Skip to main content
The full attribution funnel — from page view through purchase — at ad-level granularity. The only place to ask where in the funnel users are dropping off.

​
What this data model represents

Grain: one row per date × ad_account × campaign × adset × ad. Metrics, grouped by category — every number you can compute on this data model. Expand below for examples in each.
Dimensions, grouped by category — every way you can split, filter, or group those metrics. Expand below for examples in each.
Source: Google Ads API, daily refresh. Requires Google Ads conversion tracking tags, GA4 integration, or third-party tracking.
This is the only Google Ads data model that exposes funnel-stage actions (View Page, View Item, Add to Cart, Begin Checkout, Add Payment Info) and the per-stage drop-off rates between them. It’s also one of two models with ad-level granularity (the other is Device).

​
Slice by

Unique to this data model: Plus the standard campaign hierarchy, time, and account dimensions — documented once on the Google Ads Overview.

​
Use it to answer

  • Where in the funnel are users dropping off — page → item, cart → checkout, or checkout → payment?
  • Which ads excel at top-of-funnel awareness vs. bottom-of-funnel conversion?
  • How big is the cart-abandonment gap (Begin Checkout vs. Add to Cart)?
  • Which ad creative attracts the highest-AOV customers?

​
Available metrics

Everything you can compute on this data model. Need a metric not listed? See the Google Ads metric availability matrix.
Statistical significance by funnel stage: upper funnel (View Page, View Item) needs 100+ actions, mid funnel (Add to Cart, Begin Checkout) 50+, lower funnel (Add Payment Info) 25+, and Conversions 10+. Default click-through attribution is 30 days; view-through is 1 day for display campaigns.
ad_spend · conversion_value · conversions · view_page · view_item · add_to_cart · begin_checkout · add_payment_info