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

For the full list of metrics and dimensions per report type, see the Supported Metrics and Dimensions article in the Coupler.io Help Center.

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. 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.