Google Ads data models overview

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.

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

Dimension	Description
`brand`	Brand identifier
`ads_channel` / `ads_channel_type`	Advertising channel and classification
`ad_account_id`	Unique identifier for the Google Ads account
`account_currency`	Currency for the ad account
`account_timezone`	Timezone for the ad account
`store_name`	Store or location name

Dimension	Description
`ad_platform`	Platform where the ad is served
`ad_image_url`	URL of the ad creative image
`final_url`	Landing page URL
`youtube_video_title`	Title of the YouTube video ad
`video_url`	URL of the video content

Dimension	Description
`date`	Primary time dimension (daily)
`day_name`	Day of week
`week_start_date`	Week label
`week_year`	Week + year identifier
`month_name` / `month_year`	Month / month + year
`quarter_year`	Quarter + year
`type_of_day`	Weekday / Weekend

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, or Removed.
Zero-division handling — All calculated metrics return 0 when the denominator is 0, 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.

​Pick a data model

Age