Google Ads | Keyword Standard Dataset

Below are the fields Alight Analytics considers standard for Google Ads - Keyword dataset. There is a one day lag on Google Ads and data is pulled for the previous 31 days. 

The keyword dataset will only include ads that run on the Google Search Network. Ads that run on the Google Display Network are not included because those ads do not have related keywords.

This dataset can be automatically activated without a ticket through Dataset Activation.

Field Name

Type

Description

Report Date

Date

The date the activity occurred.

Account Descriptive Name

Dimension

The descriptive name of the Customer account.

External Customer ID

Whole Number

The Customer ID.

Campaign

Dimension

The Campaign name.

Campaign ID

Dimension

The Campaign ID.

Campaign Status

Dimension

The Campaign status.

Ad Group

Dimension

The Ad Group name.

Ad Group ID

Dimension

The Ad Group ID.

Ad Group Status

Dimension

Status of the ad group.

Network

Dimension

The network type.

Keyword

Dimension

The keyword text (criteria).

Device

Dimension

Device

Keyword ID

Dimension

The Keyword ID.

Keyword Match Type

Dimension

The match type for the Keyword.

Clicks

Whole Number

The number of clicks.

Impressions

Whole Number

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

Cost

Currency

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

Conversions

Whole Number

The number of conversions for all conversion actions that you have opted into optimization.

View-Through Conversions

Whole Number

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.

Absolute Top Impression Percentage

Decimal Fraction

Percentage of ad impressions shown as the first ad above the organic search results.

Search Absolute Top Impression Share

Dimension

Impressions received at the absolute top location divided by the estimated number of impressions the ad was eligible to receive in that location.

Search Absolute Top Impression Share Measure

Decimal Fraction

The same field as above converted to a decimal. Field values  that are <10% have been converted to .1.

Search Top Impression Share

Decimal Fraction

Impressions received anywhere above the organic search results, compared to  the estimated number of impressions the ad was eligible to receive in that location.

Top Impression Percentage

Decimal Fraction

Percentage of ad impressions shown anywhere above the organic search results.

Total Conversion Value

Currency

The sum of conversion values for all conversions.

Insert Date

Dimension

Internal use: when the row was inserted in the table

ChannelMix Profile

Dimension

When needed, distinguishes between Google AdWords accounts – Contents defined by Alight.

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