AdWords

Retrieves AdWords data.

Table Specific Information

Select

Google Analytics only allows up to 10 Metrics and 7 Dimensions in a single query. Therefore, when issuing a query that selects all columns, only the default Metric columns will be selected for tables with more than 10 Metrics. The default Dimensions will be used unless you explicitly select other dimension columns. The following query uses Keyword instead of the default Campaign dimension:

SELECT Keyword, Sessions, Impressions, AdClicks, AdCost, CTR, CPC, RPC, ROI, Margin FROM AdWords

Filters can also be used in the WHERE clause. Dimension fields support the =, !=, LIKE, and NOT LIKE operators. Metric fields support =, !=, >, >=, <, and <= operators. This query will find the total number of AdClicks from the United States:

SELECT Country, AdClicks FROM AdWords WHERE Country = 'United States'

All reports in Google Analytics must cover a specific date range. The default behavior is to pull the last month of data if the StartDate and EndDate inputs are left unset. To override this behavior, the values can be set directly in the query. For example:

SELECT * FROM AdWords WHERE StartDate = '90daysAgo' AND EndDate = 'Today'

Because there are more than 10 Metrics available for the AdWords table, a query that selects all columns only returns the default Metrics for this table (see columns marked as default Metrics below). If you need to select other Metrics, select them explicitly instead of using '*'. The default dimension for the table will be used unless another dimension is specified in the select columns, the DefaultFilter, or the Dimensions column in the WHERE clause. See Retrieving Google Analytics Data for more information about SELECT * queries. The following queries return the same results:

SELECT Campaign, Sessions, Impressions, AdClicks, AdCost, CTR, CPC, RPC, ROI, Margin FROM AdWords

Columns

Name	Type	Dimension	DefaultMetric	DefaultDimension	Description
Date	Date	True			The date of the session formatted as YYYYMMDD.
Year	Integer	True			The year of the session. A four-digit year from 2005 to the current year.
Month	Integer	True			The month of the session. An integer from 01 to 12.
Week	Integer	True			The week of the session. A number from 01 to 53. Each week starts on Sunday.
Day	Integer	True			The day of the month. A number from 01 to 31.
Hour	Integer	True			An hour of the day ranging from 00-23 in the timezone configured for the account. This value is also corrected for daylight savings time.
Language	String	True			The language provided by the HTTP Request for the browser. Values are given as an ISO-639 code.
Country	String	True			The country of users, derived from IP addresses.
City	String	True			The cities of property users, derived from IP addresses.
Browser	String	True			The names of browsers used by users to your website. For example, Internet Explorer or Firefox.
OperatingSystem	String	True			The operating system used by your users. For example, Windows, Linux , Macintosh, iPhone, iPod.
DeviceCategory	String	True			The type of device: desktop, tablet, or mobile.
Campaign	String	True		True	When using manual campaign tracking, this value is the value of the utm_campaign campaign tracking parameter. When using AdWords autotagging, this value is the name(s) of the online ad campaign that you use for your property. Otherwise, this value is: not set.
AdGroup	String	True			The name of your AdWords ad group.
Keyword	String	True			When using manual campaign tracking, this value is the value of the utm_term campaign tracking parameter; i.e., the keywords used by users to reach your property when using AdWords autotagging or if a user used organic search to reach your property. Otherwise this value is: not set.
Sessions	Integer	False	True		Counts the total number of sessions.
Impressions	Integer	False	True		Total number of campaign impressions.
AdClicks	Integer	False	True		The total number of times users have clicked on an ad to reach your property.
AdCost	Decimal	False	True		Derived cost for the advertising campaign. The currency for this value is based on the currency that you set in your AdWords account.
CTR	Double	False	True		Click-through rate for your ad. This is equal to the number of clicks divided by the number of impressions for your ad (e.g., how many times users clicked on one of your ads where that ad appeared).
CPC	Decimal	False	True		Cost to advertiser per click.
RPC	Decimal	False	True		RPC, or revenue-per-click, is the average revenue from e-commerce sales and/or goal value you received for each click on one of your search ads.
ROI	Decimal	False	True		Returns on Investment is overall transaction profit divided by derived advertising cost.
Margin	Decimal	False	True		The overall transaction profit margin.
PercentNewSessions	Double	False			The percentage of sessions by people who had never visited your property before.
NewUsers	Integer	False			The number of users whose visit to your property was marked as a first-time session.
BounceRate	Double	False			The percentage of single-page session.
PageviewsPerSession	Double	False			The average number of pages viewed during a session on your property.
AvgSessionDuration	Double	False			The average duration of user sessions represented in total seconds.
GoalConversionRateAll	Double	False			The percentage of sessions that resulted in a conversion to at least one of your goals.
Transactions	Integer	False			The total number of transactions.
RevenuePerTransaction	Decimal	False			The average revenue for an e-commerce transaction.
TransactionRevenue	Decimal	False			The total sale revenue provided in the transaction, excluding shipping and tax.
TransactionRevenuePerSession	Decimal	False			Average transaction revenue for a session on your property.
StartDate	String				Start date for fetching Analytics data. Either a date string or a relative date (e.g., today, yesterday, or #daysAgo).
EndDate	String				End date for fetching Analytics data. Either a date string or a relative date (e.g., today, yesterday, or #daysAgo).
Dimensions	String				A comma-separated list of dimensions to retrieve in addition to the columns defined in the schema. Set to empty string to retrieve no dimensions.
Metrics	String				A comma-separated list of metrics to retrieve in addition to the columns defined in the schema.
CohortTypes	String				Available only when using the V4 API. A comma-separated list of cohort types. The default value is FIRST_VISIT_DATE
CohortStartDates	Date				Available only when using the V4 API. A comma-separated list of cohort start dates.
CohortEndDates	Date				Available only when using the V4 API. A comma-separated list of cohort end dates.
SamplesReadCounts	String				Comma separated list of samples read counts when the response data is sampled.
SamplingSpaceSizes	String				Comma separated list of samples space sizes counts when the response data is sampled.
Profile	Integer				Profile ID or website URL to retrieve data from.

Pseudo-Columns

Pseudo column fields are used in the WHERE clause of SELECT statements and offer a more granular control over the tuples that are returned from the data source.

Name	Type	Description
Segments	String	Segments the data returned for your request. Either a SegmentId or a custom segment.