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 and/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 Performance Report

The Ad Performance report includes all statistics aggregated at the ad level, one row per ad. However, if other segment fields are used, you may get more than one row per ad. These segments are dimensions such as device type, network, and date. This is a single attribution report. 

Geo Performance Report

The Geo Performance report includes all statistics aggregated at the country/territory level, one row per country/territory. If other segment fields are used, you may get more than one row per country/territory. See segmentation for more information.

 

Most Used Fields

Column Name

Description

Use Cases

Table Name

Account

The descriptive name of the Customer account.

Attribute -> To breakdown your ads metrics by the advertising accounts

Ad Performance Report

Ad

The name of the Ad. At this level you have your actual ad, targeting potential customers with your chosen keywords.

Attribute -> Use for breaking down your ads metrics by the ad

Ad Performance Report

Ad ID

The ID of the Ad

Attribute -> Use for breaking down your ads metrics by the ad

Ad Performance Report

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 Performance Report

Campaign ID

The ID of the Campaign

Attribute -> Use for breaking down your ads metrics by campaign

Ad Performance Report

Campaign

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 Performance Report

Clicks

The number of clicks.

Metric -> Measure the amount of clicks generated by a specific ad, adgroup or campaign

Ad Performance Report

Cost

The sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period. Values can be one of: a) a money amount in micros, b) "auto: x" or "auto" if this field is a bid and Google Ads is automatically setting the bid via the chosen bidding strategy, or c) "--" if this field is a bid and no bid applies to the row.

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 Performance Report

day

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 Performance Report

Impressions

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

Metric -> It can be used for calculating the CTR, among other conversion rates.

Ad Performance Report

 

Recommended Column Selection:

When setting up 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:

 

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