Google Ads Keyword Planner: Most-used fields

The table below gives information about most-used fields that you can import from Google Ads Keyword Planner. Other fields might also be available in Adverity.

The fields that you can fetch in Adverity are updated regularly to reflect updates to data source APIs.

API name	Adverity UI name	Description	Use in Adverity
averageCpcMicros	averageCpcMicros	The average cost-per-click (CPC) for a keyword, represented in micros (1,000,000 micros = 1 unit of account currency). This metric is available for historical keyword data.	metric
average_cpc_micros	average_cpc_micros	The average cost-per-click (CPC) for the keyword, expressed in micro-units (one millionth of the standard currency unit). This metric is available for historical performance and keyword ideas.	metric
avg_monthly_searches	avg_monthly_searches	The average number of searches for the keyword over the past 12 months, indicating overall search interest. This metric is available for keyword ideas and historical metrics.	metric
bidding_strategy	bidding_strategy	The bidding strategy used for the campaign when generating forecast metrics. Examples include “Maximize Conversions” or “Target CPA.”	dimension
clickThroughRate	clickThroughRate	The projected click-through rate (CTR) for the campaign, representing the percentage of impressions that result in a click. This metric is available for forecast data.	metric
clicks	clicks	The projected number of clicks for the campaign, indicating how many times users are expected to click on ads. This metric is available for forecast data.	metric
competition	competition	The level of competition for the keyword, indicating how many advertisers are bidding on it. This metric is available for keyword ideas and historical metrics.	dimension
competition_index	competition_index	A numerical index representing the competition level for a keyword. This metric is available for keyword ideas and historical metrics.	metric
conversionRate	conversionRate	The projected conversion rate for the campaign, indicating the percentage of clicks that are expected to result in a conversion. This can also be a parameter used for forecasting.	metric
conversions	conversions	The projected number of conversions for the campaign, indicating the estimated number of desired actions (e.g., purchases, sign-ups) users are expected to take. This metric is available for forecast data.	metric
costMicros	costMicros	The projected cost for the campaign, represented in micros (1,000,000 micros = 1 unit of account currency). This metric is available for forecast data.	metric
customer_id	customer_id	The unique identifier for the Google Ads customer account.	dimension
customer_name	customer_name	The name associated with the Google Ads customer account.	dimension
date	date	Represents the specific date for which metrics are reported or forecasted. This field helps in analyzing performance over distinct periods.	dimension
end_date	end_date	The end date of the historical period for which keyword metrics are retrieved.	dimension
geo_targets	geo_targets	The geographical locations or regions selected for keyword research or campaign forecasting.	dimension
high_top_of_page_bid_micros	high_top_of_page_bid_micros	The estimated 80th percentile (high range) of the top-of-page bid for a keyword, measured in micros. This indicates the higher end of what advertisers historically paid for a keyword to appear at the top of the search results page.	metric
high_top_of_page_bid_micros_converted	high_top_of_page_bid_micros_converted	The high range estimate of the top-of-page bid for the keyword, converted to the standard currency unit.	metric
impressions	impressions	The projected number of impressions for the campaign, indicating how many times ads are expected to be shown. This metric is available for forecast data.	metric
keyword	keyword	The specific keyword string for which data is being collected, either as an input for historical metrics or as a generated keyword idea.	dimension
keyword_idea_text	keyword_idea_text	The suggested keyword text generated by the API based on seed keywords or URLs.	dimension
keyword_type	keyword_type	The type or match type of the keyword (e.g., Broad, Phrase, Exact), indicating how closely the user’s search query must match the keyword for an ad to be considered.	dimension
language	language	The language targeted for keyword research or campaign forecasting, identified by its constant ID.	dimension
languages	languages	The language(s) targeted for keyword data collection or campaign forecasting. This specifies the language of the keywords and target audience.	dimension
location	location	The geographic location(s) targeted for keyword data collection or campaign forecasting. This can be a country, region, city, or other defined geographical area.	dimension
location_id	location_id	The unique identifier for a geographic location used for targeting.	dimension
low_top_of_page_bid_micros	low_top_of_page_bid_micros	The estimated 20th percentile (low range) of the top-of-page bid for a keyword, measured in micros. This indicates the lower end of what advertisers historically paid for a keyword to appear at the top of the search results page.	metric
low_top_of_page_bid_micros_converted	low_top_of_page_bid_micros_converted	The low range estimate of the top-of-page bid for the keyword, converted to the standard currency unit.	metric
month	month	The month for which historical keyword data, such as search volumes, is reported.	metric
monthly_searches	monthly_searches	The approximate number of searches for a keyword within a specific month.	metric
network	network	The search network (e.g., Google Search, Google Search Partners) from which keyword data is retrieved.	dimension
report_date	report_date	The date for which the data in the report is valid. This field is used to specify the time period for which keyword planning data, such as historical metrics or forecast metrics, is retrieved.	dimension
search_query	search_query	The keyword or search term being analyzed for ideas or historical performance.	dimension
site	site	The URL of a webpage or entire website used as a ‘seed’ to generate keyword ideas.	dimension
start_date	start_date	The start date of the historical period for which keyword metrics are retrieved.	dimension
year	year	The year for which historical keyword data is reported.	metric