Keyword & Placement Reports

Display Keyword Report

​Table Name: google_source_data.display_keyword_report

Column Name	Data Type	Description
account_id	Integer	Intentwise account Id
account_name	String	Display Name
customer_id	String	Google ads account customer Id
report_date	Date	Daily segmentation for asset combination impressions.
download_date	Date	Date on which the data was downloaded
display_keyword_criterion_resource_name	String	Identifier for the display keyword view row; unique dimension for each keyword-context combination.
criterion_id	Integer	Criterion ID of the audience; used for managing the audience target.
keyword_text	String	Text of the display keyword; main dimension analysts care about.
ad_group_id	Integer	Primary ad group identifier; join key to performance reports.
campaign_id	Integer	Parent campaign identifier; ties ad group structure to campaign structure.
clicks	Integer	Clicks attributed to the asset in that ad context.
impressions	Integer	Number of times this combination was shown; helps determine which combos get traffic and test coverage.
click_through_rate	Numeric	Engagement rate for the asset; higher CTR assets are usually preferred.
average_cost_per_click	Integer	Average CPC when this asset is present; helps evaluate cost dynamics of particular assets.
cost_micros	Integer	Spend associated with the asset display.
conversions	Numeric	Conversions attributed to the asset; shows its impact on outcomes.
cost_per_conversion	Numeric	Asset-level efficiency metric.
conversions_value	Numeric	Value generated with that asset; required for ROAS by asset.
all_conversions	Numeric	Extended conversion count.
all_conversions_value	Numeric	Extended conversion value.
cost_amount	Numeric	cost_amount
average_cost_per_click_amount	Numeric	average_cost_per_click_amount
device	String	device
ad_network_type	String	ad_network_type

Keyword

​Table Name: google_source_data.keyword

Column Name	Data Type	Description
account_id	Integer	Intentwise account Id
account_name	String	Display Name
customer_id	String	Google ads account customer Id
criterion_id	Integer	Criterion ID of the audience; used for managing the audience target.
download_date	Date	Date on which the data was downloaded
keyword_text	String	Text of the display keyword; main dimension analysts care about.
match_type	String	Match type (exact, phrase, broad); essential for understanding how queries match.
keyword_status	String	Status of the keyword (ENABLED, PAUSED, REMOVED); indicates serving capability.
system_serving_status	String	System-serving status (e.g. RARELY SERVED); highlights limited-serving keywords.
approval_status	String	Policy approval status; ensures keywords comply with policy.
is_negative	Boolean	Whether the keyword is negative; crucial for understanding exclusion logic.
final_urls	String	Landing page URLs specified at ad level; central for content and tracking audits.
cost_per_click_bid_micros	Integer	Base CPC bid; key lever for controlling traffic at ad group level (manual or target overrides).
effective_cost_per_click_bid_micros	Integer	Effective bid considering adjustments and strategy; reveals actual bidding level.
effective_cost_per_click_bid_source	String	Where the effective bid comes from (keyword, ad group, campaign); helps debug bid inheritance.
quality_score	Integer	Overall quality score; key indicator of ad relevance and landing page experience.
creative_quality_score	String	Creative quality component; points to ad text optimization needs.
post_click_quality_score	String	Landing page/post-click quality; informs landing page optimization.
search_predicted_ctr	String	Predicted CTR component; informs expected performance and potential savings.
ad_group_id	Integer	Primary ad group identifier; join key to performance reports.
campaign_id	Integer	Parent campaign identifier; ties ad group structure to campaign structure.
cost_per_click_bid_amount	Numeric	maximum amount willing to pay for a single click
effective_cost_per_click_bid_amount	Numeric	effective_cost_per_click_bid_amount

Keyword Performance Report

​Table Name: google_source_data.keyword_performance_report

Column Name	Data Type	Description
account_id	Integer	Intentwise account Id
account_name	String	Display Name
customer_id	String	Google ads account customer Id
criterion_id	Integer	Criterion ID of the audience; used for managing the audience target.
ad_group_id	Integer	Primary ad group identifier; join key to performance reports.
campaign_id	Integer	Parent campaign identifier; ties ad group structure to campaign structure.
report_date	Date	Daily segmentation for asset combination impressions.
download_date	Date	Date on which the data was downloaded
clicks	Integer	Clicks attributed to the asset in that ad context.
impressions	Integer	Number of times this combination was shown; helps determine which combos get traffic and test coverage.
click_through_rate	Numeric	Engagement rate for the asset; higher CTR assets are usually preferred.
average_cost_per_click	Integer	Average CPC when this asset is present; helps evaluate cost dynamics of particular assets.
cost_micros	Integer	Spend associated with the asset display.
conversions	Numeric	Conversions attributed to the asset; shows its impact on outcomes.
cost_per_conversion	Numeric	Asset-level efficiency metric.
conversions_value	Numeric	Value generated with that asset; required for ROAS by asset.
all_conversions	Numeric	Extended conversion count.
all_conversions_value	Numeric	Extended conversion value.
absolute_top_impression_percentage	Numeric	Share of impressions in very top position; indicates premium placement and helps explain cost/performance differences between ads.
top_impression_percentage	Numeric	Share of impressions above organic results; helps assess whether bids/quality are sufficient to appear prominently.
cost_amount	Numeric	cost_amount
average_cost_per_click_amount	Numeric	average_cost_per_click_amount
device	String	device
ad_network_type	String	ad_network_type

Landing Page View Report

​Table Name: google_source_data.landing_page_view_report

Column Name	Data Type	Description
account_id	Integer	Intentwise account Id
account_name	String	Display Name
customer_id	String	Google ads account customer Id
campaign_id	Integer	Parent campaign identifier; ties ad group structure to campaign structure.
report_date	Date	Daily segmentation for asset combination impressions.
download_date	Date	Date on which the data was downloaded
unexpanded_final_url	String	Canonical landing page URL; primary dimension for page-level analysis.
impressions	Integer	Number of times this combination was shown; helps determine which combos get traffic and test coverage.
clicks	Integer	Clicks attributed to the asset in that ad context.
click_through_rate	Numeric	Engagement rate for the asset; higher CTR assets are usually preferred.
interaction_rate	Numeric	Includes additional interactions (e.g. video interactions) where applicable; broader engagement metric.
cost_micros	Integer	Spend associated with the asset display.
average_cost_per_click	Integer	Average CPC when this asset is present; helps evaluate cost dynamics of particular assets.
conversions	Numeric	Conversions attributed to the asset; shows its impact on outcomes.
cost_per_conversion	Numeric	Asset-level efficiency metric.
conversions_value	Numeric	Value generated with that asset; required for ROAS by asset.
all_conversions	Numeric	Extended conversion count.
cross_device_conversions	Numeric	Conversions completed on a different device than the click; captures full funnel continuity for this page.
cost_amount	Numeric	cost_amount
average_cost_per_click_amount	Numeric	average_cost_per_click_amount
device	String	device
ad_network_type	String	ad_network_type

Managed Placement Report

​Table Name: google_source_data.managed_placement_report

Column Name	Data Type	Description
account_id	Integer	Intentwise account Id
account_name	String	Display Name
customer_id	String	Google ads account customer Id
report_date	Date	Daily segmentation for asset combination impressions.
download_date	Date	Date on which the data was downloaded
placement_criterion_resource_name	String	Unique identifier of the managed placement view; dimension for each managed placement.
criterion_id	Integer	Criterion ID of the audience; used for managing the audience target.
placement_url	String	URL of the managed placement; analysts use this as the human-facing dimension.
ad_group_id	Integer	Primary ad group identifier; join key to performance reports.
campaign_id	Integer	Parent campaign identifier; ties ad group structure to campaign structure.
clicks	Integer	Clicks attributed to the asset in that ad context.
impressions	Integer	Number of times this combination was shown; helps determine which combos get traffic and test coverage.
click_through_rate	Numeric	Engagement rate for the asset; higher CTR assets are usually preferred.
average_cost_per_click	Integer	Average CPC when this asset is present; helps evaluate cost dynamics of particular assets.
cost_micros	Integer	Spend associated with the asset display.
conversions	Numeric	Conversions attributed to the asset; shows its impact on outcomes.
cost_per_conversion	Numeric	Asset-level efficiency metric.
conversions_value	Numeric	Value generated with that asset; required for ROAS by asset.
all_conversions	Numeric	Extended conversion count.
all_conversions_value	Numeric	Extended conversion value.
view_through_conversions	Numeric	Conversions occurring after an impression with no click; important for display where view-through is frequent.
cost_amount	Numeric	cost_amount
average_cost_per_click_amount	Numeric	average_cost_per_click_amount
device	String	device
ad_network_type	String	ad_network_type

Detail Placement Report

​Table Name: google_source_data.detail_placement_report

Column Name	Data Type	Description
account_id	Integer	Intentwise account Id
account_name	String	Display Name
customer_id	String	Google ads account customer Id
report_date	Date	Daily segmentation for asset combination impressions.
download_date	Date	Date on which the data was downloaded
placement	String	The URL or video placement; primary dimension for analyzing where ads appeared.
display_name	String	Human-readable name/title of the placement; helps identify sites/videos.
placement_type	String	Indicates whether placement is a website, mobile app, video, etc.; used for type-level optimization.
ad_group_id	Integer	Primary ad group identifier; join key to performance reports.
campaign_id	Integer	Parent campaign identifier; ties ad group structure to campaign structure.
clicks	Integer	Clicks attributed to the asset in that ad context.
impressions	Integer	Number of times this combination was shown; helps determine which combos get traffic and test coverage.
click_through_rate	Numeric	Engagement rate for the asset; higher CTR assets are usually preferred.
average_cost_per_click	Integer	Average CPC when this asset is present; helps evaluate cost dynamics of particular assets.
cost_micros	Integer	Spend associated with the asset display.
conversions	Numeric	Conversions attributed to the asset; shows its impact on outcomes.
cost_per_conversion	Numeric	Asset-level efficiency metric.
conversions_value	Numeric	Value generated with that asset; required for ROAS by asset.
all_conversions	Numeric	Extended conversion count.
all_conversions_value	Numeric	Extended conversion value.
cost_amount	Numeric	cost_amount
average_cost_per_click_amount	Numeric	average_cost_per_click_amount
device	String	device
ad_network_type	String	ad_network_type

Group Placement Report

​Table Name: google_source_data.group_placement_report

Column Name	Data Type	Description
account_id	Integer	Intentwise account Id
account_name	String	Display Name
customer_id	String	Google ads account customer Id
report_date	Date	Daily segmentation for asset combination impressions.
download_date	Date	Date on which the data was downloaded
placement	String	The URL or video placement; primary dimension for analyzing where ads appeared.
display_name	String	Human-readable name/title of the placement; helps identify sites/videos.
placement_type	String	Indicates whether placement is a website, mobile app, video, etc.; used for type-level optimization.
campaign_id	Integer	Parent campaign identifier; ties ad group structure to campaign structure.
ad_group_id	Integer	Primary ad group identifier; join key to performance reports.
clicks	Integer	Clicks attributed to the asset in that ad context.
impressions	Integer	Number of times this combination was shown; helps determine which combos get traffic and test coverage.
click_through_rate	Numeric	Engagement rate for the asset; higher CTR assets are usually preferred.
average_cost_per_click	Integer	Average CPC when this asset is present; helps evaluate cost dynamics of particular assets.
cost_micros	Integer	Spend associated with the asset display.
conversions	Numeric	Conversions attributed to the asset; shows its impact on outcomes.
cost_per_conversion	Numeric	Asset-level efficiency metric.
conversions_value	Numeric	Value generated with that asset; required for ROAS by asset.
all_conversions	Numeric	Extended conversion count.
all_conversions_value	Numeric	Extended conversion value.
view_through_conversions	Numeric	Conversions occurring after an impression with no click; important for display where view-through is frequent.
cost_amount	Numeric	cost_amount
average_cost_per_click_amount	Numeric	average_cost_per_click_amount
device	String	device
ad_network_type	String	ad_network_type