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  • Columns
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  1. Sources
  2. Google Analytics
  3. UniversalAnalytics Data Model
  4. Tables

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.

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.

Profile

String

The Profile ID or website URL to retrieve data from.

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Last updated 2 years ago

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