--- title: "Google Ads Fields: Metrics and Dimensions (Reference)" description: "Every Google Ads reporting field a PPC dashboard needs: cost, clicks, conversions, CPC, CPM, conversion value, ROAS and their dimensions, with API names." url: https://kodalogic.com/reference/google-ads-fields --- Field reference # Google Ads: what you paid, _what you got._ The Ads dataset is a ledger: every row is money out and outcomes in. These are the fields a PPC report is built on, with the API names your calculated fields will need. Fields 26 Data source Google Ads Names Standard API See them live in the [Google Ads Dashboard for Data Studio](/template/google-ads-template-for-looker-studio). See these fields in a real report * [![Google Ads Dashboard for Data Studio dashboard](https://kodalogic.com/cdn/templates_images/0206_4CRM5X5QLJ7SUGUB0IV0CK7NBOSAL8U5_0000.png)](/template/google-ads-template-for-looker-studio) [Google Ads Dashboard for Data Studio](/template/google-ads-template-for-looker-studio)$129 [See the dashboard](/template/google-ads-template-for-looker-studio) ## Delivery metrics | Field | API name | Type | What it measures | | ------------------------------------ | -------------------- | ------ | --------------------------------------------------------------- | | [Impressions](/glossary/impressions) | metrics.impressions | metric | How many times an ad was shown, on any network. | | Clicks | metrics.clicks | metric | Clicks on the ad; for Search, roughly a visit. | | [CTR](/glossary/ctr) | metrics.ctr | metric | Clicks divided by impressions; the first read on ad relevance. | | Avg. CPM | metrics.average\_cpm | metric | Average cost per thousand impressions; the price of being seen. | | [Avg. CPC](/glossary/average-cpc) | metrics.average\_cpc | metric | Cost divided by clicks; the price of a visit. | ## Cost and conversion metrics | Field | API name | Type | What it measures | | ----------------------- | --------------------------------------------- | ------ | ------------------------------------------------------------------------------------- | | Cost | metrics.cost\_micros | metric | Total spend in the account currency (the API returns micros: divide by 1,000,000). | | Conversions | metrics.conversions | metric | Conversion actions counted, weighted by the action’s counting setting. | | Conv. rate | metrics.conversions\_from\_interactions\_rate | metric | Conversions divided by interactions (clicks, for most campaigns). | | Cost / conv. | metrics.cost\_per\_conversion | metric | Cost divided by conversions: what one result cost. | | Conv. value | metrics.conversions\_value | metric | Value assigned to the conversions, as set on each action or passed from the site. | | [ROAS](/glossary/roas) | conversions\_value / cost | metric | Conversion value divided by cost; a calculated field, not an API metric. | | Search impression share | metrics.search\_impression\_share | metric | Impressions received as a share of the impressions the ad was eligible for on Search. | ## Campaign dimensions | Field | API name | Type | What it measures | | --------------- | ----------------------------------- | --------- | --------------------------------------------------------------------------------------------- | | Campaign | campaign.name | dimension | The campaign name; the key that joins Ads cost to GA4 outcomes through utm\_campaign. | | Campaign status | campaign.status | dimension | Enabled, paused or removed; reports usually filter to enabled. | | Campaign type | campaign.advertising\_channel\_type | dimension | Search, Display, Video, Shopping, Performance Max; the split every budget review starts with. | | Ad group | ad\_group.name | dimension | The ad group inside the campaign; where keywords and ads live. | | Network | segments.ad\_network\_type | dimension | Search, Search partners, Display or YouTube: where the impression happened. | ## Keyword and audience dimensions | Field | API name | Type | What it measures | | ---------------------------------- | ---------------------------------------- | --------- | ------------------------------------------------------------------------------------- | | Search keyword | ad\_group\_criterion.keyword.text | dimension | The keyword you bid on, as written in the ad group. | | [Match type](/glossary/match-type) | ad\_group\_criterion.keyword.match\_type | dimension | Broad, phrase or exact: how loosely the keyword may match a search. | | Search term | search\_term\_view.search\_term | dimension | What the user actually typed that triggered the ad; often different from the keyword. | | Device | segments.device | dimension | Desktop, mobile, tablet or TV screen. | | Region | geographic\_view.region | dimension | Region or state of the user, as targeted or as located. | | City | geographic\_view.city | dimension | City of the user; the pivot of the location page. | | Age | ad\_group\_criterion.age\_range.type | dimension | Age range of the user, in Google’s brackets (18-24 to 65+). | | Gender | ad\_group\_criterion.gender.type | dimension | Female, male or undetermined. | | Date | segments.date | dimension | Day of the impression, in the account timezone. | * [Google Ads Dashboard for Data Studio →](/template/google-ads-template-for-looker-studio) * [Reporting glossary →](/glossary) * [Google Search Console fields →](/reference/google-search-console-fields) * [Google Analytics 4 fields →](/reference/ga4-fields)