When using our connector to AdWords/Google Ads, you have the option to connect either a regular metric report or a non-aggregatable report.
If you are unsure about what category to pick from. Regular metrics will most certainly cover most, if not all of your use cases.
The choices you make when connecting can also cause you to miss out on some data. See the troubleshooting article to learn more about the limitations of the different report types.

Regular metrics

Regular metrics download cost, clicks and impressions. Conversions and video metrics are also included.

Non-aggregatable metrics

The NAM mode will download what we think are non-aggregatable fields. These fields behave a bit differently to their aggregatable counterpart and have their own set of configuration within Funnel. These fields include Search Impression Share and its siblings.
Supported non-aggregatable fields:

  • Search Impr. Share
  • Search Lost IS (budget)
  • Search Lost IS (rank)

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.

Report Types

Our connector to AdWords supports several report types within the regular metric selection.

  • Standard report. Includes the standard Campaign / Ad Group / Ad-level performance reports.
  • Shopping report. Includes the Shopping performance report.
  • Placeholder feed item. Includes the Placeholder feed item report.
  • Video report. Includes the Video Performance report.

Standard report

Choosing a report level

The supported report levels are:

  • Campaign
  • Ad Group (also includes campaign dimensions)
  • Ad (also includes ad group and campaign dimensions)

Note

  • The metrics "Phone Impressions" and "Phone Calls" are only available when choosing Campaign and Ad Group level reporting.
  • Universal App Campaign (UAC) is currently only available for reporting on Campaign level, and is not compatible with Geo dimensions.

Additional Ad Level Data

Keyword/Placement is only available for Ad Level reporting.

Optional Dimensions

The standard report type can include the following optional dimensions on any report level:

  • Device
  • Network Type
  • Network Type (includes Search Partners)
  • Labels
  • Days to Conversion

Note that Labels and Days to Conversion cannot be combined with geo Dims.

Geo Dimensions

Geo dimensions (Region, Country, City) are only available when choosing Campaign and Ad Group level reporting.

The following metrics are available when choosing Geo:

  • Impressions
  • Interactions
  • Clicks
  • Cost
  • All conv
  • All conv. value
  • Conversions
  • Total conv. value
  • Views
  • View-through conv.

Shopping report

The supported report levels are:

  • Campaign
  • Ad Group (also includes campaign dimensions)

Optional Dimensions

Shopping performance dimensions include:

  • Brand
  • Merchant
  • Offer ID
  • Store ID

Metrics

  • Clicks
  • Cost
  • Impressions
  • Conversions
  • Pivoted conversions

Placeholder feed item report

The supported report levels are:

  • Campaign
  • Ad Group (also includes campaign dimensions)

Optional Dimensions

Placeholder feed performance dimensions include:

  • Click Type
  • Placeholder Type
  • Feed Item Id
  • Feed Id
  • Attribute Values
  • Device

Metrics

  • Clicks
  • Cost
  • Impressions
  • Conversions
  • Pivoted conversions

Video Performance

The supported report levels are:

  • Campaign
  • Ad Group (also includes campaign dimensions)

Optional Dimensions

  • Video ID
  • Video Title
  • Video Duration
  • Video Channel ID

Metrics

  • Clicks
  • Cost
  • Impressions
  • Video rate metrics (25%, 50%, 75%, 100%)
  • Conversions
  • Pivoted conversions

Call Details

A Call Details report will always include Ad Group and Campaign as dimensions. 

Call Detail Dimensions

  • Call duration
  • Call source
  • Call status
  • Call type
  • Caller area code
  • Caller country code
  • End time
  • Start time

Metrics

  • Number of calls

Search Query

The supported report levels are:

  • Campaign
  • Ad Group (also includes campaign dimensions)

Optional Dimensions

  • Search Term

Sometimes, setting up a connection with too many optional dimensions enabled can cause the connection to load too much data and fail. If this happens, try connecting the source again with lower granularity, for example by removing a optional dimensions or increasing the report level to ad group or campaign. 

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