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.Documentation Index
Fetch the complete documentation index at: https://docs.ocular.dev/llms.txt
Use this file to discover all available pages before exploring further.
What this data model represents
Grain: one row perdate × ad_account × campaign × adset × ad.
Metrics, grouped by category — every number you can compute on this data model. Expand below for examples in each.
Show sample metrics in each category
Show sample metrics in each category
Show sample dimensions in each category
Show sample dimensions in each category
Slice by
Unique to this data model:| Dimension | Type | Values |
|---|---|---|
ad_id / ad_name / ad_status | String | Individual ad identity |
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.| Metric | Formula |
|---|---|
| Spend & revenue | |
| Ad Spend | Sum of daily spend |
| Conversion Value | Sum of reported revenue |
| Conversions | Sum of attributed conversion events |
| AOV | Conversion Value ÷ Conversions |
| Funnel stages | |
| View Page | Sum of page-view actions attributed to ads |
| View Item | Sum of product-view actions attributed to ads |
| Add to Cart | Sum of add-to-cart actions attributed to ads |
| Begin Checkout | Sum of checkout-initiation actions attributed to ads |
| Add Payment Info | Sum of payment-info actions attributed to ads |
| Funnel rates | |
| View-to-Interest Rate | View Item ÷ View Page × 100 |
| Interest-to-Consideration Rate | Add to Cart ÷ View Item × 100 |
| Cart-to-Checkout Rate | Begin Checkout ÷ Add to Cart × 100 |
| Checkout-to-Payment Rate | Add Payment Info ÷ Begin Checkout × 100 |
| Payment-to-Purchase Rate | Conversions ÷ Add Payment Info × 100 |
| Overall Funnel Efficiency | Conversions ÷ View Page × 100 |
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.
Raw fields (for custom calculations)
Raw fields (for custom calculations)
ad_spend · conversion_value · conversions · view_page · view_item · add_to_cart · begin_checkout · add_payment_info