# Data Overview

Google Ads in Coupler.io gives you access to over 30 report types organized into several categories. Each report type is designed for a different use case — from high-level campaign performance to granular keyword-level or geographic breakdowns.

## Report types

Google Ads report types are grouped into the following categories.

### Frequently used reports

| Report type                 | What it contains                                                                 | When to use it                                                     |
| --------------------------- | -------------------------------------------------------------------------------- | ------------------------------------------------------------------ |
| **Campaign performance**    | Spend, clicks, impressions, conversions, and other metrics at the campaign level | Overall campaign analysis, budget tracking, performance dashboards |
| **Keywords performance**    | Keyword-level metrics for search campaigns                                       | Analyzing which keywords drive traffic and conversions             |
| **Ad group performance**    | Performance metrics at the ad group level                                        | Comparing ad groups within campaigns                               |
| **Ad performance**          | Individual ad creative performance                                               | Identifying top-performing ads and creative variations             |
| **Asset group performance** | Performance data for asset groups (Performance Max)                              | Evaluating Performance Max campaign components                     |
| **Custom GAQL**             | Any data available via Google Ads Query Language                                 | Advanced users who need custom report structures                   |

### Additional reports

| Report type                                            | What it contains                                                     |
| ------------------------------------------------------ | -------------------------------------------------------------------- |
| **Account performance**                                | Account-level aggregate metrics                                      |
| **Ad group audience performance**                      | Performance by audience segment at the ad group level                |
| **Age range performance**                              | Performance by age demographic                                       |
| **Gender performance**                                 | Performance by gender demographic                                    |
| **Geographic performance** (by country, state, region) | Performance by geographic location at the ad group or campaign level |
| **Campaign audience performance**                      | Performance by audience segment at the campaign level                |
| **Campaign performance by ad network type**            | Performance split by Search, Display, YouTube, etc.                  |
| **Campaign performance with conversion actions**       | Campaign data with named conversion actions                          |
| **Campaign performance with unique user stats**        | Campaign data including unique reach metrics                         |
| **Click performance**                                  | Individual click-level data                                          |
| **Display keyword performance**                        | Performance for Display network keywords                             |
| **Display topics performance**                         | Performance by topic targeting on the Display network                |
| **Landing page / Expanded landing page**               | Performance by destination URL                                       |
| **Search query performance**                           | Actual search terms that triggered your ads                          |
| **Shopping performance**                               | Product-level performance for Shopping campaigns                     |
| **Responsive search ad performance**                   | Performance of responsive search ad combinations                     |
| **Video campaign performance**                         | Performance for video (YouTube) campaigns with conversions           |
| **User location performance**                          | Performance by user's physical location                              |
| **Placement performance**                              | Performance by website placement on the Display network              |

### Structural data (Core Components)

| Report type   | What it contains                               | When to use it                               |
| ------------- | ---------------------------------------------- | -------------------------------------------- |
| **Accounts**  | Account details and settings                   | Auditing account configuration               |
| **Campaigns** | Campaign structure, status, type, and settings | Monitoring campaign setup and status changes |
| **Ad groups** | Ad group structure, status, and settings       | Reviewing ad group organization              |
| **Ads**       | Individual ad details and approval status      | Checking ad review status and configuration  |

### Campaign settings and other data

| Report type                   | What it contains                               |
| ----------------------------- | ---------------------------------------------- |
| **Campaign budgets**          | Budget allocation and spending limits          |
| **Campaign criterion**        | Targeting criteria applied to campaigns        |
| **Campaign labels**           | Labels assigned to campaigns for organization  |
| **Bidding strategies**        | Bidding strategy configuration and performance |
| **Labels**                    | All labels in the account                      |
| **User interest / User list** | Audience segments and remarketing lists        |

## Time period splits

For performance reports, you can split your data by time period:

* **Date** — One row per day (default)
* **Day of week** — Aggregated by day of the week
* **Week** — One row per week
* **Month** — One row per month
* **Quarter** — One row per quarter
* **Year** — One row per year

You can select multiple time period splits at once. Structural reports (Accounts, Campaigns, Ad groups, Ads) and Custom GAQL don't support time period splits.

## Common report combinations

Here are some useful report choices depending on what you're tracking:

* **Campaign ROI tracking** — Campaign performance report, split by Date, to track daily spend, conversions, and cost per conversion
* **Keyword optimization** — Keywords performance report to find high-cost, low-converting keywords to pause or adjust
* **Audience insights** — Age range + Gender performance reports to understand which demographics convert best
* **Geographic targeting** — Geographic performance by country or region to optimize location bid adjustments
* **Search term analysis** — Search query performance report to discover new keyword opportunities and negative keyword candidates
* **Shopping optimization** — Shopping performance report to track product-level ROAS and identify top sellers
* **Landing page analysis** — Landing page report to see which destination URLs drive the best conversion rates

## Use cases by role

* **PPC managers** — Track campaign and keyword performance daily, identify wasted spend, and optimize bids. Use search query reports to discover new keyword opportunities and add negative keywords.
* **Finance teams** — Monitor ad spend across accounts, reconcile advertising costs with budget allocations, and export data to spreadsheets for financial reporting.
* **E-commerce managers** — Analyze Shopping campaign performance at the product level, track ROAS, and correlate ad spend with revenue data from other sources.
* **Business owners** — Get high-level dashboards combining spend, clicks, and conversions across all campaigns without needing to navigate the Google Ads interface.
* **Agencies** — Pull data from multiple client accounts into a single destination for cross-account comparison and consolidated client reporting.

## Key metrics by category

The Campaign performance report (the most commonly used) organizes metrics into these groups:

| Category               | Example metrics                                                                                                                                          |
| ---------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------------- |
| **Budget**             | Content budget lost IS, Search budget lost absolute top IS, Search budget lost IS, Search budget lost top IS                                             |
| **Clicks**             | CTR, Active view CTR, Invalid click rate, Invalid clicks, Relative CTR                                                                                   |
| **Conversions**        | Conversions, All conversions, Conversions value, Cross device conversions, View through conversions, Cost per conversion, Conversions by conversion date |
| **Cost**               | Amount spend, CPC, CPM, CPV, CPE, Active view CPM, Cost per conversion                                                                                   |
| **Performance**        | Impressions, Clicks, Bounce rate, Search impression share, Content impression share, Absolute top impression %, Top impression %                         |
| **Cross sell / Sales** | Revenue, Cost of goods sold, Gross profit, Units sold, Orders, Average order value                                                                       |
| **Video**              | Video views, Video view rate, Plays at 25/50/75/100% rate                                                                                                |
| **Phone**              | Phone calls, Phone impressions, Phone through rate                                                                                                       |

{% hint style="info" %}
For the full list of metrics and dimensions per report type, see the [Supported Metrics and Dimensions](https://help.coupler.io/article/598-google-ads-supported-metrics-and-dimensions) article in the Coupler.io Help Center.
{% endhint %}

## Platform-specific notes

* **Data latency** — Google Ads data is typically available within a few hours. However, conversion data may take up to 24 hours to finalize due to attribution processing. For reliable reporting, use yesterday's date as your end date.
* **Conversion attribution** — Google Ads attributes conversions based on the ad interaction date, not the conversion date. This means conversions may appear on earlier dates as attribution completes. Numbers for recent dates may change over time.
* **Account-level access only** — You can only pull data from ad accounts your Google account has access to. Manager (MCC) account access does not automatically grant access to all sub-accounts.
* **Custom GAQL** — For advanced users, the Custom GAQL report type lets you write queries using [Google Ads Query Language](https://developers.google.com/google-ads/api/fields/v18/overview_query_builder). This gives you full flexibility to pull any combination of fields the Google Ads API supports.
* **Deprecated report types** — Placeholder and Placeholder feed item reports are deprecated as Google has replaced Feeds with Assets. These report types are still available but may be removed in a future update.
* **Custom columns not supported** — Custom columns created inside the Google Ads UI are not part of the Google Ads API. They cannot be retrieved in any report type. If you rely on custom columns, recreate the logic using Coupler.io formula columns or in your destination tool.
* **Weekly split = Monday–Sunday** — When you split data by Week, Google Ads always uses Monday as the week start, regardless of the date range you set. This is defined by the Google Ads API.
* **Aggregate vs. named conversions** — The Campaign performance report shows total conversions and conversion values across all conversion actions. To break down by individual conversion action (e.g., purchases, sign-ups, add-to-cart), use the **Campaign performance with conversion actions name** report type instead.
* **Impression Share metrics are not summable** — Search Impression Share, Search Lost IS (Rank), and Search Lost IS (Budget) are daily ratio metrics. Summing or averaging them across dates produces incorrect results. To get accurate aggregated values, calculate eligible impressions first: `Eligible impressions = impressions / search_impression_share`, then re-aggregate.
* **Performance Max campaigns** — PMax campaigns don't have traditional ads or ad groups — they use asset groups. Queries targeting ad-group or ad-level data won't return PMax results. Use the **Asset group performance** or **Campaign performance** report instead.
* **Cost in micros (Custom GAQL)** — When pulling cost data via Custom GAQL, the API returns `cost_micros`. Divide by 1,000,000 to get the actual currency value.