When connecting an Adwords (Google Ads) data source you can choose between eleven different report types:

  • Standard
  • Geo Performance
  • Search Keyword
  • Placement
  • Shopping Performance
  • Placeholder Feed Item
  • Video Performance
  • Call Details
  • Search Query
  • Landing Page
  • Audience
  • Age Range View
  • Gender View
  • Standard Non-Aggregated Metrics
  • Hotel Non-Aggregated Metrics

If you are unsure about what report type to pick, Standard 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.

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.


Standard report

Fields available in the Standard report type:

Dimensions:

  • Ad (Only available on Ad level and while using Google Ads API)
  • Ad(Legacy) (Only available on Ad level and while using Adwords API)
  • Ad Final 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 Dimension, only available on Ad or Ad Group level)
  • Ad Group Name (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 level)
  • Ad Labels (Optional Dimension, only available on Ad level)
  • Ad Name (Only available on Ad level and while using Google Ads API)
  • Ad Type (Only available on Ad level)
  • Advertising Sub Channel
  • App Ad Headlines (Only available on Ad level and while using Google Ads API)
  • Campaign
  • Campaign Final Url Suffix
  • Campaign ID
  • Campaign Labels (Optional Dimension)
  • 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)
  • Customer ID
  • Days to conversion (Optional Dimension)
  • Description (Only available on Ad level)
  • Description Line 1 (Only available on Ad level)
  • Description Line 2 (Only available on Ad level)
  • Device (Optional Dimension)
  • Expanded Text Ad Description 2 (Only available on Ad level)
  • Expanded Text Ad Headline 3 (Only available on Ad level)
  • External conversion source
  • Headline 1 (Only available on Ad level)
  • Headline 2 (Only available on Ad level)
  • Hour of day (Optional Dimension)
  • Image URL (Only available on Ad level when using the Google Ads API)
  • Network (Optional Dimension, only available with the Adwords API)
  • Network With Search Params (Optional Dimension)
  • Responsive Display Headlines (Only available on Ad level and while using Google Ads API)
  • Responsive Search Headlines (Only available on Ad level and while using Google Ads API)
  • Text Ad Headline (Only available on Ad level and while using Google Ads API)

Metrics:

  • Active View Impressions
  • Active View Measurable Cost
  • Active View Measurable Impressions
  • All Conv.
  • All Conv. Rate
  • All Conv. Value
  • Avg. CPE
  • Avg. CPV
  • Avg. Cost
  • Click Assisted Conv.
  • Click Assisted Conv. Value
  • Clicks
  • Conv. Rate
  • Conversions
  • Cost
  • Cost / All Conv.
  • Cost / Conv.
  • Engagement Rate
  • Engagements
  • Gmail Clicks To Website
  • Gmail Forwards
  • Gmail Saves
  • Impr. (absolute top) %
  • Impr. (top) %
  • Impr. Assisted Conv.
  • Impr. Assisted Conv. Value
  • Impressions
  • Interaction Rate
  • Interactions
  • Invalid Click Rate
  • Invalid Clicks (Only available on Campaign level)
  • Phone Calls (Only available on Ad Group and Campaign level)
  • Phone Impressions (Only available on Ad Group and Campaign level)
  • Total Conv. Value
  • Total absolute top impressions
  • Total top impressions
  • Value / All Conv.
  • Video Played To 25% (Only available on Ad level with “Video played to % metrics” selected)
  • Video Played To 50% (Only available on Ad level with “Video played to % metrics” selected)
  • Video Played To 75% (Only available on Ad level with “Video played to % metrics” selected)
  • Video Played To 100% (Only available on Ad level with “Video played to % metrics” selected)
  • Video impressions (Only available on Ad level with “Video played to % metrics” selected)
  • Video impressions (Only available on Ad level with “Video played to % metrics” selected)
  • View Rate
  • View-through Conv.
  • Viewable Rate
  • Views
  • Views (25%) (Only available on Ad level with “Video played to % metrics” selected)
  • Views (50%) (Only available on Ad level with “Video played to % metrics” selected)
  • Views (75%) (Only available on Ad level with “Video played to % metrics” selected)
  • Views (100%) (Only available on Ad level with “Video played to % metrics” selected)

Geo Performance report

Fields available in the Geo Performance report type:

Dimensions:

  • 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 Final Url Suffix
  • Campaign ID
  • Campaign Tracking Url Template
  • Campaign Type
  • Campaign Url Custom Parameters
  • City (Optional Geo Dimension)
  • Conversion category name
  • Conversion name
  • Conversion tracker Id
  • Country (Optional Geo Dimension)
  • Customer ID
  • External conversion source
  • Metro (Optional Geo Dimension)
  • Postal code (Optional Geo Dimension that’s only available with the Google Ads API)
  • Region (Optional Geo Dimension)

Metrics:

  • All Conv.
  • All Conv. Rate
  • All Conv. Value
  • Avg. CPV
  • Avg. Cost
  • Clicks
  • Conv. Rate
  • Conversions
  • Cost
  • Cost / All Conv.
  • Cost / Conv.
  • Impr. (absolute top) % (Only available with the Adwords API on Ad Group level)
  • Impr. (top) % (Only available with the Adwords API on Ad Group level)
  • Impressions
  • Interaction Rate
  • Interactions
  • PTR
  • Total Conv. Value
  • Total absolute top impressions (Only available with the Adwords API on Ad Group level)
  • Total top impressions (Only available with the Adwords API on Ad Group level)
  • Value / All Conv.
  • View Rate
  • View-through Conv.
  • Views

Search Keyword Report

Fields available in the Search Keyword report type:

Dimensions:

  • 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 Final Url Suffix
  • Campaign ID
  • Campaign Tracking Url Template
  • Campaign Type
  • Campaign Url Custom Parameters
  • Conversion category name
  • Conversion name
  • Conversion tracker Id
  • Customer ID
  • External conversion source
  • Gmail Clicks To Website
  • Gmail Forwards
  • Gmail Saves
  • Keyword (Optional Dimension)
  • Keyword ID (Optional Dimension)
  • Keyword Final Url Suffix (Optional Dimension)
  • Keyword Final Urls (Optional Dimension)
  • Keyword Match Type (Optional Dimension)
  • Keyword Tracking Url Template (Optional Dimension)
  • Quality Score (Optional Dimension)
  • Keyword Custom Url Parameters (Optional Dimension)

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
  • Impr. (absolute top) %
  • Impr. (top) %
  • Interactions
  • Interaction Rate
  • Total Conv. Value
  • Total absolute top impressions
  • Total top impressions
  • Value / All Conv.
  • Viewable Rate
  • View-through Conv.
  • Views

Placement Report

Fields available in the Placement report type:

Dimensions:

  • 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 Final Url Suffix
  • Campaign ID
  • Campaign Tracking Url Template
  • Campaign Type
  • Campaign Url Custom Parameters
  • Conversion category name
  • Conversion name
  • Conversion tracker Id
  • Customer ID
  • External conversion source
  • Gmail Clicks To Website
  • Gmail Forwards
  • Gmail Saves
  • Placement URL (Optional Dimension)
  • Placement ID (Optional Dimension)
  • Placement Type (Optional Dimension)
  • Youtube Channel ID Placement (Optional Dimension)
  • Youtube Video ID Placement (Optional Dimension)
  • Placement (Derived from optional dimensions)

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
  • Total Conv. Value
  • Value / All Conv.
  • Viewable Rate
  • View-through Conv.
  • Views

Gender View

Fields available in the Gender View report type:

Dimensions:

  • 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 Final Url Suffix
  • Campaign ID
  • Campaign Tracking Url Template
  • Campaign Type
  • Campaign Url Custom Parameters
  • Conversion category name
  • Conversion name
  • Conversion tracker Id
  • Customer ID
  • External conversion source
  • Gender (Optional Dimension)
  • 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
  • Total 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 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
  • Age Range (Optional Dimension)
  • Campaign
  • Campaign Final Url Suffix
  • Campaign ID
  • Campaign Tracking Url Template
  • Campaign Type
  • Campaign Url Custom Parameters
  • Conversion category name
  • Conversion name
  • Conversion tracker Id
  • 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
  • Total Conv. Value
  • Value / All Conv.
  • Viewable Rate
  • View-through Conv.
  • Views

Shopping Performance Report

Fields available in the Shopping Performance report type:

Dimensions:

  • Ad Group ID (Only available on Ad Group level)
  • Ad Group Name (Only available on Ad Group level)
  • Brand (Optional Dimension)
  • Campaign
  • Campaign ID
  • Click Type (Optional Dimension)
  • Conversion category name*
  • Conversion name*
  • Conversion tracker Id*
  • External conversion source*
  • Merchant ID (Optional Dimension)
  • Offer ID (Optional Dimension)
  • Product Title (Optional Dimension)
  • Store ID (Optional Dimension)

Metrics:

  • All Conv.*
  • All Conv. Value*
  • Clicks
  • Conv. Rate*
  • Conversions*
  • Cost
  • Cost / All Conv.*
  • Cost / Conv.*
  • Impressions
  • Total Conv. Value*
  • Value / All Conv.*

* Note: No Conversion fields will be available for data sources running the AdWords API with the Product Title dimension selected.

Search Query report

Fields available in the Search Query report type:

Dimensions:

  • Ad Group ID (Only available on Ad Group level)
  • Ad Group Name (Only available on Ad Group level)
  • Campaign
  • Campaign ID
  • Conversion category name
  • Conversion name
  • Conversion tracker Id
  • External conversion source
  • Search Term (Optional Dimension)

Metrics:

  • All Conv.
  • All Conv. Value
  • Clicks
  • Conv. Rate
  • Conversions
  • Cost
  • Cost / All Conv.
  • Cost / Conv.
  • Impressions
  • Total Conv. Value
  • Value / All Conv.

Video Performance report

Fields available in the Video Performance report type:

Dimensions:

  • Ad Group ID (Only available on Ad Group level)
  • Ad Group Name (Only available on Ad Group level)
  • Campaign
  • Campaign ID
  • Conversion category name
  • Conversion name
  • Conversion tracker Id
  • External conversion source
  • Video Channel ID (Optional Dimension)
  • Video Duration (Optional Dimension)
  • Video ID (Optional Dimension)
  • Video Title (Optional Dimension)

Metrics:

  • All Conv.
  • All Conv. Value
  • Avg. CPV
  • Clicks
  • Conv. Rate
  • Conversions
  • Cost
  • Cost / All Conv.
  • Cost / Conv.
  • Impressions
  • Total Conv. Value
  • Value / All Conv.
  • Video Played To 25%
  • Video Played To 50%
  • Video Played To 75%
  • Video Played To 100%
  • Video impressions
  • Video impressions
  • View Rate
  • Views
  • Views (25%)
  • Views (50%)
  • Views (75%)
  • Views (100%)

Landing Page report

Fields available in the Landing Page report type:

Dimensions:

  • Ad Group ID (Only available on Ad Group level)
  • Ad Group Name (Only available on Ad Group level)
  • Campaign
  • Campaign ID
  • Expanded landing page (Optional Dimension)

Metrics:

  • All Conv.
  • Clicks
  • Conv. Rate
  • Conversions
  • Cost
  • Cost / All Conv.
  • Cost / Conv.
  • Impressions
  • Total Conv. Value

Audience Performance report

Fields available in the Audience Performance report type:

Dimensions:

  • Ad Group Name (Only available on Ad Group level)
  • Ad Group ID (Only available on Ad Group level)
  • Audience (Optional Dimension)
  • Audience ID (Optional Dimension)
  • Campaign
  • Campaign ID
  • Conversion category name
  • Conversion name
  • Conversion tracker Id
  • External conversion source

Metrics:

  • All Conv.
  • All Conv. Value
  • Clicks
  • Conv. Rate
  • Conversions
  • Cost
  • Cost / All Conv.
  • Cost / Conv.
  • Impressions
  • Total Conv. Value
  • Value / All Conv.

Placeholder Feed Item report

Fields available in the Placeholder Feed Item report type:

Dimensions:

  • Ad Group ID (Only available on Ad Group level)
  • Ad Group Name (Only available on Ad Group level)
  • Attribute Values (Optional Dimension)
  • Campaign
  • Campaign ID
  • Click Type (Optional Dimension)
  • Conversion category name
  • Conversion name
  • Conversion tracker Id
  • Device (Optional Dimension)
  • External conversion source
  • Feed ID (Optional Dimension)
  • Item ID (Optional Dimension)
  • Placeholder Type (Optional Dimension)

Metrics:

  • All Conv.
  • All Conv. Value
  • Clicks
  • Conv. Rate
  • Conversions
  • Cost
  • Cost / All Conv.
  • Cost / Conv.
  • Impressions
  • Total Conv. Value
  • Value / All Conv.

Call Details

Fields available in the Call Details report type:

Dimensions:

  • Ad Group ID
  • Ad Group Name
  • Call duration
  • Call source
  • Call status
  • Call type
  • Caller area code
  • Caller country code
  • Campaign
  • Campaign ID
  • End time
  • Start time

Metrics:

  • Call details: Number of calls
  • Call duration Value

Non-Aggregatable 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 Non-Aggregatable Metrics

Fields available in the “Non-Aggregatable” Metrics Standard report type:

Dimensions:

  • Ad Group ID (Only available on Ad Group level)
  • Ad Group Name (Only available on Ad Group level)
  • Campaign
  • Campaign ID
  • Criteria ID (Optional keyword dimensions)
  • Keyword Match Type (Optional keyword dimensions)
  • Keyword/Placement (Optional keyword dimensions)

Metrics:

  • Search Impr. share
  • Search Lost IS (budget) (Only available on Campaign level)
  • Search Lost IS (rank)

Hotel Non-Aggregatable Metrics

Fields available in the “Non-Aggregatable 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
  • Total Conv. Value
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