> ## Documentation Index
> Fetch the complete documentation index at: https://docs.mastermetrics.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Google Ads: Metrics

> Complete reference of the Google Ads metrics in Master Metrics

> [!NOTE]
>
> **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 |

### Impression share

| | |
| - | - |
| 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 |

## Related

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>
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>
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