This is a reference guide to be used as part of the Google Ads API migration. For dimensions that return set values/categories, this has the mapping between the current display values we use, the Google Ads API values, and the updated display values.
In the case where we had an existing value from AdWords, we will continue to use that for backward compatibility with the older version and to maintain existing filtering. For brand new values, we tried to match the Google Ads UI values whenever possible.
| Field Name | Current display value (AdWords) | Google Ads API value | New display value |
|---|---|---|---|
| Network | unknown | UNKNOWN | unknown |
| Search Network | SEARCH | Search Network | |
| Display Network | CONTENT | Display Network | |
| YouTube Search | YOUTUBE_SEARCH | YouTube Search | |
| YouTube Videos | YOUTUBE_WATCH | YouTube Videos | |
| Cross-network | MIXED | Cross-network | |
| Network (with search partners) | unknown | - | unknown |
| Note this field is not supported in the new API, so we're replicating the behavior for backwards compatibility | Google Search | - | Google Search |
| Search Partners | - | Search Partners | |
| Display Network | - | Display Network | |
| YouTube Search | - | YouTube Search | |
| YouTube Videos | - | YouTube Videos | |
| Cross-network | - | Cross-network | |
| Campaign status | unknown | UNKNOWN | unknown |
| enabled | ENABLED | enabled | |
| paused | PAUSED | paused | |
| removed | REMOVED | removed | |
| Ad group status | unknown | UNKNOWN | unknown |
| enabled | ENABLED | enabled | |
| paused | PAUSED | paused | |
| removed | REMOVED | removed | |
| Ad Status | unknown | UNKNOWN | unknown |
| enabled | ENABLED | enabled | |
| paused | PAUSED | paused | |
| removed | REMOVED | removed | |
| Keyword Status | unknown | UNKNOWN | unknown |
| enabled | ENABLED | enabled | |
| paused | PAUSED | paused | |
| removed | REMOVED | removed | |
| Serving status | eligible | SERVING | eligible |
| none | NONE | none | |
| ended | ENDED | ended | |
| pending | PENDING | pending | |
| suspended | SUSPENDED | suspended | |
| - | UNKNOWN | Unknown | |
| App campaign app store | - | UNSPECIFIED | Unspecified |
| - | UNKNOWN | Unknown | |
| - | APPLE_APP_STORE | iOS | |
| - | GOOGLE_APP_STORE | Android | |
| App campaign bidding strategy goal type | - | UNSPECIFIED | Unspecified |
| - | UNKNOWN | Unknown | |
| - | OPTIMIZE_INSTALLS_TARGET_INSTALL_COST | Install volume | |
| - | OPTIMIZE_IN_APP_CONVERSIONS_TARGET_ INSTALL_COST | In-app actions | |
| - | OPTIMIZE_IN_APP_CONVERSIONS_TARGET_ CONVERSION_COST | In-app action value | |
| - | OPTIMIZE_RETURN_ON_ADVERTISING_SPEND | Return on ad spend | |
| Location source type | - | UNSPECIFIED | Unspecified |
| - | UNKNOWN | Unknown | |
| - | GOOGLE_MY_BUSINESS | Business location | |
| - | AFFILIATE | Affiliate location | |
| Advertising channel type | Unknown | UNKNOWN | Unknown |
| Search | SEARCH | Search | |
| Display | DISPLAY | Display | |
| Shopping | SHOPPING | Shopping | |
| Video | VIDEO | Video | |
| Multi Channel | MULTI_CHANNEL | Multi Channel | |
| Express | <not supported> | <not supported> | |
| - | HOTEL | Hotel | |
| - | LOCAL | Local | |
| - | SMART | Smart | |
| - | UNSPECIFIED | Unspecified | |
| - | PERFORMANCE_MAX | Performance max | |
| Discovery | Unknown | Unknown | |
| Advertising channel sub-type | Unknown | UNKNOWN | |
| Search Mobile App | SEARCH_MOBILE_APP | Search Mobile App | |
| Display Mobile App | DISPLAY_MOBILE_APP | Display Mobile App | |
| Search Express | SEARCH_EXPRESS | Search Express | |
| Display Express | DISPLAY_EXPRESS | Display Express | |
| Universal App Campaign | APP_CAMPAIGN | App campaign | |
| Smart Display Campaign | DISPLAY_SMART_CAMPAIGN | Smart Display Campaign | |
| Shopping Campaign (goal-optimized) | <not supported> | <not supported> | |
| Gmail Ad campaign | DISPLAY_GMAIL_AD | Gmail Ad campaign | |
| - | SHOPPING_SMART_ADS | Smart Shopping | |
| - | VIDEO_OUTSTREAM | Outstream | |
| - | VIDEO_ACTION | Drive conversions | |
| - | VIDEO_NON_SKIPPABLE | Non-skippable in-stream | |
| - | APP_CAMPAIGN_FOR_ENGAGEMENT | App Engagement | |
| - | LOCAL_CAMPAIGN | Local Campaign | |
| - | SHOPPING_COMPARISON_LISTING_ADS | Comparison Listing | |
| - | SMART_CAMPAIGN | Smart Campaign | |
| - | VIDEO_SEQUENCE | Ad sequence | |
| Bidding strategy type | cpc | MANUAL_CPC | cpc |
| cpv | MANUAL_CPV | cpv | |
| cpm | MANUAL_CPM | cpm | |
| Target search page location | PAGE_ONE_PROMOTED | Target search page location | |
| Maximize clicks | TARGET_SPEND | Maximize clicks | |
| Target CPA | TARGET_CPA | Target CPA | |
| Target ROAS | TARGET_ROAS | Target ROAS | |
| Maximize Conversions | MAXIMIZE_CONVERSIONS | Maximize Conversions | |
| Maximize Conversion Value | MAXIMIZE_CONVERSION_VALUE | Maximize Conversion Value | |
| Target Outranking Share | TARGET_OUTRANK_SHARE | Target Outranking Share | |
| None | INVALID | Invalid | |
| unknown | UNKNOWN | Unknown | |
| - | COMMISSION | Commission | |
| - | ENHANCED_CPC | Enhanced CPC | |
| - | PERCENT_CPC | CPC% | |
| - | TARGET_CPM | Target CPM | |
| - | TARGET_IMPRESSION_SHARE | Target Impression Share | |
| Budget status | Enabled | ENABLED | Enabled |
| Removed | REMOVED | Removed | |
| unknown | UNKNOWN | unknown | |
| Budget period | - | UNSPECIFIED | Unspecified |
| - | UNKNOWN | Unknown | |
| day | DAILY | day | |
| - | CUSTOM_PERIOD | Custom period | |
| Budget delivery method | - | UNSPECIFIED | Unspecified |
| - | UNKNOWN | Unknown | |
| Standard | STANDARD | Standard | |
| - | ACCELERATED | Accelerated | |
| Ad group type | Standard | SEARCH_STANDARD | Standard |
| Search Dynamic Ads | SEARCH_DYNAMIC_ADS | Search Dynamic Ads | |
| Display | DISPLAY_STANDARD | Display | |
| Display engagement | <not supported> | <not supported> | |
| Shopping - Product | SHOPPING_PRODUCT_ADS | Shopping - Product | |
| Shopping - Showcase | <not supported> | <not supported> | |
| Shopping - Goal-optimized | <not supported> | <not supported> | |
| In-stream | VIDEO_TRUE_VIEW_IN_STREAM | In-stream | |
| Video discovery | VIDEO_TRUE_VIEW_IN_DISPLAY | Video discovery | |
| Bumper | VIDEO_BUMPER | Bumper | |
| - | VIDEO_NON_SKIPPABLE_IN_STREAM | Non-skippable in-stream | |
| Hotel | HOTEL_ADS | Hotel | |
| Unknown | UNKNOWN | Unknown | |
| - | SHOPPING_SMART_ADS | Shopping - Smart | |
| - | VIDEO_OUTSTREAM | Outstream | |
| - | SHOPPING_COMPARISON_LISTING_ADS | Shopping - Comparison Listing | |
| - | PROMOTED_HOTEL_ADS | Hotels - Property promotion | |
| - | VIDEO_RESPONSIVE | Responsive video ad | |
| - | VIDEO_EFFICIENT_REACH | Efficient reach | |
| - | SMART_CAMPAIGN_ADS | Smart | |
| Ad type | Other | <not supported - may be UNSPECIFIED or UNKNOWN> | - |
| Image ad | IMAGE_AD | Image ad | |
| Shopping ad | SHOPPING_PRODUCT_AD | Shopping ad | |
| Display ad | <not supported> | <not supported> | |
| Text ad | TEXT_AD | Text ad | |
| Third party ad | <not supported> | <not supported> | |
| Dynamic search ad | <not supported> | <not supported> | |
| Call only ad | CALL_AD | Call only ad | |
| Expanded text ad | EXPANDED_TEXT_AD | Expanded text ad | |
| Responsive ad | RESPONSIVE_DISPLAY_AD | Responsive display ad | |
| Showcase ad | <not supported> | <not supported> | |
| Goal-optimized Shopping ad | <not supported> | <not supported> | |
| Expanded dynamic search ad | EXPANDED_DYNAMIC_SEARCH_AD | Expanded dynamic search ad | |
| Gmail ad | GMAIL_AD | Gmail ad | |
| Responsive search ad | RESPONSIVE_SEARCH_AD | Responsive search ad | |
| Responsive display ad | <not supported> | <not supported> | |
| Universal app ad | APP_AD | Universal app ad | |
| unknown | UNKNOWN | unknown | |
| - | UNSPECIFIED | Unspecified | |
| - | HOTEL_AD | Hotel listing ad | |
| - | SHOPPING_SMART_AD | Smart Shopping ad | |
| - | VIDEO_AD | Video Ad | |
| - | LEGACY_RESPONSIVE_DISPLAY_AD | Legacy responsive display ad | |
| - | LEGACY_APP_INSTALL_AD | Legacy app install ad | |
| - | LOCAL_AD | Local ad | |
| - | HTML5_UPLOAD_AD | HTML5 ad | |
| - | DYNAMIC_HTML5_AD | Dynamic HTML5 ad | |
| - | APP_ENGAGEMENT_AD | App engagement ad | |
| - | SHOPPING_COMPARISON_LISTING_AD | Shopping comparison list ad | |
| - | VIDEO_BUMPER_AD | Bumper ad | |
| - | VIDEO_NON_SKIPPABLE_IN_STREAM_AD | Non-skippable in-stream ad | |
| - | VIDEO_OUTSTREAM_AD | Outstream ad | |
| - | VIDEO_TRUEVIEW_DISCOVERY_AD | Discovery ad | |
| - | VIDEO_TRUEVIEW_IN_STREAM_AD | Skippable in-stream ad | |
| - | VIDEO_RESPONSIVE_AD | Responsive video ad | |
| - | SMART_CAMPAIGN_AD | Smart campaign ad | |
| Ad approval status | POLICY_APPROVAL_ STATUS_UNKNOWN | UNKNOWN | Unknown |
| Disapproved | DISAPPROVED | Disapproved | |
| Approved (limited) | APPROVED_LIMITED | Approved (limited) | |
| Approved | APPROVED | Approved | |
| - | AREA_OF_INTEREST_ONLY | Approved (limited all locations) | |
| Eligible | <not supported> | <not supported> | |
| Under review | <not supported> | <not supported> | |
| Site suspended | <not supported> | <not supported> | |
| Slot | Google search: Side | SEARCH_SIDE | Google search: Side |
| Google search: Top | SEARCH_TOP | Google search: Top | |
| Google search: Other | SEARCH_OTHER | Google search: Other | |
| Google Display Network | CONTENT | Google Display Network | |
| Search partners: Top | SEARCH_PARTNER_TOP | Search partners: Top | |
| Search partners: Other | SEARCH_PARTNER_OTHER | Search partners: Other | |
| Cross-network | MIXED | Cross-network | |
| blank | UNKNOWN | blank | |
| Device Preference | - | CONNECTED_TV | TV screens |
| - | DESKTOP | Desktop | |
| - | MOBILE | Mobile | |
| - | OTHER | Other | |
| - | TABLET | Tablet | |
| - | UNKNOWN | Unknown | |
| - | UNSPECIFIED | Unspecified | |
| Device | Devices streaming video content to TV screens | CONNECTED_TV | Devices streaming video content to TV screens |
| Computers | DESKTOP | Computers | |
| Mobile devices with full browsers | MOBILE | Mobile devices with full browsers | |
| - | OTHER | Other | |
| Tablets with full browsers | TABLET | Tablets with full browsers | |
| Other | UNKNOWN | Unknown | |
| Match type | Exact | EXACT | Exact |
| Phrase | PHRASE | Phrase | |
| Broad | BROAD | Broad | |
| - | UNKNOWN | Unknown | |
| Creative quality score Post-click quality score Search predicted CTR Historical search predicted CTR (text) Historical landing page quality score (text) Historical creative quality score (text) | blank | UNKNOWN | blank |
| Below average | BELOW_AVERAGE | Below average | |
| Average | AVERAGE | Average | |
| Above average | ABOVE_AVERAGE | Above average | |
| Click type | Headline | URL_CLICKS | Headline |
| Phone calls | CALLS | Phone calls | |
| Other | OTHER | Other | |
| Product plusbox offer | PRODUCT_EXTENSION_CLICKS | Product plusbox offer | |
| Sitelink | SITELINKS | Sitelink | |
| Shopping ad - Standard | PRODUCT_LISTING_AD_CLICKS | Shopping ad - Standard | |
| Driving direction | GET_DIRECTIONS | Driving direction | |
| Print offer | OFFER_PRINTS | Print offer | |
| Breadcrumbs | BREADCRUMBS | Breadcrumbs | |
| Manually dialed phone calls | CALL_TRACKING | Manually dialed phone calls | |
| Mobile phone calls | MOBILE_CALL_TRACKING | Mobile phone calls | |
| Get location details | LOCATION_EXPANSION | Get location details | |
| Show nearby locations | STORE_LOCATOR | Show nearby locations | |
| Mobile app extension | <not supported> | <not supported> | |
| Shopping ad - Local | PRODUCT_LISTING_AD_LOCAL | Shopping ad - Local | |
| App engagement ad deep link | APP_DEEPLINK | App engagement ad deep link | |
| Shopping ad - MultiChannel Local | PRODUCT_LISTING_AD_MULTICHANNEL_ LOCAL | Shopping ad - MultiChannel Local | |
| Shopping ad - MultiChannel Online | PRODUCT_LISTING_AD_MULTICHANNEL_ ONLINE | Shopping ad - MultiChannel Online | |
| Shopping ad - Coupon | PRODUCT_LISTING_ADS_COUPON | Shopping ad - Coupon | |
| Shopping ad - Sell on Google | PRODUCT_LISTING_AD_TRANSACTABLE | Shopping ad - Sell on Google | |
| Shopping ad - App Deeplink | PRODUCT_AD_APP_DEEPLINK | Shopping ad - App Deeplink | |
| Shopping - Showcase - Category | SHOWCASE_AD_CATEGORY_LINK | Shopping - Showcase - Category | |
| Shopping - Showcase - Local storefront | SHOWCASE_AD_LOCAL_STOREFRONT_LINK | Shopping - Showcase - Local storefront | |
| Shopping - Showcase - Online product | SHOWCASE_AD_ONLINE_PRODUCT_LINK | Shopping - Showcase - Online product | |
| Shopping - Showcase - Local product | SHOWCASE_AD_LOCAL_PRODUCT_LINK | Shopping - Showcase - Local product | |
| Price Extension | PRICE_EXTENSION | Price Extension | |
| Website | VIDEO_WEBSITE_CLICKS | Website | |
| Call-to-Action overlay | VIDEO_CALL_TO_ACTION_CLICKS | Call-to-Action overlay | |
| App store | VIDEO_APP_STORE_CLICKS | App store | |
| Cards | VIDEO_CARD_ACTION_HEADLINE_CLICKS | Cards | |
| End cap | VIDEO_END_CAP_CLICKS | End cap | |
| Click on engagement ad | CLICK_ON_ENGAGEMENT_AD | Click on engagement ad | |
| Map | LOCATION_FORMAT_MAP | Map | |
| Go to landing page | LOCATION_FORMAT_LANDING_PAGE | Go to landing page | |
| Go to store info | LOCATION_FORMAT_STORE_INFO | Go to store info | |
| Directions | LOCATION_FORMAT_DIRECTIONS | Directions | |
| Call | LOCATION_FORMAT_CALL | Call | |
| Text | LOCATION_FORMAT_TEXT | Text | |
| Image(s) | LOCATION_FORMAT_IMAGE | Image(s) | |
| Broadband Plan | BROADBAND_PLAN | Broadband Plan | |
| Wireless Plan | WIRELESS_PLAN | Wireless Plan | |
| Visual Sitelinks | VISUAL_SITELINKS | Visual Sitelinks | |
| Promotion Extension | PROMOTION_EXTENSION | Promotion Extension | |
| Ad Headline | SWIPEABLE_GALLERY_AD_HEADLINE | Ad Headline | |
| Swipes | SWIPEABLE_GALLERY_AD_SWIPES | Swipes | |
| See More | SWIPEABLE_GALLERY_AD_SEE_MORE | See More | |
| Sitelink 1 | SWIPEABLE_GALLERY_AD_SITELINK_ONE | Sitelink 1 | |
| Sitelink 2 | SWIPEABLE_GALLERY_AD_SITELINK_TWO | Sitelink 2 | |
| Sitelink 3 | SWIPEABLE_GALLERY_AD_SITELINK_THREE | Sitelink 3 | |
| Sitelink 4 | SWIPEABLE_GALLERY_AD_SITELINK_FOUR | Sitelink 4 | |
| Sitelink 5 | SWIPEABLE_GALLERY_AD_SITELINK_FIVE | Sitelink 5 | |
| Hotel price | HOTEL_PRICE | Hotel price | |
| Hotel Book-on-Google room selection | HOTEL_BOOK_ON_GOOGLE_ROOM_ SELECTION | Hotel Book-on-Google room selection | |
| Maps Pin Clicks | <not supported> | <not supported> | |
| unknown | UNKNOWN | Unknown | |
| - | SHOPPING_COMPARISON_LISTING | Shopping - Comparison Listing | |
| Image extension | UNKNOWN | Unknown | |
| Conversion category | Download | DOWNLOAD | Download |
| Note that Adwords "Lead" value was split into multiple conversion types | Lead | LEAD | Lead |
| Purchase/Sale | PURCHASE | Purchase/Sale | |
| Signup | SIGNUP | Signup | |
| Page view | PAGE_VIEW | Page view | |
| Other | DEFAULT | Other | |
| - | ADD_TO_CART | Add to cart | |
| - | BEGIN_CHECKOUT | Begin checkout | |
| - | SUBSCRIBE_PAID | Subscribe | |
| - | PHONE_CALL_LEAD | Phone call lead | |
| - | IMPORTED_LEAD | Imported lead | |
| - | SUBMIT_LEAD_FORM | Submit lead form | |
| - | BOOK_APPOINTMENT | Book appointment | |
| - | REQUEST_QUOTE | Request quote | |
| - | OUTBOUND_CLICK | Outbound click | |
| - | CONTACT | Contact | |
| - | ENGAGEMENT | Engagement | |
| - | STORE_VISIT | Store visit | |
| - | STORE_SALE | Store sale | |
| External conversion source | Website | WEBPAGE | Website |
| Analytics | ANALYTICS | Analytics | |
| Import from clicks | UPLOAD | Import from clicks | |
| Calls from ads | AD_CALL_METRICS | Calls from ads | |
| Offers | OFFERS | Offers | |
| Engagement ads | ENGAGEMENT | Engagement ads | |
| Calls from website | WEBSITE_CALL_METRICS | Calls from website | |
| Store visits | STORE_VISITS | Store visits | |
| Android in-app action | ANDROID_IN_APP | Android in-app action | |
| Android app install (from Google Play) | ANDROID_DOWNLOAD | Android app install (from Google Play) | |
| iOS in-app action | IOS_IN_APP | iOS in-app action | |
| iOS app install (first open) | IOS_FIRST_OPEN | iOS app install (first open) | |
| Mobile app | APP_UNSPECIFIED | Mobile app | |
| Android app install (first open) | ANDROID_FIRST_OPEN | Android app install (first open) | |
| Import from calls | UPLOAD_CALLS | Import from calls | |
| Firebase | FIREBASE | Firebase | |
| Phone number clicks | CLICK_TO_CALL | Phone number clicks | |
| Salesforce.com | SALESFORCE | Salesforce.com | |
| Store sales (data partner) | STORE_SALES_CRM | Store sales (data partner) | |
| Store sales (automated) | STORE_SALES_PAYMENT_NETWORK | Store sales (automated) | |
| Google Play | GOOGLE_PLAY | Google Play | |
| Third-party app analytics | THIRD_PARTY_APP_ANALYTICS | Third-party app analytics | |
| Google Attribution | GOOGLE_ATTRIBUTION | Google Attribution | |
| Store sales (direct upload) | STORE_SALES_DIRECT_UPLOAD | Store sales (direct upload) | |
| Other | UNKNOWN | Other | |
| - | STORE_SALES | Store sales | |
| - | SEARCH_ADS_360 | Search Ads 360 | |
| - | GOOGLE_HOSTED | Google hosted | |
| - | FLOODLIGHT | Floodlight | |
| - | ANALYTICS_SEARCH_ADS_360 | Analytics (SA360) | |
| - | FIREBASE_SEARCH_ADS_360 | Firebase (SA360) | |
| Ad format preference (multi asset responsive display) | DISPLAY_AD_FORMAT_ SETTING_UNKNOWN | UNKNOWN | DISPLAY_AD_FORMAT_ SETTING_UNKNOWN |
| All formats | ALL_FORMATS | All formats | |
| None native | NON_NATIVE | None native | |
| Native | NATIVE | Native | |
| Target impression share (location) | - | UNKNOWN | ABSOLUTE_TOP_OF_PAGE |
| - | ANYWHERE_ON_PAGE | Anywhere on page | |
| - | TOP_OF_PAGE | Top of page | |
| - | ABSOLUTE_TOP_OF_PAGE | Absolute top of page | |
| Gender | Male | MALE | Male |
| Female | FEMALE | Female | |
| Undetermined | UNDETERMINED | Undetermined | |
| - | UNKNOWN | Unknown |