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.

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 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.
  • Geo report
  • Shopping report
  • Placeholder feed item
  • Video report
  • Call report
  • Search query report
  • Landing page 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:

  • Device
  • Network Type
  • Network Type (includes Search Partners)
  • Labels
  • Days to Conversion
  • Hour of Day (not available on ad report level)

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

Geo report

The supported report levels are:

  • Campaign
  • Ad Group (also includes campaign dimensions)

Optional Dimensions

Geo performance dimensions include:

  • City
  • Metro
  • Region
  • Country

Also available:

  • Device
  • Network Type
  • Network Type (includes Search Partners)

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 report

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 report

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 report

The supported report levels are:

  • Campaign
  • Ad Group (also includes campaign dimensions)

Optional Dimensions

  • Search Term

Landing Page report

Please note that not all conversion dimensions and metrics are supported in this report type.

The supported report levels are:

  • Campaign
  • Ad Group (also includes campaign dimensions)

Optional Dimensions

  • Expanded landing page

Audience report

The supported report levels are:

  • Campaign
  • Ad Group (also includes campaign dimensions)

Optional Dimensions

  • Audience ID
  • Audience
  • Device

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 optional dimensions or increasing the report level to ad group or campaign. 

Did this answer your question?