions
Value / All Conv.
Video Views
View-through Conv.
TrueView View Rate (not compatible with dimension City)
TrueView Views (not compatible with dimension City)
Location View
Fields available in the Location View report type:
Dimensions:
Ad Account Customer ID
Ad Account Name
Ad Account Timezone
Advertising Sub Channel
Bid Adjustment
Campaign
Campaign AI Max Enabled
Campaign Final Url Suffix
Campaign ID
Campaign Tracking Url Template
Campaign Type
Campaign Url Custom Parameters
Conversion category name
Conversion name
Conversion tracker Id
Criterion Type
External conversion source
Targeted Location
Metrics:
All Conv.
All Conv. Rate
All Conv. Value
Avg. Cost
Avg. CPE
TrueView Avg. CPV
Clicks
Conv. Value
Conv. Rate (Clicks)
Conv. Rate (Interactions)
Conversions
Cost
Cost / All Conv.
Cost / Conv.
Engagement Rate
Engagements
Impressions
Interaction Rate
Interactions
Value / All Conv.
Video Views
View-through Conv.
TrueView View Rate
TrueView Views
Search Keyword Report
Fields available in the Search Keyword report type:
Dimensions:
Ad (Only available on Ad level)
Ad Account Customer Id
Ad Account Final Url Suffix
Ad Account Name
Ad Account Timezone
Ad Account Tracking Url Template
Ad Custom Parameter (Only available on Ad level)
Ad Final Urls (Only available on Ad level)
Ad Final Mobile Urls (Only available on Ad level)
Ad Group Final Url Suffix (Only available on Ad Group level)
Ad Group ID (Only available on Ad Group level)
Ad Group Labels (Optional, Only available on Ad Group and Ad level)
Ad Group Name (Only available on Ad Group level)
Ad Group Status (Only available on Ad Group and Ad level)
Ad Group Tracking Url Template (Only available on Ad Group level)
Ad Group Type (Only available on Ad Group level)
Ad ID (Only available on Ad level)
Ad Labels (Optional, Only available on Ad level)
Ad Position (Optional)
Ad Name (Only available on Ad level)
Ad relevance (Optional: Quality Score)
Ad Status (Only available on Ad level)
Ad Type (Only available on Ad level)
Advertising Sub Channel
App Ad Headlines (Only available on Ad level)
Campaign
Campaign AI Max Enabled
Campaign Final Url Suffix
Campaign ID
Campaign Labels (Optional, Only available on Campaign level)
Campaign Status
Campaign Tracking Url Template
Campaign Type
Campaign Url Custom Parameters
Click Type (Optional)
Conversion category name
Conversion name
Conversion tracker Id
Creative Final url Suffix (Only available on Ad level)
Creative Tracking Url Template (Only available on Ad level)
Days to conversion (Optional)
Description (Only available on Ad level)
Description Line 1 (Only available on Ad level)
Description Line 2 (Only available on Ad level)
Device (Optional)
Display Upload Product Type (Only available on Ad level)
Display URL (Only available on Ad level)
Exp. CTR (Optional: Quality Score)
Expanded Dynamic Search Ad Description (Only available on Ad level)
Expanded Dynamic Search Ad Description 2
Expanded Text Ad Description 2 (Only available on Ad level)
Expanded Text Ad Headline 1 (Only available on Ad level)
Expanded Text Ad Headline 2 (Only available on Ad level)
Expanded Text Ad Headline 3 (Only available on Ad level)
Expanded Text Ad Path 1 (Only available on Ad level)
Expanded Text Ad Path 2 (Only available on Ad level)
External conversion source
Gmail Clicks To Website
Gmail Forwards
Gmail Saves
Image Height (Only available on Ad level)
Image Width (Only available on Ad level)
Image URL (Only available on Ad level)
Keyword
Keyword Final Url Suffix (Optional, Available on Ad Group and Campaign level)
Keyword Final Urls (Optional, Available on Ad Group and Campaign level)
Keyword ID (Only available on Ad level)
Keyword Labels
Keyword Match Type (Optional)
Keyword Tracking Url Template (Optional, Available on Ad Group and Campaign level)
Keyword Url Custom Parameters (Optional, Available on Ad Group and Campaign level)
Landing page exp. (Optional: Quality Score)
Network (with search partners) (Optional under Search Visibility)
Preview image URL (Only available on Ad level, please note are only for IMAGE_AD)
Quality Score (Optional)
Responsive Display Ad Call To Action Text (Only available on Ad level)
Responsive Display Ad Description (Only available on Ad level)
Responsive Display Ad Long Headline (Only available on Ad level)
Responsive Display Control Spec Assets Enhancements (Only available on Ad level)
Responsive Display Control Spec Enable Autogen Video (Only available on Ad level)
Responsive Display Headlines (Only available on Ad level)
Responsive Search Ad Description (Only available on Ad level)
Responsive Search Ad Path 1 (Only available on Ad level)
Responsive Search Ad Path 2 (Only available on Ad level)
Responsive Search Headlines (Only available on Ad level)
Revenue (Not available on Ad level)
Text Ad Headline (Only available on Ad level)
Metrics:
Active View Impressions
Active View Measurable Cost
Active View Measurable Impressions
All Conv.
All Conv. By Conv. Date Rate
All Conv. Rate
All Conv. Value
All conv. (by conv. time)
All conv. value (by conv. time)
Avg. Cost
Avg. CPE
TrueView Avg. CPV
Clicks
Conversions
Conversions (by Conv. time)
Conv. Value
Conv. value (by Conv. time)
Conv. Rate (Clicks)
Conv. Rate (Interactions)
Cost
Cost / All Conv.
Cost / Conv.
Engagements
Engagement Rate
Impressions
Impr. (absolute top) % (Optional under Search Visibility)
Impr. (top) % (Optional under Search Visibility)
Interactions
Interaction Rate
Search Abs. Top IS – Estimated (Optional under Search Visibility) (Only available on Ad Group and Campaign level)
Search Impr. share – Estimated (Optional under Search Visibility)(Only available on Ad Group and Campaign level)
Search Impressions (Optional under Search Visibility)
Search Lost IS (rank) – Estimated (Optional under Search Visibility)(Only available on Ad Group and Campaign level)
Search Top IS – Estimated (Optional under Search Visibility)(Only available on Ad Group and Campaign level)
Total Absolute Top Impressions (Optional under Search Visibility)
Total Eligible Absolute Top Impressions – Estimated (Optional under Search Visibility)(Only available on Ad Group and Campaign level)
Total Eligible Impressions – Estimated (Optional under Search Visibility)(Only available on Ad Group and Campaign level)
Total Eligible Top Impressions – Estimated (Optional under Search Visibility)(Only available on Ad Group and Campaign level)
Total Rank Lost Impressions – Estimated (Optional under Search Visibility)(Only available on Ad Group and Campaign level)
Total Top Impressions (Optional under Search Visibility)
Value / All Conv.
Video Played To 25% (Optional)
Video Played To 50% (Optional)
Video Played To 75% (Optional)
Video Played To 100% (Optional)
Video impressions (Optional)
Video Views
TrueView View Rate
View-through Conv.
Viewable Rate
TrueView Views
Views (25%) (Optional)
Views (50%) (Optional)
Views (75%) (Optional)
Views (100%) (Optional)
Search Terms Insights Report
Fields available in the Search Terms Insights report type:
Dimensions
Search Category
Metrics
Clicks
Conversions
Conv. Value
Impressions
Search Volume (max)
Search Volume (min)
Placement Report
Fields available in the Placement report type:
Dimensions:
Ad Account Final Url Suffix
Ad Account Name
Ad Account Timezone
Ad Account Tracking Url Template
Ad Group Final Url Suffix (Only available on Ad Group level)
Ad Group ID (Only available on Ad Group level)
Ad Group Name (Only available on Ad Group level)
Ad Group Status (Only available on Ad Group level)
Ad Group Tracking Url Template (Only available on Ad Group level)
Ad Group Type (Only available on Ad Group level)
Advertising Sub Channel
Campaign
Campaign AI Max Enabled
Campaign Final Url Suffix
Campaign ID
Campaign Status
Campaign Tracking Url Template
Campaign Type
Campaign Url Custom Parameters
Conversion category name
Conversion name
Conversion tracker Id
Ad Account Customer ID
External conversion source
Gmail Clicks To Website
Gmail Forwards
Gmail Saves
Placement
Placement ID
Placement Link (Derived from optional dimensions)
Placement Type (Optional)
Placement URL (Optional)
Youtube Channel ID Placement (Optional)
Youtube Video ID Placement (Optional)
Metrics:
Active View Impressions
Active View Measurable Cost
Active View Measurable Impressions
All Conv.
All Conv. Rate
All Conv. Value
Avg. Cost
Avg. CPE
Avg. CPV
Clicks
Conversions
Conv. Rate
Cost
Cost / All Conv.
Cost / Conv.
Engagements
Engagement Rate
Impressions
Interactions
Interaction Rate
Conv. Value
Value / All Conv.
Viewable Rate
View-through Conv.
Views
Where Ads Showed
Fields available in the Where Ads Showed report type:
Dimensions:
Ad Account Final Url Suffix
Ad Account Name
Ad Account Timezone
Ad Account Tracking Url Template
Ad Group Final Url Suffix (Only available on Ad Group level)
Ad Group ID (Only available on Ad Group level)
Ad Group Name (Only available on Ad Group level)
Ad Group Status (Only available on Ad Group level)
Ad Group Tracking Url Template (Only available on Ad Group level)
Ad Group Type (Only available on Ad Group level)
Advertising Sub Channel
Campaign
Campaign AI Max Enabled
Campaign Final Url Suffix
Campaign ID
Campaign Status
Campaign Tracking Url Template
Campaign Type
Campaign Url Custom Parameters
Conversion category name
Conversion name
Conversion tracker Id
Ad Account Customer ID
External conversion source
Placement Group
Placement Type
Placement URL
Placement
Metrics:
Active View Impressions
Active View Measurable Cost
Active View Measurable Impressions
All Conv.
All Conv. Rate
All Conv. Value
Avg. Cost
Avg. CPE
Avg. CPV
Clicks
Conversions
Conv. Rate
Cost
Cost / All Conv.
Cost / Conv.
Engagements
Engagement Rate
Impressions
Interactions
Interaction Rate
Conv. Value
Value / All Conv.
Viewable Rate
View-through Conv.
Views
Gender View
Fields available in the Gender View report type:
Dimensions:
Ad Account Final Url Suffix
Ad Account Name
Ad Account Timezone
Ad Account Tracking Url Template
Ad Group Final Url Suffix (Only available on Ad Group level)
Ad Group ID (Only available on Ad Group level)
Ad Group Name (Only available on Ad Group level)
Ad Group Status (Only available on Ad Group level)
Ad Group Tracking Url Template (Only available on Ad Group level)
Ad Group Type (Only available on Ad Group level)
Advertising Sub Channel
Campaign
Campaign AI Max Enabled
Campaign Final Url Suffix
Campaign ID
Campaign Status
Campaign Tracking Url Template
Campaign Type
Campaign Url Custom Parameters
Conversion category name
Conversion name
Conversion tracker Id
Ad Account Customer ID
External conversion source
Gender
Gmail Clicks To Website
Gmail Forwards
Gmail Saves
Metrics:
Active View Impressions
Active View Measurable Cost
Active View Measurable Impressions
All Conv.
All Conv. Rate
All Conv. Value
Avg. Cost
Avg. CPE
Avg. CPV
Clicks
Conversions
Conv. Rate
Cost
Cost / All Conv.
Cost / Conv.
Engagements
Engagement Rate
Impressions
Interactions
Interaction Rate
Conv. Value
Value / All Conv.
Viewable Rate
View-through Conv.
Views
Age Range View
Fields available in the Age Range View report type:
Dimensions:
Ad Account Final Url Suffix
Ad Account Name
Ad Account Timezone
Ad Account Tracking Url Template
Ad Group Final Url Suffix (Only available on Ad Group level)
Ad Group ID (Only available on Ad Group level)
Ad Group Name (Only available on Ad Group level)
Ad Group Status (Only available on Ad Group level)
Ad Group Tracking Url Template (Only available on Ad Group level)
Ad Group Type (Only available on Ad Group level)
Advertising Sub Channel
Age Range
Campaign
Campaign AI Max Enabled
Campaign Final Url Suffix
Campaign ID
Campaign Status
Campaign Tracking Url Template
Campaign Type
Campaign Url Custom Parameters
Conversion category name
Conversion name
Conversion tracker Id
Ad Account Customer ID
External conversion source
Gmail Clicks To Website
Gmail Forwards
Gmail Saves
Metrics:
Active View Impressions
Active View Measurable Cost
Active View Measurable Impressions
All Conv.
All Conv. Rate
All Conv. Value
Avg. Cost
Avg. CPE
Avg. CPV
Clicks
Conversions
Conv. Rate
Cost
Cost / All Conv.
Cost / Conv.
Engagements
Engagement Rate
Impressions
Interactions
Interaction Rate
Conv. Value
Value / All Conv.
Viewable Rate
View-through Conv.
Views
Income Range View
Fields available in the Age Range View report type:
Dimensions:
Ad Account Final Url Suffix
Ad Account Name
Ad Account Timezone
Ad Account Tracking Url Template
Ad Group Final Url Suffix (Only available on Ad Group level)
Ad Group ID (Only available on Ad Group level)
Ad Group Name (Only available on Ad Group level)
Ad Group Status (Only available on Ad Group level)
Ad Group Tracking Url Template (Only available on Ad Group level)
Ad Group Type (Only available on Ad Group level)
Advertising Sub Channel
Campaign
Campaign AI Max Enabled
Campaign Final Url Suffix
Campaign ID
Campaign Status
Campaign Tracking Url Template
Campaign Type
Campaign Url Custom Parameters
Conversion category name
Conversion name
Conversion tracker Id
Ad Account Customer ID
External conversion source
Gmail Clicks To Website
Gmail Forwards
Gmail Saves
Income Range
Metrics:
Active View Impressions
Active View Measurable Cost
Active View Measurable Impressions
All Conv.
All Conv. Rate
All Conv. Value
Avg. Cost
Avg. CPE
Avg. CPV
Clicks
Conversions
Conv. Rate
Cost
Cost / All Conv.
Cost / Conv.
Engagements
Engagement Rate
Impressions
Interactions
Interaction Rate
Conv. Value
Value / All Conv.
Viewable Rate
View-through Conv.
Views
Shopping Performance Report
Fields available in the Shopping Performance report type:
Dimensions:
Ad Account Final Url Suffix
Ad Account Name
Ad Account Timezone
Ad Account Tracking Url Template
Ad Group Final Url Suffix (Only available on Ad Group level)
Ad Group ID (Only available on Ad Group level)
Ad Group Name (Only available on Ad Group level)
Ad Group Status (Only available on Ad Group level)
Ad Group Tracking Url Template (Only available on Ad Group level)
Ad Group Type (Only available on Ad Group level)
Network (with search partners) (with optional Click Search)
Advertising Sub Channel
Campaign
Campaign AI Max Enabled
Campaign Final Url Suffix
Campaign ID
Campaign Status
Campaign Tracking Url Template
Campaign Type
Campaign Url Custom Parameters
Country of Sale
Device
Feed Label
Brand (Optional)
Click Type (Optional)
Custom Label 0 (Optional)
Custom Label 1 (Optional)
Custom Label 2 (Optional)
Custom Label 3 (Optional)
Custom Label 4 (Optional)
Merchant ID (Optional)
Offer ID (Optional, known as Item ID in Google Ads)
Product Title (Optional)
Product Type (Level 1) (Optional)
Product Type (Level 2) (Optional)
Product Type (Level 3) (Optional)
Product Type (Level 4) (Optional)
Product Type (Level 5) (Optional)
Store ID (Optional)
Metrics:
All Conv.
All Conv. Value
Clicks
Click Share — Estimated (Optional)
Conv. Rate
Conv. Value
Conversions
Cost
Cost / All Conv.
Cost / Conv.
Cross-Sell Revenue
Cross-Sell Units Sold
Impressions
Lead Revenue
Lead Units Sold
Max CPC Bid (Ad Group) (Only available on Ad Group level. Only applies when the ad group uses Manual CPC bidding.)
Revenue
Search Clicks (with optional: Click Share)
Total Eligible Clicks — Estimated (with optional: Click Share)
Value / All Conv.
Search Query report
Fields available in the Search Query report type:
Dimensions:
Ad Account Name
Ad Account Timezone
Ad Group ID (Only available on Ad Group level)
Ad Group Name (Only available on Ad Group level)
Ad Group Status (Only available on Ad Group level)
Campaign
Campaign ID
Campaign Status
Conversion category name
Conversion name
Conversion tracker Id
Device (Optional)
External conversion source
Keywords (Optional)
Search Term (Optional)
Search Term Match Type (Optional)
Metrics:
All Conv.
All Conv. Value
Clicks
Conv. Rate (Clicks)
Conversions
Cost
Cost / All Conv.
Cost / Conv.
Conv. Value
Impressions
Interactions
Value / All Conv.
Video Performance report
Fields available in the Video Performance report type:
Dimensions:
Ad Account Final Url Suffix
Ad (Only available on Ad level)
Ad Account Name
Ad Account Timezone
Ad Account Tracking Url Template
Ad Custom Parameter (Only available on Ad level)
Ad Final Urls (Only available on Ad level)
Ad Final Mobile Urls (Only available on Ad level)
Ad Group Final Url Suffix (Only available on Ad or Ad Group level)
Ad Group ID (Only available on Ad or Ad Group level)
Ad Group Labels (Optional, only available on Ad or Ad Group level)
Ad Group Name (Only available on Ad or Ad Group level)
Ad Group Status (Only available on Ad Group level)
Ad Group Tracking Url Template (Only available on Ad or Ad Group level)
Ad Group Type (Only available on Ad or Ad Group level)
Ad ID (Only available on Ad level)
Ad Labels (Optional, only available on Ad level)
Ad Name (Only available on Ad level)
Ad Status (Only available on Ad level)
Ad Type (Only available on Ad level)
Advertising Sub Channel
App Ad Headlines (Only available on Ad level)
Campaign
Campaign AI Max Enabled
Campaign Final Url Suffix
Campaign ID
Campaign Labels (Optional)
Campaign Status
Campaign Tracking Url Template
Campaign Type
Campaign Url Custom Parameters
Conversion category name
Conversion name
Conversion tracker Id
Creative Final Url Suffix (Only available on Ad level)
Creative Tracking Url Template (Only available on Ad level)
Ad Account Customer ID
Description (Only available on Ad level)
Description Line 1 (Only available on Ad level)
Description Line 2 (Only available on Ad level)
Display Upload Product Type (Only available on Ad level)
Display URL (Only available on Ad level)
Expanded Dynamic Search Ad Description (Only available on Ad level)
Expanded Dynamic Search Ad Description 2 (Only available on Ad level)
Expanded Text Ad Description 2 (Only available on Ad level)
Expanded Text Ad Headline 3 (Only available on Ad level)
Expanded Text Ad Path1 (Only available on Ad level)
Expanded Text Ad Path2 (Only available on Ad level)
External conversion source
Headline 1 (Only available on Ad level)
Headline 2 (Only available on Ad level)
Image Height (Only available on Ad level)
Image URL (Only available on Ad level)
Image Width (Only available on Ad level)
Network (with search partners) (Optional under Search Visibility)
Responsive Display Ad Description (Only available on Ad level)
Responsive Display Ad Long Headline (Only available on Ad level)
Responsive Display Control Spec Asset Enhancements (Only available on Ad level)
Responsive Display Control Spec Enable Autogen Video (Only available on Ad level)
Responsive Display Headlines (Only available on Ad level)
Responsive Search Headlines (Only available on Ad level)
Responsive Search Ad Path1 (Only available on Ad level)
Responsive Search Ad Path2 (Only available on Ad level)
Text Ad Headline (Only available on Ad level)
Video Channel ID (Optional)
Video Duration (Optional)
Video ID (Optional)
Video Title (Optional)
Metrics:
All Conv.
All Conv. Value
Avg. CPE
TrueView Avg. CPV
Clicks
Conv. Rate
Conv. Value
Conversions
Cost
Cost / All Conv.
Cost / Conv.
Engagement Rate
Engagements
Impressions
Value / All Conv.
Video Played To 25%
Video Played To 50%
Video Played To 75%
Video Played To 100%
Video impressions
TrueView View Rate
TrueView Views
Views (25%)
Views (50%)
Views (75%)
Views (100%)
Watch Time (ms)
Avg. Watch Time/Impression (ms)
Video watch time metrics
Watch Time (ms) and Avg. Watch Time/Impression (ms) are only available in the Video Performance report. Sources connected with another report type, such as Standard, return no data for these metrics. To get them, connect a new Google Ads source and select the Video Performance report type.
Landing Page report
Fields available in the Landing Page report type:
Dimensions:
Ad Account Final Url Suffix
Ad Account Name
Ad Account Timezone
Ad Account Tracking Url Template
Ad Group ID (Only available on Ad Group level)
Ad Group Name (Only available on Ad Group level)
Ad Group Status (Only available on Ad Group level)
Campaign
Campaign ID
Campaign Status
Expanded landing page (Optional)
Metrics:
All Conv.
Clicks
Conv. Rate
Conversions
Cost
Cost / All Conv.
Cost / Conv.
Conv. Value
Impressions
Video Views
TrueView View Rate
TrueView Views
Audience Performance report
Fields available in the Audience Performance report type:
Dimensions:
Ad Account Final Url Suffix
Ad Account Name
Ad Account Timezone
Ad Account Tracking Url Template
Ad Group Final Url Suffix (Only available on Ad Group level)
Ad Group Name (Only available on Ad Group level)
Ad Group ID (Only available on Ad Group level)
Ad Group Status (Only available on Ad Group level)
Ad Group Tracking Url Template (Only available on Ad Group level)
Ad Group Type (Only available on Ad Group level)
Advertising Sub Channel (Only available on Ad Group level)
Audience
Audience ID
Bid Adjustment
Campaign
Campaign AI Max Enabled
Campaign Final Url Suffix
Campaign ID
Campaign Status
Campaign Tracking Url Template
Campaign Type
Campaign Url Custom Parameters
Conversion category name
Conversion name
Conversion tracker Id
Criterion ID
Criterion Type
Device (Optional)
External conversion source
Metrics:
Active View Impressions
Active View Measurable Cost
Active View Measurable Impressions
All Conv.
All Conv. Rate
All Conv. Value
All conv. (by conv. time)
All conv. value (by conv. time)
Avg. CPE
TrueView Avg. CPV
Avg. Cost
Clicks
Conv. Rate
Conv. Value
Conversions
Conversions (by Conv. time)
Conv. value (by Conv. time)
Cost
Cost / All Conv.
Cost / Conv.
Engagement Rate
Engagements
Gmail Clicks To Website
Gmail Forwards
Gmail Saves
Impressions
Interaction Rate
Interactions
Value / All Conv.
TrueView View Rate
View-through Conv.
TrueView Views
Call Details
Use the Call Details report for call-level data (for example call duration, status, and caller area code). For aggregated phone call counts at Campaign and Ad Group level, use the Standard report Phone Calls and Phone Impressions metrics.
Fields available in the Call Details report type:
Dimensions:
Ad Account Final Url Suffix
Ad Account Name
Ad Account Timezone
Ad Account Tracking Url Template
Ad Group ID
Ad Group Name
Call Duration
Call Source
Call Status
Call Type
Call Start Time
Call End Time
Caller Area Code
Campaign
Campaign ID
Metrics:
Call Details: Number of calls
Call Duration Value
Click View
Fields available in the Click View report type:
Dimensions:
Ad Account Final Url Suffix
Ad Account Name
Ad Account Timezone
Ad Account Tracking Url Template
Ad Group Final Url Suffix (Only available on Ad Group level)
Ad Group ID (Only available on Ad Group level)
Ad Group Name (Only available on Ad Group level)
Ad Group Tracking Url Template (Only available on Ad Group level)
Ad Group Type (Only available on Ad Group level)
Advertising Sub Channel
Campaign
Campaign AI Max Enabled
Campaign Final Url Suffix
Campaign ID
Campaign Tracking Url Template
Campaign Type
Campaign Url Custom Parameters
Ad Account Customer ID
Google Click ID
Keyword (Optional)
Targeted Location (Campaign)
Metrics:
Clicks
Measurement Click View
Fields available in the Measurement Click View report type:
Dimensions:
Campaign
Campaign ID
Ad Account Customer ID
Google Click ID
Keyword
Hotel Reconciliation
Fields available in the Hotel Reconciliation report type:
Dimensions:
Advertising Sub Channel
Campaign
Campaign AI Max Enabled
Campaign Final Url Suffix
Campaign ID
Campaign Status
Campaign Tracking Url Template
Campaign Type
Campaign Url Custom Parameters
Check-in Date
Check-out Date
Commission ID
Hotel ID
Hotel Order ID
Hotel Reconciliation Status
Metrics:
Commission Rate
Expected Commission Cost
Value per Conversions by Conversion Date
Reconciled Value
Reach and Frequency
Reach and Frequency can not be aggregated, see this article for details.
When connecting a Reach and Frequency report, you will need to select a Time window. The Time window defines how many days the integration will attribute data for. A 1 day time window will download data and attribute data to that day. A 7 day time window will download seven days of data and attribute that to the last date. A 7 day time window is often used when you are interested in e.g. how many Unique Users saw your ad over a single week.
Dimensions:
Ad Account Name
Campaign
Campaign ID
Campaign Type
Metrics:
Avg. Impr. Freq. / User
Unique Users
Impression Share Metrics reports
Time window
Time window defines how many days the integration will attribute data for. A 1 day time window will download data and attribute data to that day. A 7 day time window will download seven days of data and attribute that to the last date. A 7 day time window is often used when you are interested in how much Search Impression Share you received for your campaign / ad group over a single week.
Standard Impression Share Metrics
Fields available in the “Impression Share” Metrics Standard report type:
Dimensions:
Ad Account Name
Ad Group ID (Only available on Ad Group level)
Ad Group Name (Only available on Ad Group level)
Ad Group Status (Only available on Ad Group level)
Campaign
Campaign ID
Campaign Status
Device (Optional)
Keyword Match Type (Optional keyword dimensions)
Keyword (Optional keyword dimensions)
Keyword ID (Optional keyword dimensions)
Metrics:
Click Share (Only available on Campaign level, OR with keyword enabled)
Search Impr. share
Search Lost IS (budget) (Only available on Campaign level)
Search Lost IS (rank)
Search Absolute Top Impression Share
Search Top Impression Share
Hotel Impression Share Metrics
Fields available in the “Impression Share" Metrics Hotel report type:
Dimensions:
Booked Length of Stay
Campaign
Device
Geo Target Country
Hotel Center Id
Hotel Country
Partner Hotel Id
Window Days
Metrics:
Clicks
Conv. Rate
Conversions
Cost
Cost / Conv.
Hotel Eligible Impressions
Impressions
Search Absolute Top Impression Share
Search Impr. share
Search Top Impression Share
Conv. Value
Local Services Ads
Note: This report requires an MCC account.
Fields available in the Local Service Ad report type:
Dimensions:
Campaign
Campaign ID
LSA Account ID
LSA Business Name
Metrics:
LSA Rating Score
LSA Total Reviews
LSA Phone Lead Resp.
LSA Charged Leads
LSA Total Cost
LSA Phone Calls
LSA Connected Phone Calls
Local Services Leads
Note: This report requires an MCC account.
Fields available in the Local Service Leads report type:
Dimensions:
Campaign
Campaign ID
LSA Lead ID
LSA Lead Category ID
LSA Lead Service ID
LSA Lead Charged
LSA Lead Status
LSA Lead Creation Date Time
LSA Lead Type
Invoice report
Fields available in the Invoice report type. The report returns one row per account budget per invoice, dated by the invoice issue date. Funnel downloads the full invoice history every 24 hours.
Note: The Invoice report is only available if the Google Ads account uses monthly invoicing. If it doesn't, the data source shows an error.
Dimensions:
Account Budget
Account Budget Name
Account Name
Billable Activity End Date
Billable Activity Start Date
Invoice ID
Invoice Issue Date
Metrics:
Invoice Total Amount
Regulatory Costs