Skip to main content
Google Ads is Google’s online advertising platform that allows businesses to display ads on Google’s search results pages and across the Google Display Network. It provides tools for creating, managing, and optimizing digital advertising campaigns to reach target audiences and drive conversions.

​
Configuring Google Ads as a Source

In the Sources tab, click on the “Add source” button located on the top right of your screen. Then, select the Google Ads option from the list of connectors. Click Next and you’ll be prompted to add your access.

​
1. Add account access

You’ll need to authorize Nekt to access your Google Ads data. Click on the Google Authorization button and log in with your Google account. Grant the necessary permissions for the ad accounts you want to extract data from. The following configurations are available:
  • Customer Account ID: The Google Ads customer ID from the account you want to fetch data from. Check Google Ads’ documentation to discover where you can find this parameter.
  • Start Date: The earliest date from which records will be synced.
  • Lookback Window: (Default: 0 days) This parameter allows you to define the time window during which you consider that a conversion was influenced by an ad. For example, sometimes a click conversion happens X days after an ad is launched. The lookback retrieves data from X days ago to ensure it captures all conversions.
  • Manager Account ID: Fill this in case you authenticated using a manager account that is different from the informed Customer Account ID.
  • Enable Hotel Insights: (Default: false) When enabled, this option unlocks the Hotel Insights stream, providing performance data specific to hotel campaigns.
Once you’re done, click Next.

​
2. Select streams

Choose which data streams you want to sync. For faster extractions, select only the streams that are relevant to your analysis. You can select entire groups of streams or pick specific ones.
Tip: The stream can be found more easily by typing its name.
Select the streams and click Next.

​
3. Configure data streams

Customize how you want your data to appear in your catalog. Select the desired layer where the data will be placed, a folder to organize it inside the layer, a name for each table (which will effectively contain the fetched data) and the type of sync.
  • Layer: choose between the existing layers on your catalog. This is where you will find your new extracted tables as the extraction runs successfully.
  • Folder: a folder can be created inside the selected layer to group all tables being created from this new data source.
  • Table name: we suggest a name, but feel free to customize it. You have the option to add a prefix to all tables at once and make this process faster!
  • Sync Type: you can choose between INCREMENTAL and FULL_TABLE.
    • Incremental: every time the extraction happens, we’ll get only the new data - which is good if, for example, you want to keep every record ever fetched.
    • Full table: every time the extraction happens, we’ll get the current state of the data - which is good if, for example, you don’t want to have deleted data in your catalog.
Once you are done configuring, click Next.

​
4. Configure data source

Describe your data source for easy identification within your organization, not exceeding 140 characters. To define your Trigger, consider how often you want data to be extracted from this source. This decision usually depends on how frequently you need the new table data updated (every day, once a week, or only at specific times). Optionally, you can define some additional settings:
  • Configure Delta Log Retention and determine for how long we should store old states of this table as it gets updated. Read more about this resource here.
  • Determine when to execute an Additional Full Sync. This will complement the incremental data extractions, ensuring that your data is completely synchronized with your source every once in a while.
Once you are ready, click Next to finalize the setup.

​
5. Check your new source

You can view your new source on the Sources page. If needed, manually trigger the source extraction by clicking on the arrow button. Once executed, your data will appear in your Catalog.
For you to be able to see it on your Catalog, you need at least one successful source run.

​
Streams and Fields

Below you’ll find all available data streams from Google Ads and their corresponding fields:
Stream for managing ad campaigns and their settings.Key Fields:
  • id - Unique identifier for the campaign
  • name - Name of the campaign
  • status - The status of the campaign (e.g., ENABLED, PAUSED, REMOVED)
  • resource_name - The resource name of the campaign
  • start_date - The start date of the campaign
  • end_date - The end date of the campaign
Advertising Settings:
  • advertising_channel_type - The primary channel type (e.g., SEARCH, DISPLAY, VIDEO, SHOPPING)
  • advertising_channel_sub_type - The sub-type of the advertising channel
  • ad_serving_optimization_status - Ad serving optimization status
  • primary_status - The primary status of the campaign
  • primary_status_reasons - Array of reasons for the primary status
  • serving_status - The serving status of the campaign
Budget & Bidding:
  • campaign_budget - Reference to the campaign budget
  • bidding_strategy - Reference to the bidding strategy
  • bidding_strategy_type - The type of bidding strategy (e.g., TARGET_CPA, TARGET_ROAS, MAXIMIZE_CONVERSIONS)
  • bidding_strategy_system_status - System status of the bidding strategy
  • accessible_bidding_strategy - Reference to an accessible bidding strategy
  • target_cpa - Target CPA settings including:
    • target_cpa_micros - Target CPA in micros
    • cpc_bid_ceiling_micros - Maximum CPC bid limit
    • cpc_bid_floor_micros - Minimum CPC bid limit
  • target_roas - Target ROAS settings including:
    • target_roas - Target return on ad spend
    • cpc_bid_ceiling_micros - Maximum CPC bid limit
    • cpc_bid_floor_micros - Minimum CPC bid limit
  • target_spend - Target spend settings
  • maximize_conversions - Maximize conversions settings
  • maximize_conversion_value - Maximize conversion value settings
  • target_impression_share - Target impression share settings
  • target_cpm - Target CPM settings with frequency goals
  • manual_cpc - Manual CPC settings with enhanced CPC option
  • percent_cpc - Percent CPC settings
  • payment_mode - Payment mode for the campaign
Network Settings:
  • network_settings - Network targeting settings including:
    • target_google_search - Target Google Search network
    • target_search_network - Target search network partners
    • target_content_network - Target display network
    • target_partner_search_network - Target partner search network
    • target_youtube - Target YouTube
    • target_google_tv_network - Target Google TV network
Geo Targeting:
  • geo_target_type_setting - Geo targeting settings including:
    • positive_geo_target_type - Positive geo target type
    • negative_geo_target_type - Negative geo target type
Shopping Settings:
  • shopping_setting - Shopping campaign settings including:
    • merchant_id - Merchant Center ID
    • feed_label - Feed label
    • campaign_priority - Campaign priority
    • enable_local - Enable local inventory ads
    • use_vehicle_inventory - Use vehicle inventory
    • advertising_partner_ids - Partner IDs
    • disable_product_feed - Disable product feed
App Campaign Settings:
  • app_campaign_setting - App campaign settings including:
    • app_id - App ID
    • app_store - App store (e.g., GOOGLE_APP_STORE, APPLE_APP_STORE)
    • bidding_strategy_goal_type - Bidding strategy goal type
Dynamic Search Ads Settings:
  • dynamic_search_ads_setting - DSA settings including:
    • domain_name - Domain name
    • language_code - Language code
    • use_supplied_urls_only - Use only supplied URLs
Hotel Settings:
  • hotel_setting - Hotel campaign settings
  • hotel_property_asset_set - Hotel property asset set
Travel Settings:
  • travel_campaign_settings - Travel campaign settings
Local Campaign Settings:
  • local_campaign_setting - Local campaign settings
  • local_services_campaign_settings - Local services settings
Performance Max:
  • performance_max_upgrade - Performance Max upgrade status
Advanced Settings:
  • optimization_score - Campaign optimization score
  • optimization_goal_setting - Optimization goal settings
  • experiment_type - Experiment type
  • frequency_caps - Frequency capping settings
  • targeting_setting - Targeting settings with restrictions
  • selective_optimization - Selective optimization settings
  • real_time_bidding_setting - Real-time bidding settings
  • demand_gen_campaign_settings - Demand Gen campaign settings
  • audience_setting - Audience settings
  • asset_automation_settings - Asset automation settings
  • vanity_pharma - Vanity pharma settings
  • video_brand_safety_suitability - Video brand safety setting
Tracking & URLs:
  • tracking_url_template - Tracking URL template
  • tracking_setting - Tracking settings
  • final_url_suffix - Final URL suffix
  • url_custom_parameters - Custom URL parameters
  • url_expansion_opt_out - URL expansion opt-out setting
Labels & Metadata:
  • labels - Array of labels attached to the campaign
  • base_campaign - Base campaign reference
  • campaign_group - Campaign group reference
  • listing_type - Listing type
  • excluded_parent_asset_field_types - Excluded parent asset field types
  • excluded_parent_asset_set_types - Excluded parent asset set types
Stream for managing ad groups, which control targeting and bidding for a group of ads within a campaign.Key Fields:
  • id - Unique identifier for the ad group
  • name - Name of the ad group
  • status - The status of the ad group (e.g., ENABLED, PAUSED, REMOVED)
  • campaign - Reference to the parent campaign
  • resource_name - The resource name of the ad group
  • type - The type of ad group (e.g., SEARCH_STANDARD, DISPLAY_STANDARD)
  • primary_status - The primary status of the ad group
  • primary_status_reasons - Array of reasons for the primary status
  • base_ad_group - Base ad group reference
Bidding:
  • cpc_bid_micros - CPC bid in micros
  • cpm_bid_micros - CPM bid in micros
  • cpv_bid_micros - CPV bid in micros
  • percent_cpc_bid_micros - Percent CPC bid in micros
  • target_cpa_micros - Target CPA in micros
  • target_cpm_micros - Target CPM in micros
  • target_roas - Target return on ad spend
  • effective_target_cpa_micros - Effective target CPA
  • effective_target_cpa_source - Source of effective target CPA
  • effective_target_roas - Effective target ROAS
  • effective_target_roas_source - Source of effective target ROAS
Targeting:
  • targeting_setting - Targeting settings including:
    • target_restrictions - Array of targeting restrictions with:
      • targeting_dimension - Dimension being restricted
      • bid_only - Whether it’s bid-only targeting
  • optimized_targeting_enabled - Whether optimized targeting is enabled
  • display_custom_bid_dimension - Custom bid dimension for display
Rotation & URLs:
  • ad_rotation_mode - Ad rotation mode (e.g., OPTIMIZE, ROTATE_FOREVER)
  • tracking_url_template - Tracking URL template
  • final_url_suffix - Final URL suffix
  • url_custom_parameters - Custom URL parameters
Labels & Metadata:
  • labels - Array of labels attached to the ad group
  • excluded_parent_asset_field_types - Excluded parent asset field types
  • excluded_parent_asset_set_types - Excluded parent asset set types
Stream for managing individual ads within an ad group, including all ad formats and creative content.Key Fields:
  • id - Unique identifier for the ad
  • ad_group - Reference to the parent ad group
  • status - The status of the ad (e.g., ENABLED, PAUSED, REMOVED)
  • resource_name - The resource name of the ad group ad
  • ad_strength - Ad strength indicator (e.g., EXCELLENT, GOOD, AVERAGE, POOR)
  • primary_status - The primary status of the ad
  • primary_status_reasons - Array of reasons for the primary status
  • action_items - Suggested action items for the ad
Ad Content (nested under ad object):Common Fields:
  • ad.name - Name of the ad
  • ad.type - Type of ad (e.g., RESPONSIVE_SEARCH_AD, RESPONSIVE_DISPLAY_AD, VIDEO_AD)
  • ad.resource_name - Resource name of the ad
  • ad.display_url - Display URL
  • ad.final_urls - Array of final URLs
  • ad.final_mobile_urls - Array of final mobile URLs
  • ad.final_app_urls - Array of final app URLs
  • ad.final_url_suffix - Final URL suffix
  • ad.tracking_url_template - Tracking URL template
  • ad.url_custom_parameters - Custom URL parameters
  • ad.url_collections - URL collections
  • ad.added_by_google_ads - Whether the ad was added by Google Ads
  • ad.device_preference - Device preference
  • ad.system_managed_resource_source - System managed resource source
Responsive Search Ad:
  • ad.responsive_search_ad.headlines - Array of headlines with text and performance labels
  • ad.responsive_search_ad.descriptions - Array of descriptions with text and performance labels
  • ad.responsive_search_ad.path1 - First path
  • ad.responsive_search_ad.path2 - Second path
Responsive Display Ad:
  • ad.responsive_display_ad.marketing_images - Marketing images
  • ad.responsive_display_ad.square_marketing_images - Square marketing images
  • ad.responsive_display_ad.logo_images - Logo images
  • ad.responsive_display_ad.square_logo_images - Square logo images
  • ad.responsive_display_ad.headlines - Headlines
  • ad.responsive_display_ad.long_headline - Long headline
  • ad.responsive_display_ad.descriptions - Descriptions
  • ad.responsive_display_ad.youtube_videos - YouTube videos
  • ad.responsive_display_ad.business_name - Business name
  • ad.responsive_display_ad.main_color - Main color
  • ad.responsive_display_ad.accent_color - Accent color
  • ad.responsive_display_ad.allow_flexible_color - Allow flexible color
  • ad.responsive_display_ad.call_to_action_text - Call to action text
  • ad.responsive_display_ad.price_prefix - Price prefix
  • ad.responsive_display_ad.promo_text - Promotional text
  • ad.responsive_display_ad.format_setting - Format setting
  • ad.responsive_display_ad.control_spec - Control specifications
Video Ad:
  • ad.video_ad.video - Video asset reference
  • ad.video_ad.in_stream - In-stream video settings
  • ad.video_ad.bumper - Bumper ad settings
  • ad.video_ad.out_stream - Out-stream video settings
  • ad.video_ad.non_skippable - Non-skippable video settings
  • ad.video_ad.in_feed - In-feed video settings
Video Responsive Ad:
  • ad.video_responsive_ad.headlines - Headlines
  • ad.video_responsive_ad.long_headlines - Long headlines
  • ad.video_responsive_ad.descriptions - Descriptions
  • ad.video_responsive_ad.call_to_actions - Call to actions
  • ad.video_responsive_ad.videos - Videos
  • ad.video_responsive_ad.companion_banners - Companion banners
  • ad.video_responsive_ad.breadcrumb1 - First breadcrumb
  • ad.video_responsive_ad.breadcrumb2 - Second breadcrumb
Expanded Text Ad (Legacy):
  • ad.expanded_text_ad.headline_part1 - First headline
  • ad.expanded_text_ad.headline_part2 - Second headline
  • ad.expanded_text_ad.headline_part3 - Third headline
  • ad.expanded_text_ad.description - First description
  • ad.expanded_text_ad.description2 - Second description
  • ad.expanded_text_ad.path1 - First path
  • ad.expanded_text_ad.path2 - Second path
Call Ad:
  • ad.call_ad.country_code - Country code
  • ad.call_ad.phone_number - Phone number
  • ad.call_ad.business_name - Business name
  • ad.call_ad.headline1 - First headline
  • ad.call_ad.headline2 - Second headline
  • ad.call_ad.description1 - First description
  • ad.call_ad.description2 - Second description
  • ad.call_ad.call_tracked - Whether calls are tracked
  • ad.call_ad.disable_call_conversion - Disable call conversion
  • ad.call_ad.phone_number_verification_url - Phone verification URL
  • ad.call_ad.conversion_action - Conversion action reference
  • ad.call_ad.conversion_reporting_state - Conversion reporting state
Image Ad:
  • ad.image_ad.image_asset - Image asset reference
  • ad.image_ad.image_url - Image URL
  • ad.image_ad.pixel_width - Pixel width
  • ad.image_ad.pixel_height - Pixel height
  • ad.image_ad.mime_type - MIME type
  • ad.image_ad.name - Image name
  • ad.image_ad.preview_image_url - Preview image URL
  • ad.image_ad.preview_pixel_width - Preview pixel width
  • ad.image_ad.preview_pixel_height - Preview pixel height
App Ads:
  • ad.app_ad - App ad content
  • ad.app_engagement_ad - App engagement ad content
  • ad.app_pre_registration_ad - App pre-registration ad content
Shopping Ads:
  • ad.shopping_product_ad - Shopping product ad
  • ad.shopping_smart_ad - Shopping smart ad
  • ad.shopping_comparison_listing_ad - Shopping comparison listing ad
Demand Gen Ads:
  • ad.demand_gen_product_ad - Demand gen product ad
  • ad.demand_gen_carousel_ad - Demand gen carousel ad
  • ad.demand_gen_multi_asset_ad - Demand gen multi-asset ad
  • ad.demand_gen_video_responsive_ad - Demand gen video responsive ad
Other Ad Types:
  • ad.local_ad - Local ad content
  • ad.smart_campaign_ad - Smart campaign ad content
  • ad.text_ad - Legacy text ad content
  • ad.display_upload_ad - Display upload ad
  • ad.expanded_dynamic_search_ad - Expanded dynamic search ad
  • ad.legacy_responsive_display_ad - Legacy responsive display ad
Policy & Approval:
  • policy_summary.approval_status - Approval status
  • policy_summary.review_status - Review status
Labels:
  • labels - Array of labels attached to the ad
Stream for retrieving daily performance metrics at the campaign level.Identifiers:
  • id - Unique identifier for the record (hash of campaign_id + date)
  • campaign_id - The ID of the campaign
  • campaign_name - Name of the campaign
  • campaign_status - Status of the campaign
  • date - The date of the metrics
Basic Metrics:
  • metrics_impressions - Number of times ads were shown
  • metrics_clicks - Number of clicks
  • metrics_ctr - Click-through rate
  • metrics_interactions - Number of interactions
  • metrics_interaction_rate - Interaction rate
  • metrics_engagements - Number of engagements
  • metrics_engagement_rate - Engagement rate
Cost Metrics:
  • metrics_cost_micros - Total cost in micros (divide by 1,000,000 for actual value)
  • metrics_average_cost - Average cost per interaction
  • metrics_average_cpc - Average cost per click
  • metrics_average_cpe - Average cost per engagement
  • metrics_average_cpm - Average cost per thousand impressions
  • metrics_average_cpv - Average cost per view
Conversion Metrics:
  • metrics_conversions - Number of conversions
  • metrics_conversions_value - Total value of conversions
  • metrics_conversions_by_conversion_date - Conversions by conversion date
  • metrics_conversions_value_by_conversion_date - Conversion value by conversion date
  • metrics_conversions_from_interactions_rate - Conversion rate from interactions
  • metrics_cost_per_conversion - Cost per conversion
  • metrics_all_conversions - All conversions (including cross-device)
  • metrics_all_conversions_value - All conversions value
  • metrics_all_conversions_from_interactions_rate - All conversions rate from interactions
  • metrics_cost_per_all_conversions - Cost per all conversions
  • metrics_cross_device_conversions - Cross-device conversions
  • metrics_view_through_conversions - View-through conversions
Value Metrics:
  • metrics_value_per_conversion - Value per conversion
  • metrics_value_per_all_conversions - Value per all conversions
  • metrics_value_per_conversions_by_conversion_date - Value per conversion by conversion date
  • metrics_value_per_all_conversions_by_conversion_date - Value per all conversions by conversion date
  • metrics_new_customer_lifetime_value - New customer lifetime value
  • metrics_all_new_customer_lifetime_value - All new customer lifetime value
Search Impression Share:
  • metrics_search_impression_share - Search impression share
  • metrics_search_absolute_top_impression_share - Absolute top impression share
  • metrics_search_top_impression_share - Top impression share
  • metrics_search_click_share - Search click share
  • metrics_search_exact_match_impression_share - Exact match impression share
  • metrics_search_budget_lost_impression_share - Budget lost impression share
  • metrics_search_budget_lost_absolute_top_impression_share - Budget lost absolute top impression share
  • metrics_search_budget_lost_top_impression_share - Budget lost top impression share
  • metrics_search_rank_lost_impression_share - Rank lost impression share
  • metrics_search_rank_lost_absolute_top_impression_share - Rank lost absolute top impression share
  • metrics_search_rank_lost_top_impression_share - Rank lost top impression share
Content Network Metrics:
  • metrics_content_impression_share - Content network impression share
  • metrics_content_budget_lost_impression_share - Content budget lost impression share
  • metrics_content_rank_lost_impression_share - Content rank lost impression share
Position Metrics:
  • metrics_top_impression_percentage - Top impression percentage
  • metrics_absolute_top_impression_percentage - Absolute top impression percentage
Video Metrics:
  • metrics_video_views - Number of video views
  • metrics_video_view_rate - Video view rate
  • metrics_video_quartile_p25_rate - 25% quartile rate
  • metrics_video_quartile_p50_rate - 50% quartile rate
  • metrics_video_quartile_p75_rate - 75% quartile rate
  • metrics_video_quartile_p100_rate - 100% quartile rate (completed views)
Active View Metrics:
  • metrics_active_view_impressions - Active View impressions
  • metrics_active_view_cpm - Active View CPM
  • metrics_active_view_ctr - Active View CTR
  • metrics_active_view_viewability - Active View viewability
  • metrics_active_view_measurability - Active View measurability
  • metrics_active_view_measurable_impressions - Active View measurable impressions
  • metrics_active_view_measurable_cost_micros - Active View measurable cost
Gmail Metrics:
  • metrics_gmail_forwards - Gmail forwards
  • metrics_gmail_saves - Gmail saves
  • metrics_gmail_secondary_clicks - Gmail secondary clicks
Phone Metrics:
  • metrics_phone_calls - Phone calls
  • metrics_phone_impressions - Phone impressions
  • metrics_phone_through_rate - Phone through rate
Website Engagement:
  • metrics_average_page_views - Average page views
  • metrics_average_time_on_site - Average time on site
  • metrics_bounce_rate - Bounce rate
  • metrics_percent_new_visitors - Percent new visitors
Shopping & Commerce:
  • metrics_orders - Number of orders
  • metrics_average_cart_size - Average cart size
  • metrics_average_order_value_micros - Average order value in micros
  • metrics_units_sold - Units sold
  • metrics_revenue_micros - Revenue in micros
  • metrics_cost_of_goods_sold_micros - Cost of goods sold
  • metrics_gross_profit_micros - Gross profit
  • metrics_gross_profit_margin - Gross profit margin
  • metrics_cross_sell_revenue_micros - Cross-sell revenue
  • metrics_cross_sell_units_sold - Cross-sell units sold
  • metrics_lead_revenue_micros - Lead revenue
  • metrics_lead_units_sold - Lead units sold
Attribution:
  • metrics_current_model_attributed_conversions - Current model attributed conversions
  • metrics_current_model_attributed_conversions_value - Current model attributed conversions value
  • metrics_cost_per_current_model_attributed_conversion - Cost per current model attributed conversion
Click Quality:
  • metrics_invalid_clicks - Invalid clicks
  • metrics_invalid_click_rate - Invalid click rate
  • metrics_relative_ctr - Relative CTR
Mobile & App:
  • metrics_sk_ad_network_installs - SKAdNetwork installs
  • metrics_sk_ad_network_total_conversions - SKAdNetwork total conversions
Stream for retrieving daily performance metrics at the ad group level.Identifiers:
  • id - Unique identifier for the record (hash of campaign_id + ad_group_id + date)
  • campaign_id - The ID of the campaign
  • campaign_name - Name of the campaign
  • ad_group_id - The ID of the ad group
  • ad_group_name - Name of the ad group
  • date - The date of the metrics
Metrics:All metrics from Campaign Performance are available at the ad group level, prefixed with metrics_. This allows for granular analysis of performance within each ad group.Key metrics include:
  • metrics_impressions, metrics_clicks, metrics_ctr
  • metrics_cost_micros, metrics_average_cpc, metrics_average_cpm
  • metrics_conversions, metrics_conversions_value, metrics_cost_per_conversion
  • metrics_video_views, metrics_video_view_rate
  • All impression share and position metrics
  • All conversion and value metrics
Stream for retrieving daily performance metrics at the individual ad level.Identifiers:
  • id - Unique identifier for the record (hash of campaign_id + ad_group_id + ad_id + date)
  • campaign_id - The ID of the campaign
  • campaign_name - Name of the campaign
  • campaign_start_date - Campaign start date
  • campaign_end_date - Campaign end date
  • campaign_status - Campaign status
  • ad_group_id - The ID of the ad group
  • ad_group_name - Name of the ad group
  • ad_group_ad_ad_id - The ID of the ad
  • ad_group_ad_ad_name - Name of the ad
  • date - The date of the metrics
Metrics:All metrics from Campaign Performance are available at the ad level, prefixed with metrics_. This provides the most granular view of ad performance.Key metrics include:
  • metrics_impressions, metrics_clicks, metrics_ctr
  • metrics_cost_micros, metrics_average_cpc, metrics_average_cpm
  • metrics_conversions, metrics_conversions_value, metrics_cost_per_conversion
  • metrics_video_views, metrics_video_view_rate, metrics_video_quartile_p*_rate
  • All engagement and interaction metrics
  • All conversion and value metrics
Stream for retrieving performance metrics specific to hotel campaigns. This stream is only available when “Enable Hotel Insights” is turned on in the source configuration.Identifiers:
  • id - Unique identifier for the record
  • date - The date of the metrics
  • hotel_performance_view_resource_name - Resource name of the hotel performance view
Hotel Segments:
  • segments_hotel_booking_window_days - Number of days between booking and check-in
  • segments_hotel_center_id - Hotel Center ID
  • segments_hotel_check_in_date - Check-in date
  • segments_hotel_check_in_day_of_week - Day of week for check-in
  • segments_hotel_city - City of the hotel
  • segments_hotel_class - Hotel class (star rating)
  • segments_hotel_country - Country of the hotel
  • segments_hotel_date_selection_type - Date selection type
  • segments_hotel_length_of_stay - Length of stay in days
  • segments_hotel_state - State/region of the hotel
Hotel-Specific Metrics:
  • metrics_hotel_average_lead_value_micros - Average lead value for hotel
  • metrics_hotel_eligible_impressions - Hotel eligible impressions
  • metrics_hotel_price_difference_percentage - Price difference percentage
Standard Metrics:
  • metrics_impressions, metrics_clicks, metrics_ctr
  • metrics_cost_micros, metrics_average_cpc, metrics_average_cpm
  • metrics_conversions, metrics_conversions_value, metrics_cost_per_conversion
  • metrics_all_conversions, metrics_all_conversions_value
  • metrics_cross_device_conversions
  • All search impression share metrics
  • metrics_value_per_conversion, metrics_value_per_all_conversions

​
Data Model

The following diagram illustrates the relationships between the core data streams in Google Ads. The arrows indicate the join keys that link the different entities, providing a clear overview of the data structure.

​
Use Cases for Data Analysis

This guide outlines valuable business intelligence use cases when consolidating Google Ads data, along with ready-to-use SQL queries that you can run on Explorer.

​
1. Campaign Performance Overview

Track the overall performance of your campaigns with key metrics including spend, conversions, and efficiency ratios. Business Value:
  • Identify which campaigns deliver the best return on investment
  • Compare performance across different campaign types
  • Optimize budget allocation based on efficiency metrics
  • AWS
  • GCP
WITH campaign_metrics AS (
   SELECT
      c.name AS campaign_name,
      c.advertising_channel_type,
      c.status AS campaign_status,
      c.bidding_strategy_type,
      SUM(cp.metrics_impressions) AS total_impressions,
      SUM(cp.metrics_clicks) AS total_clicks,
      SUM(cp.metrics_cost_micros) / 1000000.0 AS total_spend,
      SUM(cp.metrics_conversions) AS total_conversions,
      SUM(cp.metrics_conversions_value) AS total_conversion_value,
      AVG(cp.metrics_ctr) AS avg_ctr,
      SUM(cp.metrics_cost_micros) / NULLIF(SUM(cp.metrics_clicks), 0) / 1000000.0 AS avg_cpc,
      SUM(cp.metrics_cost_micros) / NULLIF(SUM(cp.metrics_conversions), 0) / 1000000.0 AS cost_per_conversion,
      SUM(cp.metrics_conversions_value) / NULLIF(SUM(cp.metrics_cost_micros) / 1000000.0, 0) AS roas
   FROM
      nekt_raw.google_ads_campaigns c
      LEFT JOIN nekt_raw.google_ads_campaign_performance cp 
            ON CAST(c.id AS VARCHAR) = cp.campaign_id
   WHERE
      cp.date >= CURRENT_DATE - INTERVAL '30' DAY
   GROUP BY
      c.name,
      c.advertising_channel_type,
      c.status,
      c.bidding_strategy_type
)
SELECT
   campaign_name,
   advertising_channel_type,
   campaign_status,
   bidding_strategy_type,
   total_impressions,
   total_clicks,
   ROUND(total_spend, 2) AS total_spend,
   CAST(total_conversions AS INTEGER) AS total_conversions,
   ROUND(total_conversion_value, 2) AS total_conversion_value,
   ROUND(avg_ctr * 100, 2) AS ctr_percent,
   ROUND(avg_cpc, 2) AS avg_cpc,
   ROUND(cost_per_conversion, 2) AS cost_per_conversion,
   ROUND(roas, 2) AS roas
FROM
   campaign_metrics
ORDER BY
   total_spend DESC
campaign_nameadvertising_channel_typecampaign_statusbidding_strategy_typetotal_impressionstotal_clickstotal_spendtotal_conversionstotal_conversion_valuectr_percentavg_cpccost_per_conversionroas
Summer Sale 2024SEARCHENABLEDTARGET_ROAS1,245,89042,1568,542.3085642,800.003.380.209.985.01
Brand AwarenessDISPLAYENABLEDTARGET_CPA3,892,45028,4305,686.003129,360.000.730.2018.221.65
Product Launch Q4SEARCHENABLEDMAXIMIZE_CONVERSIONS892,34031,2454,998.5042321,150.003.500.1611.824.23
Retargeting CampaignDISPLAYENABLEDTARGET_CPA2,145,67018,9203,784.0024512,250.000.880.2015.443.24
Video PromosVIDEOPAUSEDMAXIMIZE_CONVERSIONS567,2308,4561,691.20892,670.001.490.2019.001.58
Track performance trends over time to identify patterns, seasonality, and optimization opportunities. Business Value:
  • Understand daily and weekly performance patterns
  • Identify performance trends and anomalies
  • Optimize campaign scheduling and budget pacing
  • Compare current performance against historical averages
  • AWS
  • GCP
WITH daily_metrics AS (
      SELECT
         DATE(cp.date) AS report_date,
         DATE_FORMAT(DATE(cp.date), '%W') AS day_of_week,
         DATE_FORMAT(DATE(cp.date), '%Y-%m') AS month,
         SUM(cp.metrics_impressions) AS impressions,
         SUM(cp.metrics_clicks) AS clicks,
         SUM(cp.metrics_cost_micros) / 1000000.0 AS spend,
         SUM(cp.metrics_conversions) AS conversions,
         SUM(cp.metrics_conversions_value) AS conversion_value,
         COUNT(DISTINCT cp.campaign_id) AS active_campaigns
      FROM
         nekt_raw.google_ads_campaign_performance cp
      WHERE
         cp.date >= CURRENT_DATE - INTERVAL '30' DAY
      GROUP BY
         DATE(cp.date),
         DATE_FORMAT(DATE(cp.date), '%W'),
         DATE_FORMAT(DATE(cp.date), '%Y-%m')
   ),
   weekly_averages AS (
      SELECT
         day_of_week,
         AVG(impressions) AS avg_impressions,
         AVG(clicks) AS avg_clicks,
         AVG(spend) AS avg_spend,
         AVG(conversions) AS avg_conversions,
         AVG(conversion_value) AS avg_conversion_value
      FROM
         daily_metrics
      GROUP BY
         day_of_week
   ),
   daily_with_comparison AS (
      SELECT
         dm.*,
         wa.avg_spend AS typical_daily_spend,
         wa.avg_conversions AS typical_daily_conversions,
         ROUND((dm.spend - wa.avg_spend) / NULLIF(wa.avg_spend, 0) * 100, 1) AS spend_vs_typical_pct,
         ROUND((dm.conversions - wa.avg_conversions) / NULLIF(wa.avg_conversions, 0) * 100, 1) AS conversions_vs_typical_pct,
         -- Calculate 7-day moving averages
         AVG(dm.spend) OVER (ORDER BY dm.report_date ROWS BETWEEN 6 PRECEDING AND CURRENT ROW) AS spend_7day_avg,
         AVG(dm.conversions) OVER (ORDER BY dm.report_date ROWS BETWEEN 6 PRECEDING AND CURRENT ROW) AS conversions_7day_avg,
         -- Calculate CPA and ROAS
         dm.spend / NULLIF(dm.conversions, 0) AS cpa,
         dm.conversion_value / NULLIF(dm.spend, 0) AS roas
      FROM
         daily_metrics dm
         JOIN weekly_averages wa ON dm.day_of_week = wa.day_of_week
   )
   SELECT
      report_date,
      day_of_week,
      impressions,
      clicks,
      ROUND(spend, 2) AS spend,
      ROUND(conversions, 2) AS conversions,
      ROUND(conversion_value, 2) AS conversion_value,
      active_campaigns,
      ROUND(cpa, 2) AS cpa,
      ROUND(roas, 2) AS roas,
      ROUND(spend_7day_avg, 2) AS spend_7day_avg,
      ROUND(conversions_7day_avg, 2) AS conversions_7day_avg,
      spend_vs_typical_pct,
      conversions_vs_typical_pct,
      CASE
         WHEN conversions_vs_typical_pct > 20 THEN 'Above Average'
         WHEN conversions_vs_typical_pct < -20 THEN 'Below Average'
         ELSE 'Normal'
      END AS performance_indicator
   FROM
      daily_with_comparison
   ORDER BY
      report_date DESC
report_dateday_of_weekimpressionsclicksspendconversionsconversion_valueactive_campaignscparoasspend_7day_avgconversions_7day_avgspend_vs_typical_pctconversions_vs_typical_pctperformance_indicator
2024-11-27Wednesday156,2345,8921,178.40783,900.00815.113.311,145.2072.54.212.8Normal
2024-11-26Tuesday148,9205,2341,046.80653,250.00816.103.101,132.5070.2-2.5-8.3Normal
2024-11-25Monday142,5604,987997.40582,900.00817.202.911,125.8068.4-7.8-18.5Normal
2024-11-24Sunday98,4503,245649.00422,100.00715.453.241,098.6065.8-22.4-28.6Below Average
2024-11-23Saturday112,3403,890778.00522,600.00714.963.341,112.4067.2-6.8-11.2Normal
2024-11-22Friday178,5606,2341,246.80954,750.00813.123.811,156.3074.88.532.4Above Average
This analysis provides valuable insights into:
  • Daily performance trends with moving averages
  • Day-of-week patterns for optimization
  • Performance against typical metrics
  • CPA and ROAS trends over time
You can use these insights to:
  • Adjust campaign scheduling for high-performing days
  • Optimize budget allocation across the week
  • Identify and investigate performance anomalies
  • Improve budget pacing strategies

​
Implementation Notes

​
Data Quality Considerations

  • All cost and value metrics are provided in micros (divide by 1,000,000 for actual values in queries)
  • Use the lookback window configuration to ensure conversion data is complete before analysis
  • For accurate trend analysis, ensure you have at least 30 days of data

​
API Limits & Performance

  • Selecting all streams and metrics can increase extraction times
  • For faster extractions, select only the streams necessary for your analysis
  • The Hotel Insights stream is only available for hotel campaigns and requires enabling it in the source configuration