Google Ads | Keyword Search Term Standard Dataset

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.

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