> For the complete documentation index, see [llms.txt](https://docs.intentwise.com/iac-source-data/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.intentwise.com/iac-source-data/data-models/google-source-data/keyword-and-placement-reports.md). # 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 |