Google Ads | Ad Performance Conversion Standard Dataset

Below are the measures and dimensions Alight Analytics considers standard for Google Ads - Ad Performance Conversion dataset. There is a one day lag on Google Ads and data is pulled for the previous 31 days.

NOTE: The "Customer Descriptive Name" and "Account Descriptive Name" fields have been combined by Google Ads.  Both are now represented as the "Account Descriptive Name" field in the standard Google Ads datasets in ChannelMix.

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.

NOTE: The "Customer Descriptive Name" and "Account Descriptive Name" fields have been combined by Google Ads.  Both are now represented as the "Account Descriptive Name" field in the standard Google Ads datasets in ChannelMix.

External Customer ID Dimension The Customer ID.
Campaign ID Dimension The ID of the Campaign.
Campaign Name Dimension The Campaign name.
Campaign Status Dimension The Campaign status.
Ad Group ID Dimension The ID of the Ad Group.
Ad Group Name Dimension The name of the AdGroup.
Ad Group Status Dimension Status of the AdGroup.
Ad Id Dimension ID of the main object of this row.

Ad Name

Dimension

The Ad name.

Note: Due to API limitations, the name field is currently only supported for the following ad types: Display Upload Ad, Image Ad, Shopping Comparison Listing Ad, and Video Ad.

Ad Type Dimension The type of the Ad.
Status Dimension

The status of the main object in this row.

Network Dimension

The network type.

Campaign Advertising Channel Type

Dimension

The primary serving target for ads within the campaign.

Campaign Advertising Channel Sub-Type

Dimension

Optional refinement to Campaign Advertising Channel Type. Must be a valid sub-type of the parent channel type.

Device Dimension Device type where the impression was shown.
Creative Final URLs Dimension The URLS of the page on your website that people reach when they click your ad.
Display URL Dimension Display URL of the Ad.
Image Ad URL Dimension The image ad specific value. Prefix this value with "https://tpc.googlesyndication.com/pageadimg/imgad?id=" to get the full URL.
Image Creative Name Dimension Name for the image ad.
Description Dimension The descriptive text of an expanded text ad or responsive display ad.
Description Line 1 Dimension Line 1 description of the Ad
Description Line 2 Dimension Line 2 description of the Ad
Gmail Teaser Description Dimension The description in the GmailAd teaser.
Marketing Image Description Dimension

The description of the marketing image in the GmailAd.

Responsive Display Ad Description 1 Text Dimension

The text of Description 1 for a responsive display ad.

Responsive Display Ad Description 2 Text Dimension

The text of Description 2 for a responsive display ad.

Responsive Display Ad Description 3 Text Dimension

The text of Description 3 for a responsive display ad.

Responsive Search Ad Description 1 Text Dimension

The text of Description 1 for a responsive search ad.

Responsive Search Ad Description 2 Text Dimension

The text of Description 2 for a responsive search ad.

Responsive Search Ad Description 3 Text Dimension

The text of Description 3 for a responsive search ad.

Expanded Dynamic Search Ad Description Dimension

The text of Description 1 for a dynamic search ad.

Expanded Dynamic Search Ad Description 2 Dimension

The text of Description 2 for a dynamic search ad.

App Ad Descriptions 1 Text Dimension

The text of Description 1 for a universal app ad.

App Ad Descriptions 2 Text Dimension

The text of Description 2 for a universal app ad.

App Ad Descriptions 3 Text Dimension

The text of Description 3 for a universal app ad.

App Engagement Ad Descriptions 1 Text Dimension

The text of Description 1 for an app engagement ad.

App Engagement Ad Descriptions 2 Text Dimension

The text of Description 2 for an app engagement ad.

App Engagement Ad Descriptions 3 Text Dimension

The text of Description 3 for an app engagement ad.

App Ad Mandatory Text Dimension

Mandatory ad text for app ads.

Local Ad Descriptions 1 Text Dimension

The text of Description 1 for a local ad.

Local Ad Descriptions 2 Text Dimension

The text of Description 2 for a local ad.

Local Ad Descriptions 3 Text Dimension

The text of Description 3 for a local ad.

Smart Campaign Ad Descriptions 1 Text Dimension

The text of Description 1 for a smart campaign ad.

Smart Campaign Ad Descriptions 2 Text Dimension

The text of Description 2 for a smart campaign ad.

Video Responsive Ad Descriptions 1 Text Dimension

The text of Description 1 for a video responsive ad.

Video Ad Discovery Description 1 Dimension

The text of Description 1 for a video discovery ad.

Video Ad Discovery Description 2 Dimension

The text of Description 2 for a video discovery ad.

Video Ad Out Stream Description Dimension

The text of the Description for an out stream video ad.

Call Ad Description 1 Dimension

The text of Description 1 for a call ad.

Call Ad Description 2 Dimension

The text of Description 2 for a call ad.

Headline Dimension The ad headline for a TextAd.
Headline Part 1 Dimension The first part of an expanded text ad headline.
Headline Part 2 Dimension The second part of an expanded text ad headline.
Expanded Text Ad Headline Part 3 Dimension

The headline part 3 of the expanded text ad.

Gmail Teaser Headline Dimension

The headline in the GmailAd teaser.

Marketing Image Headline Dimension

The headline of the marketing image in the GmailAd.

App Ad Headlines 1 Text Dimension

The text of Headline 1 for a universal app ad.

App Ad Headlines 2 Text Dimension

The text of Headline 2 for a universal app ad.

App Ad Headlines 3 Text Dimension

The text of Headline 3 for a universal app ad.

App Engagement Ad Headlines 1 Text Dimension

The text of Headline 1 for an app engagement ad.

App Engagement Ad Headlines 2 Text Dimension

The text of Headline 2 for an app engagement ad.

App Engagement Ad Headlines 3 Text Dimension

The text of Headline 3 for an app engagement ad.

Long Headline Dimension The long format of the headline in a responsive display ad.
Short Headline Dimension

The short format of the headline in a responsive display ad.

Responsive Display Ad Headline 1 Text Dimension

The text of Headline 1 for a responsive display ad.

Responsive Display Ad Headline 2 Text Dimension

The text of Headline 2 for a responsive display ad.

Responsive Display Ad Headline 3 Text Dimension

The text of Headline 3 for a responsive display ad.

Responsive Search Ad Headline 1 Text Dimension

The text of Headline 1 for a responsive search ad.

Responsive Search Ad Headline 2 Text Dimension

The text of Headline 2 for a responsive search ad.

Responsive Search Ad Headline 3 Text Dimension

The text of Headline 3 for a responsive search ad.

Local Ad Headlines 1 Text Dimension

The text of Headline 1 for a local ad.

Local Ad Headlines 2 Text Dimension

The text of Headline 2 for a local ad.

Local Ad Headlines 3 Text Dimension

The text of Headline 3 for a local ad.

Smart Campaign Ad Headlines 1 Text Dimension

The text of Headline 1 for a smart campaign ad.

Smart Campaign Ad Headlines 2 Text Dimension

The text of Headline 2 for a smart campaign ad.

Smart Campaign Ad Headlines 3 Text Dimension

The text of Headline 3 for a smart campaign ad.

Video Responsive Ad Headlines 1 Text Dimension

The text of Headline 1 for a video responsive ad.

Video Responsive Ad Long Headlines 1 Text Dimension

The text of Long Headline 1 for a video responsive ad.

Video Ad Discovery Headline Dimension

The text of the Headline for a video discovery ad.

Video Ad Out Stream Headline Dimension

The text of the Headline for an out stream video ad.

Call Ad Headline 1 Dimension

The text of Headline 1 for a call ad.

Call Ad Headline 2 Dimension

The text of Headline 2 for a call ad.

Shopping Comparison Listing Ad Headline Dimension

The text of the Headline for a shopping comparison listing ad.

Conversion Type Name Dimension

The name of the conversion type. Prevents zero-conversion rows from being returned.

Conversion Category Name Dimension

A category that describes the action the user will take to complete a conversion.

External Conversion Source Dimension

The source of conversion such as website, import from calls.

All Conversions Float Best estimate of the total number of conversions that Google Ads drives
All Conversion Value Float The total value of all of your conversions, including those that are estimated
Conversions Float The number of conversions for all conversion actions that you have opted into optimization.
Conversion Value Float The sum of conversions values for all conversions.
View Through Conversions Float 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.
Cross Device Conversions Float

Conversions from when a customer clicks on an ad on one device, then converts on a different device or browser.

Insert Date Timestamp Internal use: when the row was inserted in the table
ChannelMix Profile Dimension When needed, distinguishes between Google Ads accounts – Contents defined by Alight.
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