> ## 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.
# Google Ads data models overview
> Seven Google Ads data models in Ocular — common dimensions, a master metric availability matrix, and guidance on which breakdown to use when.
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
Inferred age range. Probabilistic — expect an `Unknown` bucket.
Inferred gender. Same shape as Age, fewer values.
Device & network. Richest metric set; one of two models with ad-level grain. Start here when unsure.
Geography. Granularity bounded by campaign targeting.
Where the ad appeared. For exclusion lists and managed placements.
What users actually typed. Search & Shopping only.
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.
| 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.