Google Ads Raw Data Guide
This guide shows you how to use the raw data coming from this specific data source APIs, so we can support you achieve your reporting needs. In this guide, some recommendations are provided as well as examples of use cases for the most commonly used fields. If you’d like to dig deeper into the raw data from each API, we recommend you to refer to our integrations documentation which provides links to each API documentation. For more guidance on how to build your reports and BI metrics, please inquire us about the Beginners Journey, Data Modelling Guide, Marketing Attribution or BI Metrics Guide.
Note: There may be several ways to achieve the use cases that has been indicated below, but these columns are the ones commonly used for most of the use cases we've encountered.
Most used tables
|
Table Name |
Description |
|
ad_group_ad_report |
The ad_group_ad_report includes all statistics aggregated at the ad level, one row per ad per day. However, if other segment fields are used, you may get more than one row per ad. These segments are dimensions such device or ad_type. This table is the equivalent to the "Ad Performance Report" of the sunsetted Adwords API. |
|
user_location_view_by_campaign_report |
The user_location_view_by_campaign_report includes all statistics aggregated at the country and campaign level, one row per combination of country and campaign and day. If other segment fields are used, you may get more than one row per country and campaign and day. This table is the equivalent to the "Geo Performance Report" of the sunsetted Adwords API. |
Most used fields
|
Column Name |
Description |
Use Cases |
Table Name |
| ad_group | The name of the AdGroup. Each campaign is made up of one or more ad groups. Ad groups are used to organize ads by a common theme. For example, for separating ad groups into the different product or service types. |
Attribute -> Use for breaking down your ads metrics by the adgroup. | ad_group_ad_report |
| ad_group_id | The ID of the Ad group. | Attribute -> Use for breaking down your ads metrics by the adgroup. | ad_group_ad_report |
| ad_group_name | The name of the Ad group. | Attribute -> Use for breaking down your ads metrics by the adgroup. | ad_group_ad_report |
| ad_id | The ID of the Ad. | Attribute -> Use for breaking down your ads metrics by the ad. | ad_group_ad_report |
| ad_name | The name of the Ad group. | Attribute -> Use for breaking down your ads metrics by the ad. | ad_group_ad_report |
| ad_type | The type of the Ad. If the ad's type is not supported in the report request's API version, this field will have the value "unknown". | Attribute -> Use for breaking down your ads metrics by the ad type. | ad_group_ad_report |
| campaign_id | The ID of the Campaign | Attribute -> Use for breaking down your ads metrics by campaign. | ad_group_ad_report |
| campaign_name | The name of the Campaign. Campaigns are a set of ads that focus on a single message. They are intended to meet a specific business goal as well as lead to conversions. Each campaign consists of one or more ad groups. Settings that you can set at the campaign level include budget, language, location, distribution for the Google Network, and more. | Attribute -> Use for breaking down your ads metrics by campaign. | ad_group_ad_report |
| clicks | The number of clicks. | Metric -> Measure the amount of clicks generated by a specific ad, adgroup or campaign. | ad_group_ad_report |
| cost_micros | The sum of cost. Fields of type "Money" are returned in micro currency units (micros). In order to display currency units in a conventional way, you need to divide the amount by 1.000.000 | Metric -> Measure the amount you spent on advertising, for calculating ROAS, etc. The value here is not in dollars, but in 1.000.000x. So it is necessary to use the Function node to divide the column by 1.000.000. | ad_group_ad_report |
| date | The date formatted as YYYY-MM-dd | Segment -> For analyzing ad performance overtime, grouping by metrics by time frames, or joining on sales data for a daily summary analysis and other advanced analysis. | ad_group_ad_report |
| impressions | The number of impressions. | Metric -> It can be used for calculating the CTR, among other conversion rates. | ad_group_ad_report |
Recommended Column Selection:
When setting up the integration and importing the relevant tables and columns, be aware that Google Ads reports have some limitations. You may discover that some column selection combinations are not possible. This is why we recommend that instead of importing all possible tables and columns, you use the suggested selection below:
ad_group_ad_report
- ad_group
- ad_group_id
- ad_group_name
- ad_id
- ad_name
- ad_type
- campaign_id
- campaign_name
- clicks
- cost_micros
- date
- impressions
user_location_view_by_campaign_report
- ad_group_id
- ad_group_name
- campaign_name
- country_criterion_id
- date
- clicks
- cost_micros
- impressions