Campaign Name: The name of the campaign as defined in Google.

Daily Budget: The average amount the campaign is allowed to spend per day.

Is Daily Budget Shared: Indicates whether the campaign is using a shared budget distributed across multiple campaigns.

Label Name: Labels applied to campaigns for grouping, filtering, or rule targeting.

Target ROAS: The desired Return on Ad Spend set for the campaign.

Target CPA: The desired average Cost Per Acquisition set for the campaign.

Google Recommended Target CPA: A Target CPA value suggested by Google Ads based on recent campaign performance and auction data. This recommendation is generated to help the campaign achieve more conversions at a similar or improved efficiency. It reflects what Google’s bidding system estimates as an optimal CPA for better results under current conditions.

Google Recommended Target ROAS: A Target ROAS value suggested by Google Ads based on historical performance and auction-time signals. This recommendation is designed to help maximize conversion value while maintaining efficient spend, based on what Google predicts is achievable for the campaign.

Google Recommended Type: Indicates the category of recommendation provided by Google (e.g., bidding, budget, keywords, or targeting). This helps identify what type of optimization opportunity the recommendation relates to.

Bid Strategy Type: The bidding strategy used (e.g., Manual CPC, Target CPA, Target ROAS, Maximize Conversions).

Account ID: The unique identifier of the account that the campaign belongs to.

Campaign ID: The unique identifier assigned to the campaign by Google Ads.

Advertising Channel: The primary channel of the campaign (e.g., Search, Display, Shopping, Video).

Advertising Sub Channel: A more specific classification within the main advertising channel (e.g., Search Partners, Display Network).

Desktop / Mobile / Tablet bid adj.: Percentage adjustments applied to bids for specific device types.

Campaign state: The current state of the campaign (e.g., enabled, paused, removed).

Campaign Trial Type: Indicates whether the campaign is part of an experiment (trial) or a standard campaign. This helps differentiate between test campaigns and regular campaigns.

Enhanced CPC enabled: Indicates whether Enhanced CPC (automated bid adjustments) is turned on.

Target ROAS (Maximize Conversion Value): The ROAS target used when the campaign is using a Maximize Conversion Value bidding strategy.

Recommended Budget amount: A budget suggestion provided by Google Ads, based on performance data and missed opportunities (such as lost impression share due to budget constraints). It helps identify where increasing the budget may improve results.

Campaign serving status: Indicates whether the campaign is actively serving ads or if delivery is limited due to constraints such as budget, bids, or policy issues. This differs from campaign state, as a campaign can be enabled but still not fully serving.

Total Budget amount: The total budget allocated to the campaign, used for platforms supporting lifetime budgets.

Network Type: The network where ads are eligible to appear (e.g., Google Search, Display Network).

Weather Condition: The categorized weather type (e.g., sunny, rainy, cloudy) for the campaign’s targeted location and selected time period. This allows you to trigger rules for specific weather scenarios.

Max. Temperature: The highest temperature for the campaign’s targeted location during the selected time period, based on weather data.

Min. Temperature: The lowest temperature for the campaign’s targeted location during the selected time period.

Probability Of Rain: The likelihood (percentage) of precipitation for the campaign’s targeted location during the selected time period.

Clicks / Impressions / Cost: Core metrics for engagement and spend.

CTR / Avg. CPC: Ratios for click-through rate and average cost per click.

Impr. (Top) % / Impr. (Abs. Top) %: Percentage of ads appearing in the top or very first positions.

Interactions / Interaction Rate: Total engagement actions and their frequency relative to impressions.

Gmail saves / forwards / clicks to website: Specific metrics for Gmail ad engagement.

Engagements / Engagement rate: Total engagement actions and their frequency.

Views / View rate / Avg. CPV: Metrics for video ad consumption and cost.

Avg. Cost / Avg. CPE / Avg. CPM: Average costs per interaction, engagement, or 1,000 impressions.

Video played to 25% / 50% / 75% / 100%: Progression metrics for video ad completion.

Phone Calls / Phone Impressions / Phone through rate: Metrics tracking phone-based ad interactions.

Average Target CPA / ROAS: The average targets set across the campaign duration.

Conversions: The number of primary conversions as defined in the ad platform (based on selected conversion actions).

All conv.: The total number of conversions, including both primary and additional (secondary) conversion actions.

All conv. value: The total value of all conversions, including both primary and secondary conversion actions.

All conv. Rate: The percentage of interactions that resulted in any conversion (including secondary conversions).

Conv. value: The total value generated from primary conversions.

View-through conv.: Conversions that occur after a user sees (but does not click) an ad and later converts.

Conv. rate: The percentage of interactions that resulted in a primary conversion.

Value / conv.: The average value per primary conversion.

Value / all conv.: The average value per conversion, including both primary and secondary conversions.

Cost / all conv.: The average cost per conversion, including all conversion types.

Cost / conv.: The average cost per primary conversion (CPA).

Cross-device conv.: Conversions that occur when a user interacts with an ad on one device and converts on another.

Conversions (by conv. time): The number of conversions reported based on the time the conversion occurred, rather than the time of the ad interaction.

Conv. value (by conv. time): The total value of conversions based on when the conversion happened.

Value / Conv. (by conv. time): The average value per conversion calculated using conversion-time reporting.

All conv. (by conv. time): Total conversions (including secondary) reported based on conversion time.

All conv. value (by conv. time): Total value of all conversions based on conversion time.

Value / all conv. (by conv. time): Average value per conversion (including all conversions) based on conversion time.

ROAS: Return on ad spend, calculated as conversion value divided by cost.

All conv. val/cost: Return on ad spend calculated using total conversion value (including all conversions).

All conv. val/click: The average conversion value generated per click, including all conversions.

Conv. val/cost: Return on ad spend calculated using primary conversion value only.

Search Exact match IS: Impression share for exact match keywords.

Search / Display Impr. share: Total percentage of eligible impressions received.

Search / Display Lost IS (rank/budget): Percentage of impressions lost due to low ad rank or insufficient budget.

Search top IS / Search abs. top IS: Share of impressions in the top or absolute top positions.

Click share: Percentage of total possible clicks received.

Search lost top/abs. top IS (rank/budget): Percentage of premium positions lost due to rank or budget.

Google Analytics Metrics

Pages / session: Average number of pages viewed per visit.

Avg. session duration: Average time spent on site in seconds.

Bounce rate: Percentage of single-page sessions.

% New sessions: Percentage of first-time visitors.

Active View avg. CPM: The average cost per 1,000 viewable impressions. Only impressions that are considered viewable are included in this metric.

Active View viewable CTR: The click-through rate calculated only from viewable impressions. This shows how often users clicked on ads they actually had the opportunity to see.

Active View viewable impressions: The number of impressions that were considered viewable (e.g., at least 50% of the ad was visible on screen for a minimum duration).

Active View measurable impr. / impr.: The percentage of total impressions that were measurable for viewability. Not all impressions can be measured due to technical limitations.

Active View measurable cost: The portion of spend attributed to impressions that were measurable for viewability.

Active View measurable impr.: The number of impressions that could be measured for viewability.

Active View viewable impr. / measurable impr.: The percentage of measurable impressions that were actually viewable. This is the core viewability rate.

Conversion by Category

Download: The number of conversions categorized as downloads (e.g., app downloads, file downloads).

Lead: The number of conversions categorized as leads (e.g., form submissions, inquiries).

Purchase/Sale: The number of conversions categorized as purchases or sales transactions.

Signup: The number of conversions categorized as sign-ups (e.g., account creation, newsletter subscriptions).

View of a key page: The number of conversions where users viewed an important page (e.g., product page, pricing page).

Other: The number of conversions that do not fall into the predefined categories.

Download Value: The total value generated from download-type conversions.

Lead Value: The total value generated from lead-type conversions.

Purchase/Sale Value: The total value generated from purchase or sale conversions.

Signup Value: The total value generated from signup conversions.

View of a key page Value: The total value generated from key page view conversions.

Other Value: The total value generated from conversions categorized as “Other.”