Aggregatable vs non-aggregatable metrics
When connecting SA360, you can choose between regular or non-aggregatable metrics. Non-aggregatable are metrics that can not be summed over days and/or dimensions thus they will be imported as metrics that represent non-summable rows.
You can read more about non-aggregatable metrics in this article:
What are non aggregatable metrics?
Note: The non-aggregatable report doesn't support saved columns.
Reports
The Report field sets the granularity of your data. Metric totals can differ between levels, and they can also differ when you segment by Device (same behavior as in the Search Ads 360 UI). Compare Keyword-level Funnel data to the Keyword tab in Search Ads 360.
Campaign: Use this for metrics at the campaign level (for example clicks, cost, and impressions). When you connect, you can include all campaigns or only Performance Max campaigns. You can also connect this report with non-aggregatable metrics.
Ad Group: Use this for metrics by campaign and ad group. This is the default report when you connect. You can also connect this report with non-aggregatable metrics.
Keyword: Keyword text, match type, and related keyword fields alongside performance metrics.
Ad: Creative / ad-level performance.
Keyword Ad: Performance broken down by both ad and keyword. The Search Ads 360 API cannot return conversion metrics at Ad + Keyword granularity together, so if you include conversions you must choose Ad or Keyword as the conversion metric level.
User Location - Campaign / User Location - Ad Group: Geographic performance (for example country, with optional city, region, or metro segments).
Conversion: Individual conversion events (conversion quantity and conversion attributes), not a standard clicks/cost performance rollup.
Shopping Performance View: Shopping / product attributes (for example product item ID, brand, and product type) with performance metrics, at campaign or ad group level.
Custom Columns (Pivoted): Search Ads 360 custom columns as rows instead of column headers, so new custom columns appear without reconfiguring the data source. Not available by default. Contact Funnel to enable it.
Non-aggregatable Campaign / Ad Group: Metrics that cannot be summed across days and/or dimensions. Non-aggregatable reports do not support saved columns.
Additional Segments
Device
Conversion Action
Conversion Action Name
Historical Quality Score
The following dimensions are included when selecting the Conversion Action segment:
Conversion Action Name
Conversion Action Type
Conversion Action Category
Conversion Action ID
Conversion Action Category Primary for Goal
Conversion Action Category Attribution Model
Conversion Action Data Driven Model Status
Floodlight Activity Group Tag
Floodlight activity Tag
Floodlight Activity ID
Please note that not all segments are available for all reports.
Custom Columns
Funnel only import Custom metrics, Custom dimensions are not supported.
Custom columns are owned by a Manager account, Sub-manager account or Client account, and a column can only be downloaded if the connecting user has access to the account owning the column. This means that the available set of custom columns for a Client account can vary depending on the access level of the SA360 user connecting the Client account in Funnel.
Our goal is to provide the same set of custom columns that a user can see and use at the Client account level in the SA360 UI.
Currently Funnel will not import custom columns that are classified as date-parameterized* or percent due to API limitations.
*Funnel imports date-parameterized columns when it is unknown to us that they are, in fact, date-parameterized. This could be because the columns they depend on are unknown, or when other columns they depend on themselves are dependent on date-parameterized columns. These columns frequently has data mismatches.
Custom Columns (Pivoted)
The Custom Columns (Pivoted) report presents your Search Ads 360 custom columns as rows rather than as column headers. When you create new custom columns in Search Ads 360, they appear automatically in your Funnel data source without you needing to re-select columns and reconfigure the data source.
This report is not available by default. Contact Funnel to enable it for your account.
Report levels:
Campaign
Campaign, Ad Group
When the report level is Campaign, you can optionally limit the report to Performance Max campaigns only.
Historical Data
Two years of historical data will be downloaded when you connect a new source.
Note: Certain segmented data types are only available for 18 months.
New vs old Search Ads 360 connector
In early 2024, SA360 released their new API which resulted in a completely new connector in Funnel. The old API is now shut down and Funnel's old SA360 connector is no longer available, but in order to be able to differentiate between any old Funnel data sources that were connected with the old API, we use the name "New Search Ads 360" for the new connector. At some point we will change the name of the new connector to simply "Search Ads 360".
Dimensions and Metrics
Each report contains a unique setup with dimensions and metrics listed below. Please note that if you add an additional segment when you connect the report, that segment will show up as a dimension in Funnel.
Campaign Report
Dimensions
Account Type
Bidding Strategy
Bidding Strategy ID
Campaign
Campaign ID
Campaign Labels
Campaign Sub-type
Campaign bidding strategy type
Client Account ID
Client Account
Client Engine ID
Geo Targets
Direct Manager ID
Direct Manager name
Metrics
All Conversions
All Conversions by Conversion Date
All Conversions Value
All Conversions Value by Conversion Date
Clicks
Client Account Conversion Value
Client Account Conversions
Client Account View-through Conversions
Conversions Value
Cost
Cross-Device Conversions
Cross-Device Conversions by Conversion Date
Cross-Device Conversions Value
Cross-Device Conversions Value by Conversion Date
Impressions
Visits
Search Impr. Share – Estimated
Search Top Impr. Share – Estimated
Search Abs. Top Impr. Share – Estimated
Search Lost Impr. Share (rank) – Estimated
Search Lost Impr. Share (budget) – Estimated
Total Eligible Impressions – Estimated
Total Eligible Top Impressions – Estimated
Total Eligible Absolute Top Impressions – Estimated
Search Impr. Share Impressions
Total Top Impressions
Total Rank Lost Impressions – Estimated
Total Budget Lost Impressions – Estimated
Total Absolute Top Impressions - Estimated
Non-aggregatable Campaign Report
Dimensions
Account Type
Campaign
Campaign ID
Client account ID
Client account
Client Engine ID
Historical Quality Score
Metrics
Search Absolute Top Impression Share
Search Budget Lost Impression Share
Search Budget Lost Top Impression Share
Search Exact Match Impression Share
Search Impression Share
Search Rank Lost Absolute Impression Share
Search Rank Lost Impression Share
Search Rank Lost Top Impression Share
Ad group Report
Dimensions
Account Type
Ad Group
Ad Group Engine ID
Ad Group ID
Ad Group Labels
Ad Group Type
Ad Group Status
Bidding Strategy ID
Bidding Strategy Name
Campaign
Campaign engine ID
Campaign ID
Campaign Status
Campaign bidding strategy type
Client account ID
Client account
Client Engine ID
Geo Targets
Direct manager ID
Direct manager name
Metrics
All Conversions
All Conversions by Conversion Date
All Conversions Value
All Conversions Value by Conversion Date
Clicks
Client Account Conversion Value
Client Account Conversions
Client Account View-through Conversions
Conversions Value
Cost
Cross-Device Conversions
Cross-Device Conversions by Conversion Date
Cross-Device Conversions Value
Cross-Device Conversions Value by Conversion Date
Impressions
Visits
Search Impr. Share – Estimated
Search Top Impr. Share – Estimated
Search Abs. Top Impr. Share – Estimated
Search Lost Impr. Share (rank) – Estimated
Search Lost Impr. Share (budget) – Estimated
Total Eligible Impressions – Estimated
Total Eligible Top Impressions – Estimated
Total Eligible Absolute Top Impressions – Estimated
Search Impr. Share Impressions
Total Top Impressions
Total Rank Lost Impressions – Estimated
Total Budget Lost Impressions – Estimated
Total Absolute Top Impressions - Estimated
Non-aggregatable Ad group Report
Dimensions
Account Type
Ad group
Ad group ID
Ad group Type
Campaign
Campaign ID
Client account ID
Client account
Client Engine ID
Historical Quality Score
Metrics
Search Absolute Top Impression Share
Search Budget Lost Impression Share
Search Budget Lost Top Impression Share
Search Exact Match Impression Share
Search Impression Share
Search Rank Lost Absolute Impression Share
Search Rank Lost Impression Share
Search Rank Lost Top Impression Share
Keyword Report
Dimensions
Account Type
Ad Group
Ad Group ID
Ad Group Type
Ad Group Status
Bidding Strategy Name
Bidding Strategy ID
Campaign
Campaign ID
Campaign Type
Campaign Status
Campaign bidding strategy type
Client Account ID
Client Account
Client Engine ID
Effective Keyword Max CPC
Keyword ID
Keyword Final URL
Keyword Labels
Keyword Match Type
Keyword Text
Keyword Status
Direct Manager ID
Direct Manager Name
Metrics
All Conversion
All Conversions Value
Average CPC
Clicks
Client Account Conversion Value
Client Account Conversions
Client Account View-through Conversions
Cost
Cross-Device Conversions
Cross-Device Conversions by Conversion Date
Cross-Device Conversions Value
Cross-Device Conversions Value by Conversion Date
Impressions
Visits
Ad Report
Dimensions
Account Type
Ad Group
Ad Group ID
Ad Group type
Ad ID
Ad Final URL
Ad Type
Campaign
Campaign ID
Campaign Type
Client account ID
Client Account
Client Engine ID
Expanded Text Ad Description1
Expanded Text Ad Description2
Expanded Text Ad Headline
Expanded Text Ad Headline2
Final URLs
Geo Targets
Direct Manager ID
Direct Manager Name
Metrics
All Conversions
All Conversions Value
Average CPC
Clicks
Client Account Conversion Value
Client Account Conversions
Client Account View-through Conversions
Cost
Cross-Device Conversions
Cross-Device Conversions by Conversion Date
Cross-Device Conversions Value
Cross-Device Conversions Value by Conversion Date
Impressions
Visits
Keyword Ad
Dimensions
Account Type
Ad Group
Ad Group ID
Ad Group type
Ad ID
Ad Final URL
Ad Labels
Ad Type
Campaign
Campaign ID
Campaign Type
Client account ID
Client Account
Client Engine ID
Direct Manager ID
Direct Manager Name
Expanded Text Ad Description1
Expanded Text Ad Description2
Expanded Text Ad Headline
Expanded Text Ad Headline2
Final URLs
Geo Targets
Historical Quality Score
Keyword ID
Keyword Final URL
Keyword Labels
Keyword Match Type
Keyword Text
Keyword Status
Metrics
All Conversions
All Conversions by Conversion Date
All Conversions Value
All Conversions Value by Conversion Date
Average CPC
Clicks
Client Account Conversion Value
Client Account Conversions
Client Account View-through Conversions
Conversions Value
Cost
Cross-Device Conversions
Cross-Device Conversions by Conversion Date
Cross-Device Conversions Value
Cross-Device Conversions Value by Conversion Date
Impressions
Visits
User Location - Campaign
Dimensions
Account type
Campaign
Campaign ID
Campaign status
Campaign type
City
Client engine ID
Conversion action ID
Conversion action category
Conversion action category attribution model
Conversion action data driven model status
Conversion action name
Conversion action type
Country
DMA Region
Floodlight activity tag
Metro
Metrics
All conversions
All conversions value
Clicks
Client account conversion value
Client account conversions
Client account view-through conversions
Cost
Cross-device conversions
Cross-device conversions value
Impressions
User Location - Ad Group
Dimensions
Account type
Ad group
Ad group ID
Ad group status
Ad group type
Campaign
Campaign ID
Campaign status
Campaign type
City
Client engine ID
Conversion action ID
Conversion action category
Conversion action category attribution model
Conversion action data driven model status
Conversion action name
Conversion action type
Country
DMA Region
Floodlight activity tag
Metro
Metrics
All conversions
All conversions value
Clicks
Client account conversion value
Client account conversions
Client account view-through conversions
Cost
Cross-device conversions
Cross-device conversions value
Impressions
Conversion Report
Dimensions
Account Type
Advertiser conversion ID
Campaign
Campaign ID
Conversion attribution type
Conversion ID
Conversion last modified timestamp
Conversion timestamp
Conversion visit external click ID
Client account ID
Client account
Device
Floodlight order ID
Keyword text
Direct manager ID
Direct manager name
Merchant ID
Product Country Code
Metric
Conversion quantity
Shopping Performance View Report
Dimensions
Account Type
Ad group
Ad group engine ID
Ad group ID
Ad group type
Campaign
Campaign engine ID
Campaign ID
Client account ID
Client account
Direct manager ID
Direct manager name
Product Bidding Category Level 1
Product Bidding Category Level 2
Product Bidding Category Level 3
Product Brand
Product Channel
Product Condition
Product Country
Product Country Code
Product Custom Attribute 0
Product Custom Attribute 1
Product Custom Attribute 2
Product Item ID
Product Title
Product Type Level 1
Product Type Level 2
Product Type Level 3
Product Type Level 4
Metrics
Average CPC
Clicks
Cost
Impressions