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The Ultimate Guide to Maximizing Your Customer’s Value: Why CLV is Key to Long-Term Success
02/04/2023

Google Ads Dimensions and Metrics

Google Ads Dimensions and Metrics

Google Ads Dimensions and Metrics

Google Ads dimensions and metrics play a crucial role in measuring and optimizing the performance of advertising campaigns. They provide valuable insights and data that enable advertisers to make informed decisions and drive better results. Dimensions represent various attributes of the ads, such as keywords, ad groups, placements, and devices, allowing advertisers to analyze their campaigns from different perspectives. Metrics, on the other hand, provide quantitative measurements of campaign performance, including clicks, impressions, conversions, and cost.

Understanding the importance of dimensions and metrics is essential for advertisers looking to maximize the effectiveness of their Google Ads campaigns. By leveraging these insights, advertisers can gain a deeper understanding of their target audience, identify trends and patterns, and make data-driven adjustments to improve campaign performance. Whether it’s evaluating the effectiveness of specific keywords, analyzing the impact of ad placements, or tracking the ROI of advertising spend, dimensions and metrics empower advertisers with actionable information.

To help you navigate through the diverse range of dimensions and metrics available in Google Ads, we have compiled a comprehensive table that lists and explains each of them. This table serves as a valuable resource, providing a quick reference for advertisers to understand the meaning and significance of each dimension and metric. Whether you’re a seasoned advertiser or just getting started with Google Ads, this table will assist you in unlocking the full potential of your advertising campaigns and driving meaningful results.

Please find below the table of Google Ads dimensions and metrics, organized in a user-friendly format for your convenience.

LabelDescriptionNameTypeData TypeTables
Account IDThe unique identifier of an account.account_idDIMENSIONSTRINGad_groups_dimensions
ads_dimensions
age
assets
campaigns_dimensions
campaigns_insights
gender
geo
insights
keywords
search
shopping
Account NameThe name of the account.configNameDIMENSIONSTRINGinsights
campaigns_insights
keywords
search
geo
shopping
ads_dimensions
ad_groups_dimensions
age
assets
campaigns_dimensions
gender
geotargets_city
geotargets_country
geotargets_postal_code
geotargets_region
Ad Group LabelsadGroupLabelsDIMENSIONSTRINGad_groups_dimensions
Ad IDThe unique identifier of an ad.ad_idDIMENSIONSTRINGads_dimensions
insights
Ad LabelsadLabelsDIMENSIONSTRINGads_dimensions
Ad NameThe name of the ad.ad_nameDIMENSIONSTRINGads_dimensions
Ad Network TypeadNetworkTypeDIMENSIONSTRINGcampaigns_insights
insights
Ad group IDThe unique identifier of an ad group.ad_group_idDIMENSIONSTRINGad_groups_dimensions
ads_dimensions
age
gender
insights
keywords
search
shopping
Ad group NameThe name of an ad group.adgroup_nameDIMENSIONSTRINGad_groups_dimensions
Ad group statusThe status of an ad group.adgroup_statusDIMENSIONSTRINGad_groups_dimensions
Ad group typeThe type of an ad group.adgroup_typeDIMENSIONSTRINGad_groups_dimensions
Ad rotationIndicates whether your ads are being optimized or rotated indefinitely.adRotationModeDIMENSIONSTRINGad_groups_dimensions
Ad statusWhether your ads are approved, disapproved, under review, or in another state.ad_statusDIMENSIONSTRINGads_dimensions
Ad strengthRanging from Ò€œIncompleteÒ€_x009d_ to Ò€œExcellent,Ò€_x009d_ this metric measures the relevance, quality, and diversity of your ad copy.adStrengthDIMENSIONSTRINGads_dimensions
Ad typeThe type of ad format.ad_typeDIMENSIONSTRINGads_dimensions
AgeageDIMENSIONSTRINGage
All conv. rateAll conversion rate shows how often, on average, an ad interaction leads to a conversion. ItÒ€ℒs calculated by dividing the total number of conversions by the total number of ad interactions.all_conv_rateMETRICNUMBERinsights
campaigns_insights
keywords
search
geo
All conv. value/clickThe average conversion value of each ad interaction.all_conv_value_per_clickMETRICNUMBERinsights
campaigns_insights
keywords
search
All conv. value/costAll conversion value per cost measures your return on investment for All conversions. ItÒ€ℒs the All conv. value divided by the total cost of all ad interactions.all_conv_value_per_costMETRICNUMBERinsights
campaigns_insights
keywords
search
All conversionsA view of all the conversions that your Google Ads campaigns drive. This column includes any conversion actions that you’ve chosen not to include in your main “Conversions” column.all_conversionsMETRICNUMBERage
campaigns_insights
gender
geo
insights
keywords
search
shopping
All conversions valueThe total value of all of your conversions, including advanced sources like cross-device conversions and conversion actions even if the Γ’β‚¬ΛœIncludeÒ€ℒ in Conversions setting is unchecked.all_conversions_valueMETRICNUMBERage
campaigns_insights
gender
geo
insights
keywords
search
shopping
Approval StatusAfter youÒ€ℒve created an ad or asset, you can check whether itÒ€ℒs been reviewed or not.approvalStatusDIMENSIONSTRINGads_dimensions
keywords
Asset IDasset_idDIMENSIONSTRINGads_dimensions
assets
Asset Image URLassetImageUrlDIMENSIONSTRINGassets
Average Time On Siteaverage_time_on_siteMETRICNUMBERcampaigns_insights
insights
Avg. CPCAverage cost-per-click is the amount you’ve paid for your ad divided by its total clicks.avg_cpcMETRICNUMBERinsights
campaigns_insights
keywords
search
geo
shopping
Avg. CPEAverage cost-per-engagement is the average amount that you’ve been charged for an ad engagementavg_cpeMETRICNUMBERinsights
campaigns_insights
keywords
search
Avg. CPMAverage cost-per-thousand impressions is the average amount that you’ve been charged for 1,000 impressions.avg_cpmMETRICNUMBERinsights
campaigns_insights
keywords
search
geo
Avg. CPVAverage cost-per-view is the average amount you paid each time someone viewed your video ad. It equals the total cost of all views divided by the total number of views.avg_cpvMETRICNUMBERinsights
campaigns_insights
keywords
search
geo
Avg. CostThe average amount you pay per interaction.avg_costMETRICNUMBERinsights
campaigns_insights
keywords
search
geo
Biding Strategy TypebidingStrategyTypeDIMENSIONSTRINGcampaigns_dimensions
Bounce RateThe % of sessions that bounce.bounce_rateMETRICNUMBERcampaigns_insights
insights
BudgetThe budget for the campaign.budgetDIMENSIONNUMBERcampaigns_dimensions
CTRThe number of clicks your ad receives (Clicks) divided by the number of times your ad is shown (Impressions)CTRMETRICNUMBERinsights
campaigns_insights
keywords
search
geo
Campaign IDcampaign_idDIMENSIONSTRINGad_groups_dimensions
ads_dimensions
age
campaigns_dimensions
campaigns_insights
gender
geo
insights
keywords
search
shopping
Campaign LabelscampaignLabelsDIMENSIONSTRINGcampaigns_dimensions
Campaign Namecampaign_nameDIMENSIONSTRINGcampaigns_dimensions
Campaign StatusYour campaign status shows you whether your campaign is running normally, and how to fix any issues.campaign_statusDIMENSIONSTRINGcampaigns_dimensions
Campaign typeThe type of campaign.advertisingChannelTypeDIMENSIONSTRINGcampaigns_dimensions
CitycityDIMENSIONSTRINGgeotargets_city
City IDcity_idDIMENSIONNUMBERgeo
geotargets_city
Click Sharesearch_click_shareMETRICNUMBERcampaigns_insights
shopping
Click Typeclick_typeDIMENSIONSTRINGshopping
ClicksclicksMETRICNUMBERage
campaigns_insights
gender
geo
insights
keywords
search
shopping
Conv. rateConversion rate shows how often, on average, an ad interaction leads to a conversion. ItÒ€ℒs conversions divided by the interactions with your adconv_rateMETRICNUMBERinsights
campaigns_insights
keywords
search
Conv. value/clickConversion value per click is the average conversion value of your ad interactions.conv_value_per_clickMETRICNUMBERinsights
campaigns_insights
keywords
search
Conv. value/costConversion value per cost measures your return on investment. ItÒ€ℒs the conversion value divided by the total cost of all ad interactions.conv_value_per_costMETRICNUMBERinsights
campaigns_insights
keywords
search
Conversion Action CategoryBreakdown your conversions by installs, in-app actions, etc. You can use this field only with conversions metric.conversionActionCategoryDIMENSIONSTRINGcampaigns_insights
insights
Conversion Action NameconversionActionNameDIMENSIONSTRINGcampaigns_insights
insights
ConversionsconversionsMETRICNUMBERage
campaigns_insights
gender
geo
insights
keywords
search
shopping
Conversions ValueThe value of the conversions for the timeframe reported.conversions_valueMETRICNUMBERage
campaigns_insights
gender
geo
insights
keywords
search
shopping
CostTotal cost for the timeframe reported.costMETRICNUMBERage
campaigns_insights
gender
geo
insights
keywords
search
shopping
Cost if conversion is not zeroTake cost if conversion is not zerocost_if_conv_not_zeroMETRICNUMBERinsights
campaigns_insights
keywords
search
Cost if video views not zeroTake cost if video views is not zerocost_if_video_views_not_zeroMETRICNUMBERinsights
campaigns_insights
keywords
search
geo
Cost/all conv.Shows the average cost of a conversion in All conversions. It’s your total cost divided by All conversions.cost_per_all_convMETRICNUMBERinsights
campaigns_insights
keywords
search
geo
shopping
Cost/conv.The average cost of a conversion. It’s your cost divided by the number in the Conversionscost_per_convMETRICNUMBERinsights
campaigns_insights
keywords
search
geo
shopping
CountrycountryDIMENSIONSTRINGgeotargets_country
Country CodecountryCodeDIMENSIONSTRINGgeotargets_city
geotargets_country
geotargets_postal_code
geotargets_region
Country IDcountry_idDIMENSIONNUMBERgeo
geotargets_country
Cross Device Conversionscross_device_conversionsMETRICNUMBERage
campaigns_insights
gender
geo
insights
keywords
search
shopping
CurrencyThe currency of the accountcurrencyDIMENSIONSTRINGinsights
campaigns_insights
campaigns_dimensions
ad_groups_dimensions
ads_dimensions
assets
keywords
search
geo
geotargets_country
geotargets_region
geotargets_city
geotargets_postal_code
age
gender
shopping
Current Model Attributed Conversionscurrent_model_attributed_conversionsMETRICNUMBERcampaigns_insights
insights
keywords
Current Model Attributed Conversions Valuecurrent_model_attributed_conversions_valueMETRICNUMBERcampaigns_insights
insights
keywords
Data FreshnessdataFreshnessDIMENSIONSTRINGad_groups_dimensions
ads_dimensions
age
assets
campaigns_dimensions
campaigns_insights
gender
geo
insights
keywords
search
shopping
Data SourceData source titledataSourceDIMENSIONSTRINGinsights
campaigns_insights
keywords
search
geo
shopping
ads_dimensions
ad_groups_dimensions
age
assets
campaigns_dimensions
gender
geotargets_city
geotargets_country
geotargets_postal_code
geotargets_region
Data Source LogoData source logodataSourceLogoDIMENSIONSTRINGinsights
campaigns_insights
keywords
search
geo
shopping
ads_dimensions
ad_groups_dimensions
age
assets
campaigns_dimensions
gender
geotargets_city
geotargets_country
geotargets_postal_code
geotargets_region
DatedateDIMENSIONSTRINGage
campaigns_insights
gender
geo
insights
keywords
search
shopping
Day Of MonthThe dimension that determines how date-based data in a chart is handled.day_of_monthDIMENSIONSTRINGage
campaigns_insights
gender
geo
insights
keywords
search
shopping
Day Of WeekThe dimension that determines how date-based data in a chart is handled.day_of_weekDIMENSIONSTRINGage
campaigns_insights
gender
geo
insights
keywords
search
shopping
Description1The Ad’s Description Line 1description1DIMENSIONSTRINGads_dimensions
Description2The Ad’s Description Line 2description2DIMENSIONSTRINGads_dimensions
DevicedeviceDIMENSIONSTRINGcampaigns_insights
insights
shopping
Display URLThe Display URL for an ad.displayUrlDIMENSIONSTRINGads_dimensions
Engagement RateEngagement rate is used to measure how often people engage with your ad after it’s been shown to them. Use it to help you figure out how effective your ad is. Engagement rate is the number of engagements divided by total impressions.engagement_rateMETRICNUMBERinsights
campaigns_insights
keywords
search
EngagementsengagementsMETRICNUMBERage
campaigns_insights
gender
geo
insights
keywords
search
Final URLThe Final URL for the ad.finalUrlDIMENSIONSTRINGads_dimensions
First Page CPCfirstPageCpcMETRICNUMBERkeywords
First Position CPCfirstPositionCpcMETRICNUMBERkeywords
GendergenderDIMENSIONSTRINGgender
Gmail Forwardsgmail_forwardsMETRICNUMBERage
campaigns_insights
gender
insights
keywords
Gmail Savesgmail_savesMETRICNUMBERage
campaigns_insights
gender
insights
keywords
Gmail Secondary Clicksgmail_secondary_clicksMETRICNUMBERage
campaigns_insights
gender
insights
keywords
Headline1The Ad’s Headline Line 1headline1DIMENSIONSTRINGads_dimensions
Headline2The Ad’s Headline Line 2headline2DIMENSIONSTRINGads_dimensions
Headline3The Ad’s Headline Line 3headline3DIMENSIONSTRINGads_dimensions
Historical Quality Scorehistorical_quality_scoreMETRICNUMBERkeywords
Imageunified_imageDIMENSIONSTRINGads_dimensions
Image URLThe Ad’s Image URL (If applicable)imageUrlDIMENSIONSTRINGads_dimensions
ImpressionsTotal impressions in the timeframe reported.impressionsMETRICNUMBERage
campaigns_insights
gender
geo
insights
keywords
search
shopping
Impressions if video views not zeroTake impressions if video views is not zeroimpressions_if_video_views_not_zeroMETRICNUMBERinsights
campaigns_insights
keywords
search
Interaction RateHow 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.interaction_rateMETRICNUMBERinsights
campaigns_insights
keywords
search
geo
InteractionsinteractionsMETRICNUMBERage
campaigns_insights
gender
geo
insights
keywords
search
KeywordThe keyword that was matched to a search.keywordDIMENSIONSTRINGkeywords
search
Keyword IDThe ID for the keyword.keyword_idDIMENSIONSTRINGkeywords
Keyword Match TypeThe Match Type for a keyword (Broad, Phrase, Exact)keyword_matchTypeDIMENSIONSTRINGkeywords
search
Keyword StatusYour keyword status lets you know whether your keywords are active or not.adGroupCriterionStatusDIMENSIONSTRINGkeywords
LabelslabelsDIMENSIONSTRINGad_groups_dimensions
ads_dimensions
campaigns_dimensions
keywords
MonthThe dimension that determines how date-based data in a chart is handled.month_onlyDIMENSIONSTRINGage
campaigns_insights
gender
geo
insights
keywords
search
shopping
Month DayThe dimension that determines how date-based data in a chart is handled.month_dayDIMENSIONSTRINGage
campaigns_insights
gender
geo
insights
keywords
search
shopping
Optimization ScoreoptimizationScoreDIMENSIONNUMBERcampaigns_dimensions
PMA Is Interpolated?Used by Power My Analytics to indicate whether lifetime data might be interpolatedisInterpolatedBOOLEANinsights
campaigns_insights
keywords
search
geo
shopping
ads_dimensions
ad_groups_dimensions
age
assets
campaigns_dimensions
gender
geotargets_city
geotargets_country
geotargets_postal_code
geotargets_region
PMA Maximum Cached Data DateUsed by Power My Analytics to indicate maximum cached data date.MaxDateDIMENSIONSTRINGinsights
campaigns_insights
keywords
search
geo
shopping
ads_dimensions
ad_groups_dimensions
age
assets
campaigns_dimensions
gender
geotargets_city
geotargets_country
geotargets_postal_code
geotargets_region
PMA Minimum Cached Data DateUsed by Power My Analytics to indicate minimum cached data date.MinDateDIMENSIONSTRINGinsights
campaigns_insights
keywords
search
geo
shopping
ads_dimensions
ad_groups_dimensions
age
assets
campaigns_dimensions
gender
geotargets_city
geotargets_country
geotargets_postal_code
geotargets_region
PMA Payment URLUsed by Power My Analytics to provide URL to activate your account, or to see the billing information.PaymentSTRINGinsights
campaigns_insights
keywords
search
geo
shopping
ads_dimensions
ad_groups_dimensions
age
assets
campaigns_dimensions
gender
geotargets_city
geotargets_country
geotargets_postal_code
geotargets_region
PMA Subscription IDUsed by Power My Analytics for billing and user-identification with our support staff.SubscriptionSTRINGinsights
campaigns_insights
keywords
search
geo
shopping
ads_dimensions
ad_groups_dimensions
age
assets
campaigns_dimensions
gender
geotargets_city
geotargets_country
geotargets_postal_code
geotargets_region
PMA Trial StatusUsed by Power My Analytics to show trial as Active, Expired or number of days remaining.TrialSTRINGinsights
campaigns_insights
keywords
search
geo
shopping
ads_dimensions
ad_groups_dimensions
age
assets
campaigns_dimensions
gender
geotargets_city
geotargets_country
geotargets_postal_code
geotargets_region
Percent New Visitorspercent_new_visitorsMETRICNUMBERcampaigns_insights
insights
Phone Callsphone_callsMETRICNUMBERcampaigns_insights
Postal Codepostal_codeDIMENSIONSTRINGgeotargets_postal_code
Postal Code IDpostal_code_idDIMENSIONNUMBERgeotargets_postal_code
Preview Image URLpreviewImageUrlDIMENSIONSTRINGads_dimensions
Product Brandproduct_brandDIMENSIONSTRINGshopping
Product Channelproduct_channelDIMENSIONSTRINGshopping
Product Conditionproduct_conditionDIMENSIONSTRINGshopping
Product Countryproduct_countryMETRICNUMBERshopping
Product Item IDproduct_item_idDIMENSIONSTRINGshopping
Product Languageproduct_languageDIMENSIONSTRINGshopping
Product Merchant IDproduct_merchant_idDIMENSIONNUMBERshopping
Product Store IDproduct_store_idDIMENSIONSTRINGshopping
Product Titleproduct_titleDIMENSIONSTRINGshopping
Product Type L1product_type_l1DIMENSIONSTRINGshopping
Product Type L2product_type_l2DIMENSIONSTRINGshopping
Product Type L3product_type_l3DIMENSIONSTRINGshopping
Product Type L4product_type_l4DIMENSIONSTRINGshopping
Product Type L5product_type_l5DIMENSIONSTRINGshopping
QuarterThe dimension that determines how date-based data in a chart is handled.quarterDIMENSIONSTRINGage
campaigns_insights
gender
geo
insights
keywords
search
shopping
RegionregionDIMENSIONSTRINGgeotargets_region
Region IDregion_idDIMENSIONNUMBERgeo
geotargets_region
Search Exact Match ISsearch_exact_match_impression_shareMETRICNUMBERcampaigns_insights
Search Impr. sharesearch_impression_shareMETRICNUMBERcampaigns_insights
shopping
Search Lost ISsearch_budget_lost_impression_shareMETRICNUMBERcampaigns_insights
Search Lost ISsearch_rank_lost_impression_shareMETRICNUMBERcampaigns_insights
Search Term Match Typesearch_term_match_typeDIMENSIONSTRINGsearch
Search abs. top ISsearch_absolute_top_impression_shareMETRICNUMBERcampaigns_insights
shopping
Search lost abs. top ISsearch_budget_lost_absolute_top_impression_shareMETRICNUMBERcampaigns_insights
Search lost abs. top ISsearch_rank_lost_absolute_top_impression_shareMETRICNUMBERcampaigns_insights
Search lost top ISsearch_budget_lost_top_impression_shareMETRICNUMBERcampaigns_insights
Search lost top ISsearch_rank_lost_top_impression_shareMETRICNUMBERcampaigns_insights
Search termThe search query entered by a user that was matched to the advertiser’s ad.search_termDIMENSIONSTRINGsearch
Search term statusstatusDIMENSIONSTRINGsearch
Search top ISsearch_top_impression_shareMETRICNUMBERcampaigns_insights
Serving StatusAds that can serve to all audiences will be shown as Approved while other serving statuses have the more specific labels Approved (strongly restricted) and Approved (moderately restricted).servingStatusDIMENSIONSTRINGcampaigns_dimensions
keywords
Target CPAtargetCPAMETRICNUMBERcampaigns_dimensions
Target ROAStargetROASMETRICNUMBERcampaigns_dimensions
TypetypeDIMENSIONSTRINGgeo
Utm Contentutm_contentDIMENSIONSTRINGads_dimensions
Utm Mediumutm_mediumDIMENSIONSTRINGads_dimensions
Utm Sourceutm_sourceDIMENSIONSTRINGads_dimensions
Utm Termutm_termDIMENSIONSTRINGads_dimensions
Value/all conv.Value per all conversions is approximately how much, on average, each conversion in your All conv. column is worthvalue_per_all_convMETRICNUMBERinsights
campaigns_insights
keywords
search
geo
Value/conv.Value per conversion is approximately how much, on average, each of your conversions is worth. ItÒ€ℒs the conversion value divided by Conversions.value_per_convMETRICNUMBERinsights
campaigns_insights
keywords
search
geo
Video Quartile P100 Ratevideo_quartile_p100_rateMETRICNUMBERage
campaigns_insights
gender
insights
Video Quartile P25 Ratevideo_quartile_p25_rateMETRICNUMBERage
campaigns_insights
gender
insights
Video Quartile P50 Ratevideo_quartile_p50_rateMETRICNUMBERage
campaigns_insights
gender
insights
Video Quartile P75 Ratevideo_quartile_p75_rateMETRICNUMBERage
campaigns_insights
gender
insights
Video Viewsvideo_viewsMETRICNUMBERage
campaigns_insights
gender
geo
insights
keywords
search
View RateThe percentage of people who watched your video after they first saw the video or thumbnail. It equals the number of views your ad receives divided by the number of impressionsview_rateMETRICNUMBERinsights
campaigns_insights
keywords
search
View Through Conversionsview_through_conversionsMETRICNUMBERage
campaigns_insights
gender
geo
insights
keywords
search
WeekThe dimension that determines how date-based data in a chart is handled.weekDIMENSIONSTRINGage
campaigns_insights
gender
geo
insights
keywords
search
shopping
YearThe dimension that determines how date-based data in a chart is handled.yearDIMENSIONSTRINGage
campaigns_insights
gender
geo
insights
keywords
search
shopping
Year MonthmonthDIMENSIONSTRINGage
campaigns_insights
gender
geo
insights
keywords
search
shopping
Year QuarterThe dimension that determines how date-based data in a chart is handled.year_quarterDIMENSIONSTRINGage
campaigns_insights
gender
geo
insights
keywords
search
shopping
Year WeekThe dimension that determines how date-based data in a chart is handled.year_weekDIMENSIONSTRINGage
campaigns_insights
gender
geo
insights
keywords
search
shopping
utm_campaignutm_campaignDIMENSIONSTRINGads_dimensions

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Ghaith Jelassi
Ghaith Jelassi
Internet Entrepreneur 🎯 Digital Marketing Strategist | πŸš€ Growth Marketing Specialist | πŸ“Š Demand Generation | πŸ›’ E-commerce Manager

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