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The actual queries users typed when your ad triggered — the gap between what you bid on (keywords) and what they searched (search terms).

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What this data model represents

Grain: one row per date × 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.
Dimensions, grouped by category — every way you can split, filter, or group those metrics. Expand below for examples in each.
Source: Google Ads API, daily refresh.
Primarily available for Search and Shopping campaigns. Limited in Performance Max; not available for Display, Video, or App campaigns. Very low-volume queries may roll up as (other).

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Slice by

Unique to this data model: Plus the standard campaign hierarchy, time, and account dimensions — documented once on the Google Ads Overview.

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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?
Statistical significance by click volume: under 10 = monitor only; 10–50 = consider as negative; 50–100 = sufficient to decide; 100+ = act with confidence.

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Available metrics

Everything you can compute on this data model. Need a metric not listed? See the Google Ads metric availability matrix.
ad_spend · conversion_value · conversions · clicks · impressions