Google Ads | Keyword Search Term Standard Dataset
Brendon Reimer
Below are the fields Alight Analytics considers standard for Google Ads Keyword Search Term dataset. There is a one day lag on Google Ads and data is pulled for the previous 31 days.
The search terms report provides insight into the searches that trigger your ads and how those searches are performing. This report also helps you discover new ideas for creative and landing page content to align with what your customers are looking for.
See the Data Explained: Google Ads "Keywords" vs. "Search Terms" article in our Help Center for more information on the difference between a "keyword" and a "search term".
This dataset can be automatically activated without a ticket through Dataset Activation.
|
Field Name |
Type |
Description |
|
Report Date |
Date |
The date the activity occurred. |
|
Customer Descriptive Name |
Dimension |
The descriptive name of the Customer account. |
|
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. |
|
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 ID |
Dimension |
The Ad ID. |
|
Ad Status |
Dimension |
Status of the ad. |
|
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 |
|
Keyword |
Dimension |
A word or set of words that Google Ads advertisers can add to a given ad group so that your ads are targeting the right audience. |
|
Keyword Match Type |
Dimension |
The match type for the Keyword. |
|
Search Term |
Dimension |
A word or set of words that a person enters when searching on Google or one of Google's Search Network sites. |
|
Search Term Status |
Dimension |
Indicates whether the search term is currently one of your targeted or excluded keywords. |
|
Search Term Match Type |
Dimension |
The match type for the search term. |
|
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 |
Float |
The sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period. |
|
Conversions |
Float |
The number of conversions for all conversion actions that you have opted into optimization. |
|
Conversion Value |
Float |
The sum of conversion values for all conversions. |
|
All Conversions |
Float |
The total number of conversions. This includes all conversions regardless of the value of include_in_conversions_metric. |
|
All Conversions Value |
Float |
The value of 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. |
|
Absolute Top Impression Percentage |
Float |
Percentage of ad impressions shown as the first ad above the organic search results. |
|
Top Impression Percentage |
Float |
Percentage of ad impressions shown anywhere above the organic search results. |
|
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. |