The actual queries users typed when your ad triggered — the gap between what you bid on (keywords) and what they searched (search terms).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 × search_term.
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 |
|---|---|---|
search_term | String | The actual query typed by the user |
search_term_status | String | Added as keyword, None, Excluded, Negative |
match_type | String | Exact, Phrase, Broad |
Use it to answer
- Which terms burn budget with zero conversions — candidates for the negative-keyword list?
- Which terms convert well but aren’t yet exact-match keywords — promote them?
- Are broader match types pulling in irrelevant queries — tighten or loosen?
- Are competitor brand names appearing — conquest opportunity or wasted spend?
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 |
| ROAS | Conversion Value ÷ Ad Spend |
| Conversions | Sum of attributed conversion events |
| Clicks & impressions | |
| Clicks | Sum of clicks |
| Impressions | Sum of impressions |
| CTR | Clicks ÷ Impressions × 100 |
| Cost efficiency | |
| CPC | Ad Spend ÷ Clicks |
| CPM | Ad Spend ÷ Impressions × 1,000 |
| CPA | Ad Spend ÷ Conversions |
| RPC | Conversion Value ÷ Clicks |
| Conversion | |
| Conversion Rate | Conversions ÷ Clicks × 100 |
Raw fields (for custom calculations)
Raw fields (for custom calculations)
ad_spend · conversion_value · conversions · clicks · impressions