Reporting columns
Reporting columns display performance metrics and campaign settings in reporting tables. Learn more about analyzing performance data in Search Ads 360.
Engine metrics columns
Search Ads 360 and Floodlight columns
Names and attributes columns
- Automated rule columns
- Account column
- Account engine ID
- Account time zone column
- Action column
- Ad engine ID
- Ad group column
- Ad group engine ID
- Ad group labels column
- Ad group type column
- Ad name column
- Ad template text column
- Ad templates column
- Ad type column
- Advertiser column
- Agency column
- All labels column
- Authorization status column
- Authorization status updated column
- Auto generated column
- Auto-applied ad suggestion column
- Available products count column
- Broad bid column
- Broad max CPC column
- Campaign column
- Campaign engine ID
- Campaign labels column
- Campaign type column
- Clickserver URL column
- Content bid column
- Content max CPC column
- Conversion goal name column
- Creation time column
- Daily budget column
- Destination URL column
- Disapproved products count column
- Effective landing page column
- Effective mobile bid adjustment % column
- Effective tablet bid adjustment % column
- Engine column
- Engine ID
- Engine status column
- Exact bid column
- Exact max CPC column
- Full ID column
- ID column
- Invalid clicks
- Inventory ad template column
- Inventory ad template destination URL column
- Keyword column
- Keyword engine ID
- Keyword near match column
- Keyword override column
- Labels column
- Landing page column
- Match type column
- Matching products column
- Max CPC column
- Max CPM column
- Mobile app ID column
- Mobile app store column
- Mobile bid adjustment % column
- Mobile destination URL column
- Mobile pref column
- Monthly budget column
- Param 1 column
- Param 2 column
- Param 3 column
- Phrase bid column
- Phrase max CPC column
- Product group column
- Rule type column
- Search max CPC column
- Status column
- Tablet bid adjustment % column
- URL template column
Inventory management columns
- Age group column
- Brand column (inventory item)
- Category column (inventory item)
- Color column
- Condition column
- Customer ID column
- Customer name column
- Description column (inventory item)
- Feed last update time column
- Gender column
- Google Ads grouping column
- GTIN column
- Inventory management enabled column
- Inventory template
- Item title column
- Material column
- MPN column
- Pattern column
- Product ID column (inventory item)
- Product type column
- Size column
Google Ads audience demographics columns
Google Ads bid strategy columns
Google Ads conversion columns
- AW all conv column
- AW all conv rate column
- AW all conv value / clicks column
- AW all conv value / cost column
- AW all conv value column
- AW conv rate column
- AW conversions column
- AW cost / all conv column
- AW cost / conv column
- AW cross-device conv column
- AW total conv value column
- AW value / all conv column
- AW value / conv column
- AW view-through conv column
Google Ads extensions columns
- Call extensions and call-only ads reporting columns
- Callout extensions reporting columns
- Location extensions reporting columns
- Sitelink extensions reporting columns
- AW conv value with ext showing column
- AW conv with ext showing (1-per-click) column
- AW conv with ext showing (many-per-click) column
- Bid adjustment % column (location targets)
- Clicks with extension showing column
- Cost with extension showing column
Google Ads dynamic search ads reporting columns
Google Analytics metrics columns
- GA avg session duration column
- GA avg time on page column
- GA bounce rate column
- GA bounces column
- GA ecommerce conversion rate column
- GA goal completions column
- GA goal conversion rate column
- GA goal value column
- GA new sessions % column
- GA new sessions column
- GA pages / session column
- GA pageviews column
- GA quantity column
- GA revenue column
- GA sessions column
- GA transactions column
Microsoft Advertising sitelinks reporting columns
Landing page test columns
- Actions/visit % change column
- Actions/visit column
- Control actions column
- Control actions/visit column
- Control GA ecommerce conversion rate column
- Control GA goal completions column
- Control GA goal conversion rate column
- Control GA goal value column
- Control GA goal value/visit column
- Control GA revenue column
- Control GA revenue/visit column
- Control GA transations column
- Control GA visits column
- Control revenue column
- Control revenue/visit column
- Control trans column
- Control trans/visit column
- Control visits column
- Device target column
- End date column (landing page test)
- GA bounces column
- GA ecommerce conversion rate % change column
- GA goal value/visit column
- GA revenue/visit % change column
- GA revenue/visit column
- In landing page test column
- Is control column
- Is result column (landing page test)
- Landing page column (landing page test)
- Landing page test name column
- Landing page URL column (landing page test)
- Percent column (landing page test)
- Revenue/visit % change column
- Revenue/visit column
- Start date column (landing page test)
- State column (landing page test)
- Total visits column (landing page test)
- Trans/visit % change column
- Trans/visit column
- Visits column
Budget management and budget bid strategy columns
Budget pacing columns
Cross-channel remarketing columns
Yahoo! Gemini columns
- Ad HQ image URL column
- Ad sponsored by column
- Desktop bid adjustment % column
- Mobile bid adjustment % column
- Tablet bid adjustment % column
- Effective desktop bid adjustment % column
- Effective mobile bid adjustment % column
- Effective tablet bid adjustment % column
- Campaign objective column
- Lifetime budget column
- Native max CPC column
- Param 1 column
- Param 2 column
- Param 3 column
Targeting columns
Purchase detail columns
- Average unit price column
- Cross-sell average unit price column
- Cross-sell cost of goods sold column
- Cross-sell gross profit from units sold column
- Cross-sell gross profit margin column
- Cross-sell revenue from units sold column
- Cross-sell units sold column
- Gross profit from units sold column
- Gross profit margin column
- Lead average unit price column
- Lead cost of goods sold column
- Lead gross profit from units sold column
- Lead gross profit margin column
- Lead revenue from units sold column
- Lead units sold column
- Net profit from units sold column
- Net profit margin column
- Revenue from units sold column
- Units sold column
Change history columns
Search terms columns
Paid and organic columns
- Match type column (paid and organic report)
- Organic avg pos column (paid and organic report)
- Organic clicks column (paid and organic report)
- Organic CTR column (paid and organic report)
- Organic queries column (paid and organic report)
- Paid & organic clicks column (paid and organic report)
- Paid & organic CTR column (paid and organic report)
- Paid & organic queries column (paid and organic report)
- Paid avg CPC column (paid and organic report)
- Paid avg position column (paid and organic report)
- Paid clicks column (paid and organic report)
- Paid CTR column (paid and organic report)
- Paid impr column (paid and organic report)
- Result type column (paid and organic report)
- Search query column (paid and organic queries report)
Baidu reporting columns
Bid strategy columns
- Bid strategy click-date aligned metrics
- Events columns
- % at max bid column
- % at min bid column
- % cost err at max bid column
- % cost err at min bid column
- % pos err at max bid column
- % pos err at min bid column
- Ad group target CPA column
- Ad group target ROAS column
- Bid strategy % of optimal cost column
- Bid strategy column
- Bid strategy conversion rate
- Bid strategy conversions column
- Bid strategy health column
- Bid strategy health status column
- Bid strategy max bid column
- Bid strategy min bid column
- Bid strategy revenue column
- Bid strategy status column
- Bid types column
- CPA target column
- Current keywords column
- Current product groups column
- Current product targets column
- Diff from target pos column
- Effective recommended mobile bid adjustment % column
- ERS target column
- Goal column
- High position (kw) column
- Low position (kw) column
- Max bid column
- Max CPA column
- Max ERS column
- Min bid column
- Monthly spend target column
- Optimal cost column
- Position constraint (kw) column
- Primary constraint column
- Recommended desktop bid adjustment % column
- Recommended mobile bid adjustment % column
- Recommended tablet bid adjustment % column
- ROAS target column
- Target bid column
- Target column
Facebook engagement metrics
- Cost per estimated ad recall lift
- Cost per link click
- Cost per new messaging conversations
- Cost per page like
- Cost per post comment
- Cost per post engagement
- Cost per post reaction
- Cost per ten second video view
- Cost per three second video view
- Cost per unique link click
- Estimated ad recall lift
- New messaging conversations
- Page likes
- Post comments
- Post engagement
- Post reactions
- Social clicks
- Ten second video views
- Three second video views
- Unique link clicks