Google Ads: Metrics

Last updated: 2026-11-13

This reference covers the 124 metrics available for Google Ads in Master Metrics. Use it to understand which data you can pull and how each field is named. Available in: Dashboards · Reports · AI assistant · MCP

Metrics

Metrics are the numeric values you can measure and aggregate from your Google Ads data.

Performance


Ctr	Field name: `metrics.ctr` Type: metric MCP: Available
Clicks	Field name: `metrics.clicks` Type: metric MCP: Available
Orders	Field name: `metrics.orders` Type: metric MCP: Available
Units Sold	Field name: `metrics.units_sold` Type: metric MCP: Available
Average Cpc	Field name: `metrics.average_cpc` Type: metric MCP: Available
Average Cpe	Field name: `metrics.average_cpe` Type: metric MCP: Available
Average Cpm	Field name: `metrics.average_cpm` Type: metric MCP: Available
Bounce Rate	Field name: `metrics.bounce_rate` Type: metric MCP: Available
Cost Micros	Field name: `metrics.cost_micros` Type: metric MCP: Available
Engagements	Field name: `metrics.engagements` Type: metric MCP: Available
Gmail Saves	Field name: `metrics.gmail_saves` Type: metric MCP: Available
Impressions	Field name: `metrics.impressions` Type: metric MCP: Available
Phone Calls	Field name: `metrics.phone_calls` Type: metric MCP: Available
Average Cost	Field name: `metrics.average_cost` Type: metric MCP: Available
Interactions	Field name: `metrics.interactions` Type: metric MCP: Available
Relative Ctr	Field name: `metrics.relative_ctr` Type: metric MCP: Available
Unique Users	Field name: `metrics.unique_users` Type: metric MCP: Available
Gmail Forwards	Field name: `metrics.gmail_forwards` Type: metric MCP: Available
Invalid Clicks	Field name: `metrics.invalid_clicks` Type: metric MCP: Available
Revenue Micros	Field name: `metrics.revenue_micros` Type: metric MCP: Available
Active View Cpm	Field name: `metrics.active_view_cpm` Type: metric MCP: Available
Active View Ctr	Field name: `metrics.active_view_ctr` Type: metric MCP: Available
Engagement Rate	Field name: `metrics.engagement_rate` Type: metric MCP: Available
Lead Units Sold	Field name: `metrics.lead_units_sold` Type: metric MCP: Available
Interaction Rate	Field name: `metrics.interaction_rate` Type: metric MCP: Available
Average Cart Size	Field name: `metrics.average_cart_size` Type: metric MCP: Available
Phone Impressions	Field name: `metrics.phone_impressions` Type: metric MCP: Available
Average Page Views	Field name: `metrics.average_page_views` Type: metric MCP: Available
Invalid Click Rate	Field name: `metrics.invalid_click_rate` Type: metric MCP: Available
Phone Through Rate	Field name: `metrics.phone_through_rate` Type: metric MCP: Available
Search Click Share	Field name: `metrics.search_click_share` Type: metric MCP: Available
Campaign Optimization Score	Field name: `campaign.optimization_score` Type: metric MCP: Available
Gross Profit Margin	Field name: `metrics.gross_profit_margin` Type: metric MCP: Available
Gross Profit Micros	Field name: `metrics.gross_profit_micros` Type: metric MCP: Available
Lead Revenue Micros	Field name: `metrics.lead_revenue_micros` Type: metric MCP: Available
Primary Impressions	Field name: `metrics.primary_impressions` Type: metric MCP: Available
Average Time On Site	Field name: `metrics.average_time_on_site` Type: metric MCP: Available
Coviewed Impressions	Field name: `metrics.coviewed_impressions` Type: metric MCP: Available
Percent New Visitors	Field name: `metrics.percent_new_visitors` Type: metric MCP: Available
Average Cpv	Field name: `metrics.trueview_average_cpv` Type: metric MCP: Available
Cross Sell Units Sold	Field name: `metrics.cross_sell_units_sold` Type: metric MCP: Available
General Invalid Clicks	Field name: `metrics.general_invalid_clicks` Type: metric MCP: Available
Gmail Secondary Clicks	Field name: `metrics.gmail_secondary_clicks` Type: metric MCP: Available
Optimization Score Url	Field name: `metrics.optimization_score_url` Type: metric MCP: Available
Sk Ad Network Installs	Field name: `metrics.sk_ad_network_installs` Type: metric MCP: Available
Active View Impressions	Field name: `metrics.active_view_impressions` Type: metric MCP: Available
Active View Viewability	Field name: `metrics.active_view_viewability` Type: metric MCP: Available
Interaction Event Types	Field name: `metrics.interaction_event_types` Type: metric MCP: Available
Historical Quality Score	Field name: `metrics.historical_quality_score` Type: metric MCP: Available
Lead Gross Profit Micros	Field name: `metrics.lead_gross_profit_micros` Type: metric MCP: Available
Publisher Organic Clicks	Field name: `metrics.publisher_organic_clicks` Type: metric MCP: Available
Publisher Unknown Clicks	Field name: `metrics.publisher_unknown_clicks` Type: metric MCP: Available
Active View Measurability	Field name: `metrics.active_view_measurability` Type: metric MCP: Available
Average Target Cpa Micros	Field name: `metrics.average_target_cpa_micros` Type: metric MCP: Available
Cost Of Goods Sold Micros	Field name: `metrics.cost_of_goods_sold_micros` Type: metric MCP: Available
Cross Sell Revenue Micros	Field name: `metrics.cross_sell_revenue_micros` Type: metric MCP: Available
Optimization Score Uplift	Field name: `metrics.optimization_score_uplift` Type: metric MCP: Available
General Invalid Click Rate	Field name: `metrics.general_invalid_click_rate` Type: metric MCP: Available
Publisher Purchased Clicks	Field name: `metrics.publisher_purchased_clicks` Type: metric MCP: Available
Clicks Unique Query Clusters	Field name: `metrics.clicks_unique_query_clusters` Type: metric MCP: Available
Cross Sell Gross Profit Micros	Field name: `metrics.cross_sell_gross_profit_micros` Type: metric MCP: Available
Lead Cost Of Goods Sold Micros	Field name: `metrics.lead_cost_of_goods_sold_micros` Type: metric MCP: Available
Historical Search Predicted Ctr	Field name: `metrics.historical_search_predicted_ctr` Type: metric MCP: Available
Historical Creative Quality Score	Field name: `metrics.historical_creative_quality_score` Type: metric MCP: Available
Impressions Unique Query Clusters	Field name: `metrics.impressions_unique_query_clusters` Type: metric MCP: Available
Active View Measurable Cost Micros	Field name: `metrics.active_view_measurable_cost_micros` Type: metric MCP: Available
Active View Measurable Impressions	Field name: `metrics.active_view_measurable_impressions` Type: metric MCP: Available
Auction Insight Search Overlap Rate	Field name: `metrics.auction_insight_search_overlap_rate` Type: metric MCP: Available
Cross Sell Cost Of Goods Sold Micros	Field name: `metrics.cross_sell_cost_of_goods_sold_micros` Type: metric MCP: Available
Average Impression Frequency Per User	Field name: `metrics.average_impression_frequency_per_user` Type: metric MCP: Available
Historical Landing Page Quality Score	Field name: `metrics.historical_landing_page_quality_score` Type: metric MCP: Available
Auction Insight Search Outranking Share	Field name: `metrics.auction_insight_search_outranking_share` Type: metric MCP: Available
Auction Insight Search Position Above Rate	Field name: `metrics.auction_insight_search_position_above_rate` Type: metric MCP: Available
Eligible Impressions From Location Asset Store Reach	Field name: `metrics.eligible_impressions_from_location_asset_store_reach` Type: metric MCP: Available
Spend	Field name: `metrics.spend` Type: metric MCP: Available

Conversions


Conversions	Field name: `metrics.conversions` Type: metric MCP: Available
All Conversions	Field name: `metrics.all_conversions` Type: metric MCP: Available
Value Adjustment	Field name: `metrics.value_adjustment` Type: metric MCP: Available
Conversions Value	Field name: `metrics.conversions_value` Type: metric MCP: Available
Average Target Roas	Field name: `metrics.average_target_roas` Type: metric MCP: Available
Cost Per Conversion	Field name: `metrics.cost_per_conversion` Type: metric MCP: Available
All Value Adjustment	Field name: `metrics.all_value_adjustment` Type: metric MCP: Available
Value Per Conversion	Field name: `metrics.value_per_conversion` Type: metric MCP: Available
All Conversions Value	Field name: `metrics.all_conversions_value` Type: metric MCP: Available
Cost Per All Conversions	Field name: `metrics.cost_per_all_conversions` Type: metric MCP: Available
Value Per All Conversions	Field name: `metrics.value_per_all_conversions` Type: metric MCP: Available
Average Order Value Micros	Field name: `metrics.average_order_value_micros` Type: metric MCP: Available
Conversions Value Per Cost	Field name: `metrics.conversions_value_per_cost` Type: metric MCP: Available
New Customer Lifetime Value	Field name: `metrics.new_customer_lifetime_value` Type: metric MCP: Available
All Conversions Value Per Cost	Field name: `metrics.all_conversions_value_per_cost` Type: metric MCP: Available
Cross Device Conversions Value	Field name: `metrics.cross_device_conversions_value` Type: metric MCP: Available
All New Customer Lifetime Value	Field name: `metrics.all_new_customer_lifetime_value` Type: metric MCP: Available
Conversion rate	Field name: `metrics.conversion_rate` Type: metric MCP: Available
Conversions Value ROAS	Field name: `metrics.google_purchase_roas` Type: metric MCP: Available
All Conversions Value ROAS	Field name: `metrics.google_all_purchase_roas` Type: metric MCP: Available


Search Impression Share	Field name: `metrics.search_impression_share` Type: metric MCP: Available
Content Impression Share	Field name: `metrics.content_impression_share` Type: metric MCP: Available
Top Impression Percentage	Field name: `metrics.top_impression_percentage` Type: metric MCP: Available
Search Top Impression Share	Field name: `metrics.search_top_impression_share` Type: metric MCP: Available
Search Rank Lost Impression Share	Field name: `metrics.search_rank_lost_impression_share` Type: metric MCP: Available
Absolute Top Impression Percentage	Field name: `metrics.absolute_top_impression_percentage` Type: metric MCP: Available
Content Rank Lost Impression Share	Field name: `metrics.content_rank_lost_impression_share` Type: metric MCP: Available
Search Budget Lost Impression Share	Field name: `metrics.search_budget_lost_impression_share` Type: metric MCP: Available
Search Exact Match Impression Share	Field name: `metrics.search_exact_match_impression_share` Type: metric MCP: Available
Content Budget Lost Impression Share	Field name: `metrics.content_budget_lost_impression_share` Type: metric MCP: Available
Search Absolute Top Impression Share	Field name: `metrics.search_absolute_top_impression_share` Type: metric MCP: Available
Search Rank Lost Top Impression Share	Field name: `metrics.search_rank_lost_top_impression_share` Type: metric MCP: Available
Auction Insight Search Impression Share	Field name: `metrics.auction_insight_search_impression_share` Type: metric MCP: Available
Search Budget Lost Top Impression Share	Field name: `metrics.search_budget_lost_top_impression_share` Type: metric MCP: Available
Search Rank Lost Absolute Top Impression Share	Field name: `metrics.search_rank_lost_absolute_top_impression_share` Type: metric MCP: Available
Auction Insight Search Top Impression Percentage	Field name: `metrics.auction_insight_search_top_impression_percentage` Type: metric MCP: Available
Search Budget Lost Absolute Top Impression Share	Field name: `metrics.search_budget_lost_absolute_top_impression_share` Type: metric MCP: Available
Auction Insight Search Absolute Top Impression Percentage	Field name: `metrics.auction_insight_search_absolute_top_impression_percentage` Type: metric MCP: Available

Videos


Video Views	Field name: `metrics.video_trueview_views` Type: metric MCP: Available
Video Quartile P25 Rate	Field name: `metrics.video_quartile_p25_rate` Type: metric MCP: Available
Video Quartile P50 Rate	Field name: `metrics.video_quartile_p50_rate` Type: metric MCP: Available
Video Quartile P75 Rate	Field name: `metrics.video_quartile_p75_rate` Type: metric MCP: Available
Video Quartile P100 Rate	Field name: `metrics.video_quartile_p100_rate` Type: metric MCP: Available
Video View Rate	Field name: `metrics.video_trueview_view_rate` Type: metric MCP: Available
Video View Rate Shorts	Field name: `metrics.video_trueview_view_rate_shorts` Type: metric MCP: Available
Video View Rate In Feed	Field name: `metrics.video_trueview_view_rate_in_feed` Type: metric MCP: Available
Video Watch Time Duration Millis	Field name: `metrics.video_watch_time_duration_millis` Type: metric MCP: Available
Video View Rate In Stream	Field name: `metrics.video_trueview_view_rate_in_stream` Type: metric MCP: Available
Average Video Watch Time Duration Millis	Field name: `metrics.average_video_watch_time_duration_millis` Type: metric MCP: Available

Fields catalog

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Meta Ads

Metrics & Dimensions

TikTok Ads

Metrics & Dimensions

Microsoft Ads (Bing)

Metrics & Dimensions

Overview

Advertising

Social

Web analytics

E-commerce

CRM & email

Metrics

Performance

Conversions

Videos

Fields catalog

Meta Ads

TikTok Ads

Microsoft Ads (Bing)

Metrics

Performance

Conversions

Impression share

Videos

Related

Fields catalog

Meta Ads

TikTok Ads

Microsoft Ads (Bing)