Google Ads performance is exposed as seven data models, each slicing the same underlying ad data by a different dimension. Pick the one that matches the question you’re asking.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.
Pick a data model
Age
Inferred age range. Probabilistic — expect an
Unknown bucket.Gender
Inferred gender. Same shape as Age, fewer values.
Device
Device & network. Richest metric set; one of two models with ad-level grain. Start here when unsure.
Geo
Geography. Granularity bounded by campaign targeting.
Placement
Where the ad appeared. For exclusion lists and managed placements.
Search Term
What users actually typed. Search & Shopping only.
Conversion Action
Full funnel. The only model with View Page → Conversion stages.
Common dimensions
Every Google Ads data model exposes the same campaign hierarchy, time, account, and creative dimensions.- Campaign hierarchy
- Account & brand
- Creative & platform
- Time
| Dimension | Description |
|---|---|
campaign_id / campaign_name | Campaign |
campaign_status | Active / Paused / Removed |
campaign_type | Type of campaign (Search, Display, Shopping, Video, Performance Max, App) |
campaign_start_date / campaign_end_date | Campaign lifecycle dates |
adset_id / adset_name | Ad set (ad group) |
adset_status | Active / Paused / Removed |
adset_type | Ad-set type classification |
Metric availability matrix
Use this to find which data model exposes the metric you need.✓ means the metric is available; — means it isn’t.
| Metric | Age | Gender | Device | Geo | Placement | Search Term | Conv. Action |
|---|---|---|---|---|---|---|---|
| Spend & revenue | |||||||
| Ad Spend | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ |
| Conversion Value | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ |
| ROAS | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | — |
| Conversions | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ |
| AOV | ✓ | ✓ | ✓ | ✓ | ✓ | — | ✓ |
| Clicks & impressions | |||||||
| Clicks | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | — |
| Impressions | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | — |
| CTR | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | — |
| Cost efficiency | |||||||
| CPC | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | — |
| CPM | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | — |
| CPA | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | — |
| RPC | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | — |
| Engagement | |||||||
| Engagements | ✓ | ✓ | ✓ | — | ✓ | — | — |
| Interactions | ✓ | ✓ | ✓ | — | ✓ | — | — |
| CPE | ✓ | ✓ | ✓ | — | ✓ | — | — |
| CPI | ✓ | ✓ | ✓ | — | ✓ | — | — |
| Conversion | |||||||
| Conversion Rate | ✓ | ✓ | ✓ | — | ✓ | ✓ | — |
| View Through Conversions | ✓ | ✓ | ✓ | ✓ | ✓ | — | — |
| Cross Device Conversions | ✓ | ✓ | ✓ | — | — | — | — |
| Cross Device Conversion Value | — | — | ✓ | — | — | — | — |
| Video | |||||||
| Video Views | ✓ | ✓ | ✓ | ✓ | ✓ | — | — |
| Video 25% Watched | ✓ | ✓ | ✓ | — | — | — | — |
| Video 50% Watched | ✓ | ✓ | ✓ | — | — | — | — |
| Video 75% Watched | ✓ | ✓ | ✓ | — | — | — | — |
| Video 100% Watched | ✓ | ✓ | ✓ | — | — | — | — |
| Funnel stages | |||||||
| View Page | — | — | — | — | — | — | ✓ |
| View Item | — | — | — | — | — | — | ✓ |
| Add to Cart | — | — | — | — | — | — | ✓ |
| Begin Checkout | — | — | — | — | — | — | ✓ |
| Add Payment Info | — | — | — | — | — | — | ✓ |
| Funnel rates | |||||||
| View-to-Interest Rate | — | — | — | — | — | — | ✓ |
| Interest-to-Consideration Rate | — | — | — | — | — | — | ✓ |
| Cart-to-Checkout Rate | — | — | — | — | — | — | ✓ |
| Checkout-to-Payment Rate | — | — | — | — | — | — | ✓ |
| Payment-to-Purchase Rate | — | — | — | — | — | — | ✓ |
| Overall Funnel Efficiency | — | — | — | — | — | — | ✓ |
General notes
- Status values — Campaign, ad-set, and ad statuses indicate whether the entity is currently
Active,Paused, orRemoved. - Zero-division handling — All calculated metrics return
0when the denominator is0, so dividing by no clicks or no conversions never errors out. - Privacy — All breakdowns aggregate data. Individual user-level information is never exposed. Reporting complies with GDPR and CCPA.