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
Client Customer Id	Client Customer Id	The unique identifier for the Google Ads client account associated with the data. This ID is essential for all API calls to specify the target account.	metric
Client Customer Name	Client Customer Name	The name of the client Google Ads account.	dimension
Report Date	Report Date	The specific date for which the report data was generated or is relevant. This field helps organize and retrieve data based on its reporting period.	dimension
averageCpc	averageCpc	The average cost-per-click (CPC) for the keyword, expressed in the standard currency unit.	metric
averageCpcDeviation	averageCpcDeviation	The difference between the forecasted or actual average cost-per-click (CPC) and a benchmark or historical average. The Google Ads API provides the average CPC metric in its forecast and historical data.	metric
averageCpcMicros	averageCpcMicros	The forecasted average cost-per-click (CPC) for the campaign, expressed in micro-units.	metric
averagePosition	averagePosition	The average position of your ad on the search results page. Note: This metric has been deprecated in recent versions of the Google Ads API and replaced by impression share metrics.	metric
averagePositionDeviation	averagePositionDeviation	Deviation of Average Position	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 applied to a campaign for which future performance is being forecasted (e.g., Manual CPC, Maximize Clicks/Conversions).	dimension
clickThroughRate	clickThroughRate	The forecasted click-through rate (CTR) for the campaign, indicating the percentage of impressions that result in a click.	metric
clickThroughRateDeviation	clickThroughRateDeviation	The difference between the forecasted or actual click-through rate (CTR) and a benchmark or historical average. The Google Ads API provides the click-through rate metric in its forecast data.	metric
clicks	clicks	The forecasted number of clicks expected for the campaign.	metric
clicksPerDay	clicksPerDay	The estimated or actual number of clicks an ad receives per day. The Google Ads API’s forecast metrics provide estimated daily clicks.	metric
clicksPerDayDeviation	clicksPerDayDeviation	The difference between the forecasted or actual daily clicks and a benchmark or historical average for daily clicks. The Google Ads API provides the daily clicks metric in its 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 forecasted conversion rate for the campaign, indicating the percentage of clicks that are expected to result in a conversion.	metric
conversions	conversions	The forecasted number of conversions expected for the campaign.	metric
costMicros	costMicros	The forecasted total cost expected for the campaign, expressed in micro-units.	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 time range used for historical metrics or the forecast period for future campaign performance.	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 forecasted number of impressions expected for the campaign.	metric
impressionsPerDay	impressionsPerDay	The estimated or actual number of times an ad is shown per day. The Google Ads API’s forecast metrics provide estimated daily impressions.	metric
impressionsPerDayDeviation	impressionsPerDayDeviation	The difference between the forecasted or actual daily impressions and a benchmark or historical average for daily impressions. The Google Ads API provides the daily impressions metric in its forecast data.	metric
keyword	keyword	A general term for the keyword text used in keyword planning, either as an input or a generated 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 match type of a keyword (e.g., broad, phrase, exact) relevant for campaign targeting.	dimension
language	language	The language targeted for keyword research or campaign forecasting, identified by its constant ID.	dimension
languages	languages	Used to specify the target language(s) for keyword research or campaign forecasting. This filters results to keywords relevant to users speaking the selected language.	dimension
location	location	The human-readable name of the geographical location targeted for keyword research or campaign forecasting.	dimension
location_id	location_id	The unique identifier for a geographical location constant 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
max_cpc_bid	max_cpc_bid	The maximum cost-per-click bid set as part of a Manual CPC bidding strategy for campaign forecasting.	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 keyword plan network (e.g., Google Search or Search & Partners) where keyword data is gathered or campaigns are forecasted.	dimension
report_date	report_date	The specific date for which the forecast or historical metric data is provided. This typically represents a daily or monthly aggregation point for the metrics.	dimension
search_query	search_query	The keyword or search term being analyzed for ideas or historical performance.	dimension
searches	searches	The total number of searches for a keyword or search query.	metric
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 time range used for historical metrics or the forecast period for future campaign performance.	dimension
totalCost	totalCost	The forecasted total cost of the campaign, expressed in the standard currency unit.	metric
totalCostDeviation	totalCostDeviation	The difference between the forecasted or actual total cost of a campaign or keyword and a benchmark or historical total cost. The Google Ads API provides the cost metric in its forecast data.	metric
year	year	The year for which historical keyword data is reported.	metric