Connect Google Ads to Snowflake with Windsor.ai

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Stream all your marketing data from Google Ads to Snowflake

About Google Ads

Google Ads (formerly known as Google Adwords) is a pay per click advertising platform. It’s customers can buy keyword ads on the Google Search engine or use other Google Ads services like the Google Display Network or Google Shopping.

About Snowflake

Snowflake is a cloud data warehouse. Contrary to on premise data bases it eliminates the need to maintain hardware infrastructure. I’s architecture allow it to scale dynamically depending on the resource consumption needed by the users. The outcome of working with a cloud data warehouse like Snowflake is a greatly increased productivity of end users working with Snowflake data.

Google Ads metrics and dimensions available for streaming into Snowflake

NameTypeDescription
Impr. (Abs. Top) %NUMERICThe percent of your ad impressions that are shown as the very first ad above the organic search results. See this Help Center article for details. A percentage can be returned as a real number ranging from 0.0 to 1.0.
CurrencyTEXTThe currency of the Customer account.
AccountTEXTThe descriptive name of the Customer account.
Time zoneTEXTName of the timezone selected for the Customer account. For example: "(GMT-05:00) Eastern Time". This field does not reflect the current state of daylight saving time for the timezone.
Active View avg. CPMNUMERICAverage cost of viewable impressions (ActiveViewImpressions).
Active View viewable CTRNUMERICHow often people clicked your ad after it became viewable.
Active View viewable impressionsNUMERICHow often your ad has become viewable on a Display Network site.
Active View measurable impr. / impr.NUMERICThe ratio of impressions that could be measured by Active View over the number of served impressions.
Active View measurable costNUMERICThe cost of the impressions you received that were measurable by Active View.
Active View measurable impr.NUMERICThe number of times your ads are appearing on placements in positions where they can be seen.
Active View viewable impr. / measurable impr.NUMERICThe percentage of time when your ad appeared on an Active View enabled site (measurable impressions) and was viewable (viewable impressions).
Desktop bid adj.NUMERICDesktop bid modifier override at the ad group level.
Ad group IDNUMERICThe ID of the AdGroup.
Mobile bid adj.NUMERICMobile bid modifier override at ad group level.
Ad groupTEXTThe name of the AdGroup.
Ad group stateTEXTStatus of the ad group.
Tablet bid adj.NUMERICTablet bid modifier override at the ad group level.
Ad group typeTEXTThe type of ad group.
NetworkTEXTFirst level network type.
Network (with search partners)TEXTSecond level network type (includes search partners).
Ad rotation modeTEXTHow often the ads in the ad group will be served relative to one another.
All conv.NUMERICBest estimate of the total number of conversions that Google Ads drives. Includes website, cross-device, and phone call conversions. This field is formatted with dot (".") for decimal separator, precision of two decimal positions and no thousands separator (e.g. 1000000.00).
All conv. valueNUMERICThe total value of all of your conversions, including those that are estimated. This field is formatted with dot (".") for decimal separator, precision of two decimal positions and no thousands separator (e.g. 1000000.00).
Advertising Sub ChannelTEXTOptional refinement of the campaign's AdvertisingChannelType.
Advertising ChannelTEXTPrimary serving target for ads in the campaign.
MCA IdNUMERICThe multi-client account ID from Merchant Center.
All conv. rateNUMERICAllConversions divided by total clicks that can be conversion-tracked. This is how often a click on your ad resulted in a conversion. Percentage returned as "x.xx%".
BudgetNUMERICThe daily budget. On the Campaign Performance Report this column reflects the entire shared budget if the campaign draws from a shared budget.
Avg. CostNUMERICThe average amount you pay per interaction. This amount is the total cost of your ads divided by the total number of interactions.
Avg. CPCNUMERICThe total cost of all clicks divided by the total number of clicks received.
Avg. CPENUMERICThe average amount that you've been charged for an ad engagement. This amount is the total cost of all ad engagements divided by the total number of ad engagements.
Avg. CPMNUMERICAverage Cost-per-thousand impressions (CPM).
Avg. CPVNUMERICThe average amount you pay each time someone views your ad. The average CPV is defined by the total cost of all ad views divided by the number of views.
Avg. impr. freq. per cookieNUMERICAverage number of times a unique cookie was exposed to your ad over a given time period. Imported from Google Analytics. Deprecated. This field is only populated for dates prior to 2019-08-01.
Pages / sessionNUMERICAverage number of pages viewed per session. Imported from Google Analytics.
Avg. positionNUMERICYour ad's position relative to those of other advertisers.
Avg. session duration (seconds)NUMERICTotal duration of all sessions (in seconds) / number of sessions. Imported from Google Analytics.
Base Ad group IDNUMERICThe ID of base ad group of trial ad groups. For regular ad groups, this is equal to AdGroupId. For campaign-level user lists, this will always be 0.
Base Campaign IDNUMERICThe ID of base campaign of trial campaigns. For regular campaigns, this is equal to CampaignId.
Bid Strategy IDNUMERICThe ID of the BiddingStrategyConfiguration.
Bid Strategy NameTEXTThe name of the BiddingStrategyConfiguration.
Bidding Strategy SourceTEXTIndicates where the bidding strategy is associated i.e. campaign, ad group or ad group criterion.
Bid Strategy TypeTEXTThe type of the BiddingStrategyConfiguration.
Bounce rateNUMERICPercentage of clicks where the user only visited a single page on your site, formatted as "x.xx%". Imported from Google Analytics.
BrandTEXTThe ProductBrand value of the product.
Budget IDNUMERICThe ID of the Budget.
CampaignTEXTThe name of the Campaign.
Desktop bid adj.NUMERICDesktop bid modifier override at the campaign level.
Campaign Group IDNUMERICThe ID of campaign group.
Campaign IDTEXTThe ID of the Campaign.
Mobile bid adj.NUMERICMobile bid modifier of the campaign. To filter by this field, use values greater than 0 and less than or equal to 1. Percentage returned as "x.xx%".
Campaign stateTEXTThe status of the Campaign.
Tablet bid adj.NUMERICTablet bid modifier override at the campaign level.
Campaign Trial TypeTEXTThe type of campaign. This shows if the campaign is a trial campaign or not.
Category (1st level)TEXTThe ProductBiddingCategory level 1 value of the product.
Category (2nd level)TEXTThe ProductBiddingCategory level 2 value of the product.
Category (3rd level)TEXTThe ProductBiddingCategory level 3 value of the product.
Category (4th level)TEXTThe ProductBiddingCategory level 4 value of the product.
Category (5th level)TEXTThe ProductBiddingCategory level 5 value of the product.
ChannelTEXTChannel of the product.
Channel ExclusivityTEXTChannel exclusivity of the product.
Click Assisted Conv. ValueNUMERICThe total value of all conversions for which this keyword, ad, ad group, or campaign triggered assisted clicks.
Click Assisted Conv.NUMERICThe total number of conversions for which this keyword, ad, ad group, or campaign contributed to one or more assisted clicks. This field is formatted using US locale, i.e., using comma "," for thousands and dot "." for decimals.
Click Assisted Conv. / Last Click Conv.NUMERICThe total number of conversions for which this keyword, ad, ad group, or campaign received in assisted clicks divided by the total number of conversions for which it triggered the last click.
Click typeTEXTIndicates the click type for metric fields such as Impressions. Since ads that serve can be attributed to multiple click types, metric fields may be double-counted and thus totals may not be accurate, especially for Display network campaigns.
ClicksNUMERICThe number of clicks.
Content Network Bid DimensionTEXTThe type of criteria the ad group uses for absolute bids on the Display Network.
Content Lost IS (budget)NUMERICThe estimated percent of times that your ad was eligible to show on the Display Network but didn't because your budget was too low. A percentage returned as "xx.xx%", or the special value "> 90%".
Content Impr. shareNUMERICThe impressions you've received on the Display Network divided by the estimated number of impressions you were eligible to receive. A percentage returned as "xx.xx%", or the special value "< 10%".
Content Lost IS (rank)NUMERICThe estimated percentage of impressions on the Display Network that your ads didn't receive due to poor Ad Rank. A percentage returned as "xx.xx%", or the special value "> 90%".
Conversion adjustmentBOOLEANWhether the conversion was adjusted or the conversion is original one.
Days to conversion or adjustmentTEXTThe number of days between the impression and the conversion or between the impression and adjustments to the conversion.
Ad event typeTEXTThe event type to which the conversion was attributed.
Conversion categoryTEXTA category that describes the action the user will take to complete a conversion. Prevents zero-conversion rows from being returned. Values: "Download", "Lead", "Purchase/Sale", "Signup", "View of a key page", and "Other".
Days to conversionTEXTDays between click and conversion.
Conv. rateNUMERICThe number of conversions divided by total clicks that can be tracked to conversions. Percentage returned as "x.xx%".
Conversion Tracker IdNUMERICID of the conversion tracker.
Conversion nameTEXTThe name of the conversion type. Prevents zero-conversion rows from being returned.
Total conv. valueNUMERICThe sum of conversion values for all conversions. This field is formatted with dot (".") for decimal separator, precision of two decimal positions and no thousands separator (e.g. 1000000.00).
ConversionsNUMERICThe number of conversions for all conversion actions that you have opted into optimization. This field is formatted with dot (".") for decimal separator, precision of two decimal positions and no thousands separator (e.g. 1000000.00).
Cost / all conv.NUMERICTotal cost divided by all conversions.
Cost / conv.NUMERICThe Cost attributable to conversion-tracked clicks divided by the number of conversions.
Cost / conv. (current model)NUMERICShows how your historic CostPerConversion data would look under the attribution model you've currently selected. This field is formatted with dot (".") for decimal separator, precision of two decimal positions and no thousands separator (e.g. 1000000.00).
Country/TerritoryNUMERICID of the country Location associated with the impression. You can look up the corresponding name and other information using LocationCriterionService.
Default max. CPCNUMERICCost per click bid. Values can be one of: a) a money amount in micros, b) "auto: x" or "auto" if AdWords is automatically setting the bid via the chosen bidding strategy, or c) "--" if no CPC bid applies to the row.
Max. CPMNUMERICCPM (cost per thousand impressions) bid.
Max. CPVNUMERICCost per view bid.
Keyword / PlacementTEXTDescriptive string for the Criterion. For more information on the format of criteria types in reports, see the Criteria prefixes section of the reporting guide.
Match typeTEXTThe descriptive name of the CriteriaType.
Cross-device conv.NUMERICConversions from when a customer clicks on an ad on one device, then converts on a different device or browser. Cross-device conversions are already included in your AllConversions column. This field is formatted with dot (".") for decimal separator, precision of two decimal positions and no thousands separator (e.g. 1000000.00).
CTRNUMERICThe number of clicks your ad receives (Clicks) divided by the number of times your ad is shown (Impressions). Percentage returned as "x.xx%".
Conv. value (current model)NUMERICShows how your historic ConversionValue data would look under the attribution model you've currently selected. This field is formatted with dot (".") for decimal separator, precision of two decimal positions and no thousands separator (e.g. 1000000.00).
Conversions (current model)NUMERICShows how your historic Conversions data would look under the attribution model you've currently selected. This field is formatted with dot (".") for decimal separator, precision of two decimal positions and no thousands separator (e.g. 1000000.00).
Custom label 0TEXTThe ProductCustomAttribute level 0 value of the product.
Custom label 1TEXTThe ProductCustomAttribute level 1 value of the product.
Custom label 2TEXTThe ProductCustomAttribute level 2 value of the product.
Custom label 3TEXTThe ProductCustomAttribute level 3 value of the product.
Custom label 4TEXTThe ProductCustomAttribute level 4 value of the product.
Client nameTEXTThe descriptive name of the Customer.
DayDATEThe date formatted as yyyy-MM-dd.
Day of weekTEXTThe name of the day of the week, e.g., "Monday".
DeviceTEXTDevice type where the impression was shown.
Target ROASNUMERICThe effective target ROAS, taking overrides into account.
Target ROAS SourceTEXTThe source of the effective target ROAS, taking overrides into account.
Tracking templateTEXTEffective tracking URL of the impressions.
End dateDATEThe end date of the campaign, formatted as yyyy-MM-dd.
Engagement rateNUMERICHow often people engage with your ad after it's shown to them. This is the number of ad expansions divided by the number of times your ad is shown. Percentage returned as "x.xx%".
EngagementsNUMERICThe number of engagements. An engagement occurs when a viewer expands your Lightbox ad. Also, in the future, other ad types may support engagement metrics.
Enhanced CPC enabledBOOLEANIndicates if enhanced CPC is enabled on the bidding strategy.
Conversion sourceTEXTThe source of conversion such as website, import from calls.
Customer IDNUMERICThe Customer ID.
Final URLTEXTEffective final URL of the impressions.
Final URL suffixTEXTURL template for appending params to final URL.
Gmail forwardsNUMERICThe number of times your ad was forwarded to someone else as a message.
Gmail savesNUMERICThe number of times someone has saved your Gmail ad to their inbox as a message.
Gmail clicks to websiteNUMERICThe number of clicks to your landing page on the expanded state of Gmail ads.
Has recommended BudgetBOOLEANWhether there is a recommended budget for this object.
Hour of dayNUMERICThe hour of day as a number between 0 and 23, inclusive.
Impr. Assisted Conv. ValueNUMERICTotal value of all conversions for which this object triggered assist impressions.
Impr. Assisted Conv.NUMERICTotal number of conversions for which this object triggered assist impressions prior to the last click. This field is formatted using US locale, i.e., using comma "," for thousands and dot "." for decimals.
Impr. Assisted Conv. / Last Click Conv.NUMERICTotal number of conversions for which this object triggered assist impressions divided by the total number of conversions for which this object triggered the last click.
Unique cookiesNUMERICNumber of unique cookies that were exposed to your ad over a given time period, or the special value "< 100" if the number of cookies is less than 100. Deprecated. This field is only populated for dates prior to 2019-08-01.
ImpressionsNUMERICCount of how often your ad has appeared on a search results page or website on the Google Network.
Interaction RateNUMERICHow often people interact with your ad after it is shown to them. This is the number of interactions divided by the number of times your ad is shown. Percentage returned as "x.xx%".
Interaction TypesTEXTThe types of interactions that are reflected in the Interactions, InteractionRate, and AverageCost columns.
InteractionsNUMERICThe number of interactions. An interaction is the main user action associated with an ad format--clicks for text and shopping ads, views for video ads, and so on.
Invalid click rateNUMERICThe percentage ("x.xx%") of clicks filtered out of your total number of clicks (filtered + non-filtered clicks) during the reporting period.
Invalid clicksNUMERICNumber of clicks Google considers illegitimate and doesn't charge you for.
Budget explicitly sharedBOOLEANIndicates if the budget is a shared budget (true) or specific to the campaign (false).
Label IDsTEXTList of label IDs for the main object of this row.
LabelsTEXTList of label names for the main object of this row.
LanguageNUMERICLanguage of the product information.
Target ROAS (Maximize Conversion Value)NUMERICThe target ROAS that was set for maximizing revenue while averaging the target return on ad spend.
MC IdNUMERICID of the Google Merchant Center account associated with the products being advertised.
MonthTEXTThe first day of the month, formatted as yyyy-MM-dd.
Month of YearTEXTThe name of the month of the year, e.g., "December".
Phone impressionsNUMERICNumber of offline phone impressions.
Phone callsNUMERICNumber of offline phone calls.
Item IdTEXTOffer/item ID of the product.
PTRNUMERICNumber of phone calls received (NumOfflineInteractions) divided by the number of times your phone number is shown (NumOfflineImpressions).
% new sessionsNUMERICPercentage of first-time sessions (from people who had never visited your site before), formatted as "x.xx%". Imported from Google Analytics.
Budget periodTEXTPeriod over which to spend the budget.
ConditionTEXTThe ProductCanonicalCondition of the product.
Product TitleTEXTThe title of the product.
Product type (1st level)TEXTThe ProductType level 1 value of the product.
Product type (2nd level)TEXTThe ProductType level 2 value of the product.
Product type (3rd level)TEXTThe ProductType level 3 value of the product.
Product type (4th level)TEXTThe ProductType level 4 value of the product.
Product type (5th level)TEXTThe ProductType level 5 value of the product.
QuarterTEXTThe first day of the quarter, formatted as yyyy-MM-dd. Uses the calendar year for quarters, e.g., the second quarter of 2014 starts on 2014-04-01.
Recommended Budget amountNUMERICThe recommended budget amount.
Relative CTRNUMERICYour clickthrough rate (Ctr) divided by the average clickthrough rate of all advertisers on the websites that show your ads. Measures how your ads perform on Display Network sites compared to other ads on the same sites.
Search abs. top ISNUMERICThe impressions you've received in the absolute top location (the very first ad above the organic search results) divided by the estimated number of impressions you were eligible to receive in the top location. See this Help Center article for details. A percentage returned as "xx.xx%", or the special value "< 10%".
Search lost abs. top IS (budget)NUMERICThe number estimating how often your ad wasn't the very first ad above the organic search results due to a low budget. See this Help Center article for details. A percentage returned as "xx.xx%", or the special value "< 10%".
Search Lost IS (budget)NUMERICThe estimated percent of times that your ad was eligible to show on the Search Network but didn't because your budget was too low. A percentage returned as "xx.xx%", or the special value "> 90%".
Search lost top IS (budget)NUMERICThe number estimating how often your ad didn't show anywhere above the organic search results due to a low budget. See this Help Center article for details. A percentage returned as "xx.xx%", or the special value "< 10%".
Click shareNUMERICThe number of clicks you've received on the Search Network divided by the estimated number of clicks you were eligible to receive. A percentage returned as "xx.xx%", or the special value "< 10%".
Search Exact match ISNUMERICThe impressions you've received divided by the estimated number of impressions you were eligible to receive on the Search Network for search terms that matched your keywords exactly (or were close variants of your keyword), regardless of your keyword match types. A percentage returned as "xx.xx%", or the special value "< 10%".
Search Impr. shareNUMERICThe impressions you've received on the Search Network divided by the estimated number of impressions you were eligible to receive. A percentage returned as "xx.xx%", or the special value "< 10%".
Search lost abs. top IS (rank)NUMERICThe number estimating how often your ad wasn't the very first ad above the organic search results due to poor Ad Rank. See this Help Center article for details. A percentage can be returned as a real number ranging from 0.0 to 1.0.
Search Lost IS (rank)NUMERICThe estimated percentage of impressions on the Search Network that your ads didn't receive due to poor Ad Rank. A percentage returned as "xx.xx%", or the special value "> 90%".
Search lost top IS (rank)NUMERICThe number estimating how often your ad didn't show anywhere above the organic search results due to poor Ad Rank. See this Help Center article for details. A percentage can be returned as a real number ranging from 0.0 to 1.0.
Search top ISNUMERICThe impressions you've received in the top location (anywhere above the organic search results) compared to the estimated number of impressions you were eligible to receive in the top location. See this Help Center article for details. A percentage can be returned as a real number ranging from 0.0 to 1.0.
Campaign serving statusTEXTIndicates if the Campaign is serving ads.
Top vs. OtherTEXTThe position of the Ad.
CostNUMERICThe sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period.
Start dateDATEThe start date of the campaign, formatted as yyyy-MM-dd.
Store IdTEXTStore ID of the product.
Target CPANUMERICThe current target CPA set on the Target CPA bidding strategy.
Target CPA sourceTEXTThe level at which the target CPA bid was set. This is applicable only at the ad group level.
Impr. (Top) %NUMERICThe percent of your ad impressions that are shown anywhere above the organic search results. See this Help Center article for details. A percentage can be returned as a real number ranging from 0.0 to 1.0.
Total Budget amountNUMERICThe total budget amount, if you set a campaign's total budget in the Google Ads UI. Currently, campaign total budgets are only available for video campaigns with a specific start and end date. See this Help Center article to learn more about this option.
CostNUMERICThe sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period.
Tracking templateTEXTTracking template of the main object of this row.
All conv. valueNUMERICThe total value of all of your conversions, including those that are estimated. This field is formatted with dot (".") for decimal separator, precision of two decimal positions and no thousands separator (e.g. 1000000.00).
All conv.NUMERICBest estimate of the total number of conversions that Google Ads drives. Includes website, cross-device, and phone call conversions. This field is formatted with dot (".") for decimal separator, precision of two decimal positions and no thousands separator (e.g. 1000000.00).
Custom parameterTEXTCustom URL parameters of the main object of this row.
Value / all conv.NUMERICThe value, on average, of all conversions. This field is formatted with dot (".") for decimal separator, precision of two decimal positions and no thousands separator (e.g. 1000000.00).
Value / conv.NUMERICThe total value of your conversions divided by the total number of conversions. This field is formatted with dot (".") for decimal separator, precision of two decimal positions and no thousands separator (e.g. 1000000.00).
Value / conv. (current model)NUMERICShows how your historic ValuePerConversion data would look under the attribution model you've currently selected. This field is formatted with dot (".") for decimal separator, precision of two decimal positions and no thousands separator (e.g. 1000000.00).
Video played to 100%NUMERICPercentage of impressions where the viewer watched all of your video. Percentage returned as "x.xx%".
Video played to 25%NUMERICPercentage of impressions where the viewer watched 25% of your video. Percentage returned as "x.xx%".
Video played to 50%NUMERICPercentage of impressions where the viewer watched 50% of your video. Percentage returned as "x.xx%".
Video played to 75%NUMERICPercentage of impressions where the viewer watched 75% of your video. Percentage returned as "x.xx%".
View rateNUMERICThe number of views your TrueView video ad receives divided by its number of impressions, including thumbnail impressions for TrueView in-display ads. Percentage returned as "x.xx%".
ViewsNUMERICThe number of times your video ads were viewed.
View-through conv.NUMERICThe total number of view-through conversions. These happen when a customer sees a Display network ad, then later completes a conversion on your site without interacting with (e.g. clicking on) another ad. This field is formatted using US locale, i.e., using comma "," for thousands and dot "." for decimals.
WeekTEXTThe date for the Monday of the week, formatted as yyyy-MM-dd.
YearTEXTThe year, formatted as yyyy.

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