Metrics

Metrics data.

Fields

absolute_top_impression_percentage

DoubleValue

The percent of your ad impressions that are shown as the very first ad above the organic search results.

active_view_cpm

DoubleValue

Average cost of viewable impressions (active_view_impressions).

active_view_ctr

DoubleValue

Active view measurable clicks divided by active view viewable impressions. This metric is reported only for display network.

active_view_impressions

Int64Value

A measurement of how often your ad has become viewable on a Display Network site.

active_view_measurability

DoubleValue

The ratio of impressions that could be measured by Active View over the number of served impressions.

active_view_measurable_cost_micros

Int64Value

The cost of the impressions you received that were measurable by Active View.

active_view_measurable_impressions

Int64Value

The number of times your ads are appearing on placements in positions where they can be seen.

active_view_viewability

DoubleValue

The percentage of time when your ad appeared on an Active View enabled site (measurable impressions) and was viewable (viewable impressions).

all_conversions_from_interactions_rate

DoubleValue

All conversions from interactions (as oppose to view through conversions) divided by the number of ad interactions.

all_conversions_value

DoubleValue

The value of all conversions.

all_conversions

DoubleValue

The total number of conversions. This includes all conversions regardless of the value of include_in_conversions_metric.

all_conversions_value_per_cost

DoubleValue

The value of all conversions divided by the total cost of ad interactions (such as clicks for text ads or views for video ads).

all_conversions_from_click_to_call

DoubleValue

The number of times people clicked the "Call" button to call a store during or after clicking an ad. This number doesn't include whether or not calls were connected, or the duration of any calls. This metric applies to feed items only.

all_conversions_from_directions

DoubleValue

The number of times people clicked a "Get directions" button to navigate to a store after clicking an ad. This metric applies to feed items only.

all_conversions_from_interactions_value_per_interaction

DoubleValue

The value of all conversions from interactions divided by the total number of interactions.

all_conversions_from_menu

DoubleValue

The number of times people clicked a link to view a store's menu after clicking an ad. This metric applies to feed items only.

all_conversions_from_order

DoubleValue

The number of times people placed an order at a store after clicking an ad. This metric applies to feed items only.

all_conversions_from_other_engagement

DoubleValue

The number of other conversions (for example, posting a review or saving a location for a store) that occurred after people clicked an ad. This metric applies to feed items only.

all_conversions_from_store_visit

DoubleValue

Estimated number of times people visited a store after clicking an ad. This metric applies to feed items only.

all_conversions_from_store_website

DoubleValue

The number of times that people were taken to a store's URL after clicking an ad. This metric applies to feed items only.

average_cost

DoubleValue

The average amount you pay per interaction. This amount is the total cost of your ads divided by the total number of interactions.

average_cpc

DoubleValue

The total cost of all clicks divided by the total number of clicks received.

average_cpe

DoubleValue

The average amount that you've been charged for an ad engagement. This amount is the total cost of all ad engagements divided by the total number of ad engagements.

average_cpm

DoubleValue

Average cost-per-thousand impressions (CPM).

average_cpv

DoubleValue

The average amount you pay each time someone views your ad. The average CPV is defined by the total cost of all ad views divided by the number of views.

average_page_views

DoubleValue

Average number of pages viewed per session.

average_time_on_site

DoubleValue

Total duration of all sessions (in seconds) / number of sessions. Imported from Google Analytics.

benchmark_average_max_cpc

DoubleValue

An indication of how other advertisers are bidding on similar products.

benchmark_ctr

DoubleValue

An indication on how other advertisers' Shopping ads for similar products are performing based on how often people who see their ad click on it.

bounce_rate

DoubleValue

Percentage of clicks where the user only visited a single page on your site. Imported from Google Analytics.

clicks

Int64Value

The number of clicks.

combined_clicks

Int64Value

The number of times your ad or your site's listing in the unpaid results was clicked. See the help page at https://support.google.com/google-ads/answer/3097241 for details.

combined_clicks_per_query

DoubleValue

The number of times your ad or your site's listing in the unpaid results was clicked (combined_clicks) divided by combined_queries. See the help page at https://support.google.com/google-ads/answer/3097241 for details.

combined_queries

Int64Value

The number of searches that returned pages from your site in the unpaid results or showed one of your text ads. See the help page at https://support.google.com/google-ads/answer/3097241 for details.

content_budget_lost_impression_share

DoubleValue

The estimated percent of times that your ad was eligible to show on the Display Network but didn't because your budget was too low. Note: Content budget lost impression share is reported in the range of 0 to 0.9. Any value above 0.9 is reported as 0.9001.

content_impression_share

DoubleValue

The impressions you've received on the Display Network divided by the estimated number of impressions you were eligible to receive. Note: Content impression share is reported in the range of 0.1 to 1. Any value below 0.1 is reported as 0.0999.

conversion_last_received_request_date_time

StringValue

The last date/time a conversion tag for this conversion action successfully fired and was seen by Google Ads. This firing event may not have been the result of an attributable conversion (e.g. because the tag was fired from a browser that did not previously click an ad from an appropriate advertiser). The date/time is in the customer's time zone.

conversion_last_conversion_date

StringValue

The date of the most recent conversion for this conversion action. The date is in the customer's time zone.

content_rank_lost_impression_share

DoubleValue

The estimated percentage of impressions on the Display Network that your ads didn't receive due to poor Ad Rank. Note: Content rank lost impression share is reported in the range of 0 to 0.9. Any value above 0.9 is reported as 0.9001.

conversions_from_interactions_rate

DoubleValue

Conversions from interactions divided by the number of ad interactions (such as clicks for text ads or views for video ads). This only includes conversion actions which include_in_conversions_metric attribute is set to true. If you use conversion-based bidding, your bid strategies will optimize for these conversions.

conversions_value

DoubleValue

The value of conversions. This only includes conversion actions which include_in_conversions_metric attribute is set to true. If you use conversion-based bidding, your bid strategies will optimize for these conversions.

conversions_value_per_cost

DoubleValue

The value of conversions divided by the cost of ad interactions. This only includes conversion actions which include_in_conversions_metric attribute is set to true. If you use conversion-based bidding, your bid strategies will optimize for these conversions.

conversions_from_interactions_value_per_interaction

DoubleValue

The value of conversions from interactions divided by the number of ad interactions. This only includes conversion actions which include_in_conversions_metric attribute is set to true. If you use conversion-based bidding, your bid strategies will optimize for these conversions.

conversions

DoubleValue

The number of conversions. This only includes conversion actions which include_in_conversions_metric attribute is set to true. If you use conversion-based bidding, your bid strategies will optimize for these conversions.

cost_micros

Int64Value

The sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period.

cost_per_all_conversions

DoubleValue

The cost of ad interactions divided by all conversions.

cost_per_conversion

DoubleValue

The cost of ad interactions divided by conversions. This only includes conversion actions which include_in_conversions_metric attribute is set to true. If you use conversion-based bidding, your bid strategies will optimize for these conversions.

cost_per_current_model_attributed_conversion

DoubleValue

The cost of ad interactions divided by current model attributed conversions. This only includes conversion actions which include_in_conversions_metric attribute is set to true. If you use conversion-based bidding, your bid strategies will optimize for these conversions.

cross_device_conversions

DoubleValue

Conversions from when a customer clicks on a Google Ads ad on one device, then converts on a different device or browser. Cross-device conversions are already included in all_conversions.

ctr

DoubleValue

The number of clicks your ad receives (Clicks) divided by the number of times your ad is shown (Impressions).

current_model_attributed_conversions

DoubleValue

Shows how your historic conversions data would look under the attribution model you've currently selected. This only includes conversion actions which include_in_conversions_metric attribute is set to true. If you use conversion-based bidding, your bid strategies will optimize for these conversions.

current_model_attributed_conversions_from_interactions_rate

DoubleValue

Current model attributed conversions from interactions divided by the number of ad interactions (such as clicks for text ads or views for video ads). This only includes conversion actions which include_in_conversions_metric attribute is set to true. If you use conversion-based bidding, your bid strategies will optimize for these conversions.

current_model_attributed_conversions_from_interactions_value_per_interaction

DoubleValue

The value of current model attributed conversions from interactions divided by the number of ad interactions. This only includes conversion actions which include_in_conversions_metric attribute is set to true. If you use conversion-based bidding, your bid strategies will optimize for these conversions.

current_model_attributed_conversions_value

DoubleValue

The value of current model attributed conversions. This only includes conversion actions which include_in_conversions_metric attribute is set to true. If you use conversion-based bidding, your bid strategies will optimize for these conversions.

current_model_attributed_conversions_value_per_cost

DoubleValue

The value of current model attributed conversions divided by the cost of ad interactions. This only includes conversion actions which include_in_conversions_metric attribute is set to true. If you use conversion-based bidding, your bid strategies will optimize for these conversions.

engagement_rate

DoubleValue

How often people engage with your ad after it's shown to them. This is the number of ad expansions divided by the number of times your ad is shown.

engagements

Int64Value

The number of engagements. An engagement occurs when a viewer expands your Lightbox ad. Also, in the future, other ad types may support engagement metrics.

hotel_average_lead_value_micros

DoubleValue

Average lead value based on clicks.

hotel_price_difference_percentage

DoubleValue

The average price difference between the price offered by reporting hotel advertiser and the cheapest price offered by the competing advertiser.

hotel_eligible_impressions

Int64Value

The number of impressions that hotel partners could have had given their feed performance.

historical_creative_quality_score

QualityScoreBucket

The creative historical quality score.

historical_landing_page_quality_score

QualityScoreBucket

The quality of historical landing page experience.

historical_quality_score

Int64Value

The historical quality score.

historical_search_predicted_ctr

QualityScoreBucket

The historical search predicted click through rate (CTR).

gmail_forwards

Int64Value

The number of times the ad was forwarded to someone else as a message.

gmail_saves

Int64Value

The number of times someone has saved your Gmail ad to their inbox as a message.

gmail_secondary_clicks

Int64Value

The number of clicks to the landing page on the expanded state of Gmail ads.

impressions_from_store_reach

Int64Value

The number of times a store's location-based ad was shown. This metric applies to feed items only.

impressions

Int64Value

Count of how often your ad has appeared on a search results page or website on the Google Network.

interaction_rate

DoubleValue

How often people interact with your ad after it is shown to them. This is the number of interactions divided by the number of times your ad is shown.

interactions

Int64Value

The number of interactions. An interaction is the main user action associated with an ad format-clicks for text and shopping ads, views for video ads, and so on.

interaction_event_types[]

InteractionEventType

The types of payable and free interactions.

invalid_click_rate

DoubleValue

The percentage of clicks filtered out of your total number of clicks (filtered + non-filtered clicks) during the reporting period.

invalid_clicks

Int64Value

Number of clicks Google considers illegitimate and doesn't charge you for.

message_chats

Int64Value

Number of message chats initiated for Click To Message impressions that were message tracking eligible.

message_impressions

Int64Value

Number of Click To Message impressions that were message tracking eligible.

message_chat_rate

DoubleValue

Number of message chats initiated (message_chats) divided by the number of message impressions (message_impressions). Rate at which a user initiates a message chat from an ad impression with a messaging option and message tracking enabled. Note that this rate can be more than 1.0 for a given message impression.

mobile_friendly_clicks_percentage

DoubleValue

The percentage of mobile clicks that go to a mobile-friendly page.

organic_clicks

Int64Value

The number of times someone clicked your site's listing in the unpaid results for a particular query. See the help page at https://support.google.com/google-ads/answer/3097241 for details.

organic_clicks_per_query

DoubleValue

The number of times someone clicked your site's listing in the unpaid results (organic_clicks) divided by the total number of searches that returned pages from your site (organic_queries). See the help page at https://support.google.com/google-ads/answer/3097241 for details.

organic_impressions

Int64Value

The number of listings for your site in the unpaid search results. See the help page at https://support.google.com/google-ads/answer/3097241 for details.

organic_impressions_per_query

DoubleValue

The number of times a page from your site was listed in the unpaid search results (organic_impressions) divided by the number of searches returning your site's listing in the unpaid results (organic_queries). See the help page at https://support.google.com/google-ads/answer/3097241 for details.

organic_queries

Int64Value

The total number of searches that returned your site's listing in the unpaid results. See the help page at https://support.google.com/google-ads/answer/3097241 for details.

percent_new_visitors

DoubleValue

Percentage of first-time sessions (from people who had never visited your site before). Imported from Google Analytics.

phone_calls

Int64Value

Number of offline phone calls.

phone_impressions

Int64Value

Number of offline phone impressions.

phone_through_rate

DoubleValue

Number of phone calls received (phone_calls) divided by the number of times your phone number is shown (phone_impressions).

relative_ctr

DoubleValue

Your clickthrough rate (Ctr) divided by the average clickthrough rate of all advertisers on the websites that show your ads. Measures how your ads perform on Display Network sites compared to other ads on the same sites.

search_absolute_top_impression_share

DoubleValue

The percentage of the customer's Shopping or Search ad impressions that are shown in the most prominent Shopping position. See https://support.google.com/google-ads/answer/7501826 for details. Any value below 0.1 is reported as 0.0999.

search_budget_lost_absolute_top_impression_share

DoubleValue

The number estimating how often your ad wasn't the very first ad above the organic search results due to a low budget. Note: Search budget lost absolute top impression share is reported in the range of 0 to 0.9. Any value above 0.9 is reported as 0.9001.

search_budget_lost_impression_share

DoubleValue

The estimated percent of times that your ad was eligible to show on the Search Network but didn't because your budget was too low. Note: Search budget lost impression share is reported in the range of 0 to 0.9. Any value above 0.9 is reported as 0.9001.

search_budget_lost_top_impression_share

DoubleValue

The number estimating how often your ad didn't show anywhere above the organic search results due to a low budget. Note: Search budget lost top impression share is reported in the range of 0 to 0.9. Any value above 0.9 is reported as 0.9001.

search_click_share

DoubleValue

The number of clicks you've received on the Search Network divided by the estimated number of clicks you were eligible to receive. Note: Search click share is reported in the range of 0.1 to 1. Any value below 0.1 is reported as 0.0999.

search_exact_match_impression_share

DoubleValue

The impressions you've received divided by the estimated number of impressions you were eligible to receive on the Search Network for search terms that matched your keywords exactly (or were close variants of your keyword), regardless of your keyword match types. Note: Search exact match impression share is reported in the range of 0.1 to 1. Any value below 0.1 is reported as 0.0999.

search_impression_share

DoubleValue

The impressions you've received on the Search Network divided by the estimated number of impressions you were eligible to receive. Note: Search impression share is reported in the range of 0.1 to 1. Any value below 0.1 is reported as 0.0999.

search_rank_lost_absolute_top_impression_share

DoubleValue

The number estimating how often your ad wasn't the very first ad above the organic search results due to poor Ad Rank. Note: Search rank lost absolute top impression share is reported in the range of 0 to 0.9. Any value above 0.9 is reported as 0.9001.

search_rank_lost_impression_share

DoubleValue

The estimated percentage of impressions on the Search Network that your ads didn't receive due to poor Ad Rank. Note: Search rank lost impression share is reported in the range of 0 to 0.9. Any value above 0.9 is reported as 0.9001.

search_rank_lost_top_impression_share

DoubleValue

The number estimating how often your ad didn't show anywhere above the organic search results due to poor Ad Rank. Note: Search rank lost top impression share is reported in the range of 0 to 0.9. Any value above 0.9 is reported as 0.9001.

search_top_impression_share

DoubleValue

The impressions you've received in the top location (anywhere above the organic search results) compared to the estimated number of impressions you were eligible to receive in the top location. Note: Search top impression share is reported in the range of 0.1 to 1. Any value below 0.1 is reported as 0.0999.

speed_score

Int64Value

A measure of how quickly your page loads after clicks on your mobile ads. The score is a range from 1 to 10, 10 being the fastest.

top_impression_percentage

DoubleValue

The percent of your ad impressions that are shown anywhere above the organic search results.

valid_accelerated_mobile_pages_clicks_percentage

DoubleValue

The percentage of ad clicks to Accelerated Mobile Pages (AMP) landing pages that reach a valid AMP page.

value_per_all_conversions

DoubleValue

The value of all conversions divided by the number of all conversions.

value_per_conversion

DoubleValue

The value of conversions divided by the number of conversions. This only includes conversion actions which include_in_conversions_metric attribute is set to true. If you use conversion-based bidding, your bid strategies will optimize for these conversions.

value_per_current_model_attributed_conversion

DoubleValue

The value of current model attributed conversions divided by the number of the conversions. This only includes conversion actions which include_in_conversions_metric attribute is set to true. If you use conversion-based bidding, your bid strategies will optimize for these conversions.

video_quartile_100_rate

DoubleValue

Percentage of impressions where the viewer watched all of your video.

video_quartile_25_rate

DoubleValue

Percentage of impressions where the viewer watched 25% of your video.

video_quartile_50_rate

DoubleValue

Percentage of impressions where the viewer watched 50% of your video.

video_quartile_75_rate

DoubleValue

Percentage of impressions where the viewer watched 75% of your video.

video_view_rate

DoubleValue

The number of views your TrueView video ad receives divided by its number of impressions, including thumbnail impressions for TrueView in-display ads.

video_views

Int64Value

The number of times your video ads were viewed.

view_through_conversions

Int64Value

The total number of view-through conversions. These happen when a customer sees an image or rich media ad, then later completes a conversion on your site without interacting with (e.g., clicking on) another ad.