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Data Library Field Mapping - Keyword Performance

Overview

This document describes how the columns from search ad platforms are mapped to the keyword_performance Alli Data Library Report.

Platforms include:

  • Google Ads

  • Microsoft Bing

  • Apple Search Ads

To understand which Alli Data Datasources are used within the keyword_performance report, see the following link: Report Diagrams | keyword_performance & https://agencypmg.atlassian.net/wiki/spaces/PTD/whiteboard/3019145323

The value N/A identifies that the platform does not have a mapping for the corresponding column.

Column

Description

Dimensions / Metrics / Categorizations

Platform UI Name Mapping

Platform API Mapping

id

The Internal Alli Id of the Record

N/A

N/A

N/A

source

The Source Table of Row

N/A

N/A

N/A

date

The Date of Performance Data

Dimensions

CODE 
{
'google ads': 'Date',
'microsoft ads': 'Date'
'apple search ads': 'Date'
}
CODE 
{
'google ads': 'date',
'microsoft ads': 'TimePeriod'
'apple search ads': 'date'
}

core_media_channel

The channel that the platform is a part of

Categorization

N/A

N/A

platform

The Platform the Keyword belongs to (Hard Coded)

Dimensions

N/A

CODE 
{
'google ads': 'Google Ads',
'microsoft ads': 'Microsoft Bing',
'apple search ads': 'Apple Search Ads'
}

publisher_platform

The Publisher Platform on where the Keyword Delivered Ads

For Twitter Ads, there are Datasources that pull data from Ads on Twitter and the Twitter Audience Network which is hardcoded into this column.

Dimensions

CODE 
{
'google ads': 'Networks',
'microsoft ads': 'Ad Distribution',
'apple search ads': 'N/A'
}

CODE 
{
'google ads': 'ad_network_type',
'microsoft ads': 'AdDistribution',
'apple search ads': 'N/A'
}

account_id

The Ad Account Identifier

Dimensions

CODE 
{
'google ads': 'Account ID',
'microsoft ads': 'Account ID',
'apple search ads': 'Account'
}
CODE 
{
'google ads': 'customer_id',
'microsoft ads': 'accountid',
'apple search ads': 'accountid'
}

account_name

The Ad Account Name

Dimensions

CODE 
{
'google ads': 'Account',
'microsoft ads': 'Account name',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'customer_name',
'microsoft ads': 'AccountName',
'apple search ads': 'accountname'
}

campaign_id

The Campaign Identifier

Dimensions

CODE 
{
'google ads': 'Campaign ID',
'microsoft ads': 'Campaign ID',
'apple search ads': 'Campaign Id'
}
CODE 
{
'google ads': 'campaign_id',
'microsoft ads': 'campaignid',
'apple search ads': 'campaignid'
}

campaign_name

The Campaign Name

Dimensions

CODE 
{
'google ads': 'Campaign',
'microsoft ads': 'Campaign',
'apple search ads': 'Campaign Name'
}
CODE 
{
'google ads': 'campaign_name',
'microsoft ads': 'campaignname',
'apple search ads': 'campaignname'
}

campaign_status

The Current Campaign Status

Dimensions

CODE 
{
'google ads': 'Campaign status',
'microsoft ads': 'Status',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'campaign_status',
'microsoft ads': 'campaignstatus',
'apple search ads': 'N/A'
}

campaign_type

The Campaign Type

Dimensions

CODE 
{
'google ads': 'Campaign type',
'microsoft ads': 'Campaign type',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'campaign_advertising_channel_type',
'microsoft ads': 'campaigntype',
'apple search ads': 'N/A'
}

campaign_objective

The Objective of the Campaign

Dimensions

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

campaign_daily_budget

The Daily Budget of the Campaign

Metrics

CODE 
{
'google ads': 'Budget',
'microsoft ads': 'Budget'
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'campaign_budget_amount',
'microsoft ads': 'dailybudget',
'apple search ads': 'N/A'
}

campaign_start_date

The Campaign Start Date

Dimensions

CODE 
{
'google ads': 'Campaign start date',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'campaign_start_date',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

campaign_end_date

The Campaign End Date

Dimensions

CODE 
{
'google ads': 'Campaign end date',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'campaign_end_date',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

adgroup_id

The Adgroup Identifier

Dimensions

CODE 
{
'google ads': 'Ad group ID',
'microsoft ads': 'Ad group ID',
'apple search ads': 'Ad Group Id'
}
CODE 
{
'google ads': 'ad_group_id',
'microsoft ads': 'adgroupid',
'apple search ads': 'adgroupid'
}

adgroup_name

The Adgroup Name

Dimensions

CODE 
{
'google ads': 'Ad group',
'microsoft ads': 'Ad group',
'apple search ads': 'Ad Group Name'
}
CODE 
{
'google ads': 'ad_group_name',
'microsoft ads': 'adgroupname',
'apple search ads': 'adgroupname'
}

adgroup_type

The Adgroup Type

Dimensions

CODE 
{
'google ads': 'type',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'ad_group_type',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

adgroup_status

The Current Adgroup Status

Dimensions

CODE 
{
'google ads': 'Status (under Ad group tab)',
'microsoft ads': 'Status: All ad groups',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'ad_group_status',
'microsoft ads': 'status',
'apple search ads': 'N/A'
}

keyword_id

The Keyword Identifier

Dimensions

CODE 
{
'google ads': 'Keyword ID',
'microsoft ads': 'Keyword ID',
'apple search ads': 'Keyword ID'
}
CODE 
{
'google ads': 'ad_group_criterion_criterion_id',
'microsoft ads': 'keywordid',
'apple search ads': 'keywordid'
}

keyword_name

The Keyword Name

Dimensions

CODE 
{
'google ads': 'Keyword',
'microsoft ads': 'Keyword',
'apple search ads': 'Keyword'
}
CODE 
{
'google ads': 'keyword_text',
'microsoft ads': 'keyword',
'apple search ads': 'keyword'
}

keyword_status

Th Current Keyword Status

Dimensions

CODE 
{
'google ads': 'Status',
'microsoft ads': 'Status',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'criterion_status',
'microsoft ads': 'keywordstatus',
'apple search ads': 'N/A'
}

is_negative

Whether the Keyword is a Negative Keyword

Dimensions

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'ad_group_criterion_negative',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

keyword_match_type

The Type of Keyword Matching, including Broad Match, Phrase Match, and Exact Match

Dimensions

CODE 
{
'google ads': 'Match Type',
'microsoft ads': 'Match Type',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'keyword_match_type',
'microsoft ads': 'bidmatchtype',
'apple search ads': 'N/A'
}

final_url

The URL Address of the Webpage that People Reach after They Click the Ad

Dimensions

CODE 
{
'google ads': 'Final URL',
'microsoft ads': 'Final URL',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'ad_group_criterion_final_urls',
'microsoft ads': 'finalurl',
'apple search ads': 'N/A'
}

keyword_destination_url

The Destination URL of the Keyword

Dimensions

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'N/A',
'microsoft ads': 'DestinationUrl',
'apple search ads': 'N/A'
}

bid_strategy_type

The Strategy Type of Bidding Action

Dimensions

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'Bid Strategy Type',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'N/A',
'microsoft ads': 'bidstrategytype',
'apple search ads': 'N/A'
}

enhanced_cpc_enabled

Whether Enhanced CPC (ECPC) Bidding Strategy is Enabled

Dimensions

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'manual_cpc_enhanced_cpc_enabled',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

cpc_bid

How Much to Pay for Each Click on the Ad

Metrics

CODE 
{
'google ads': 'Max. CPC',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'ad_group_criterion_cpc_bid',
'microsoft ads': 'CurrentMaxCpc',
'apple search ads': 'N/A'
}

quality_score

The Quality Score of the Keyword

Metrics

CODE 
{
'google ads': 'Quality Score',
'microsoft ads': 'Qual. score',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'quality_info_quality_score',
'microsoft ads': 'qualityscore',
'apple search ads': 'N/A'
}

item_line_id

The Line Item Identifier

Dimensions

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

item_line_name

The Line Item Name

Dimensions

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

channel

The Default Alli Data Library Channel (Hard Coded Value)

If you would like to change the Channel associated with the Campaign please see the following document: How to reclassify media channel data in ADL

Dimensions

N/A

CODE 
{
'google ads': 'SEARCH',
'microsoft ads': 'SEARCH',
'apple search ads': 'SEARCH'
}

audience_strategy

The Strategy Towards the Audience

Categorization

N/A

N/A

audience_type

The Type of the Audience

Categorization

N/A

N/A

marketing_objective

The Objective of the Marketing Tactic

Categorization

N/A

N/A

geo

The Geographic Info

Categorization

N/A

N/A

query_type

Query Type

Categorization

N/A

N/A

funnel

Marketing Funnel

Categorization

N/A

N/A

impressions

Impressions

Metrics

CODE 
{
'google ads': 'Impr.',
'microsoft ads': 'Impr.',
'apple search ads': 'Impressions'
}
CODE 
{
'google ads': 'impressions',
'microsoft ads': 'impressions',
'apple search ads': 'impressions'
}

clicks

Clicks

Metrics

CODE 
{
'google ads': 'Clicks',
'microsoft ads': 'Clicks',
'apple search ads': 'Taps'
}
CODE 
{
'google ads': 'clicks',
'microsoft ads': 'clicks',
'apple search ads': 'taps'
}

landing_page_views

The Number of Landing Page Views

Metrics

N/A

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

reach

Reach

Metrics

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

conversions

The Number of Conversions

Metrics

CODE 
{
'google ads': 'Conversions',
'microsoft ads': 'Conv.',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'conversions',
'microsoft ads': 'conversions',
'apple search ads': 'N/A'
}

conversions_value

The Value associated with Conversions

Metrics

CODE 
{
'google ads': 'Conv. value',
'microsoft ads': 'Revenue',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'conversions_value',
'microsoft ads': 'revenue',
'apple search ads': 'N/A'
}

purchase_conversions

The Number of Purchase Conversions

Metrics

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

purchase_conversions_value

The Value associated with the Purchase Conversions

Metrics

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

add_to_cart_conversions

The Number of Add To Cart Conversions

Metrics

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

add_to_cart_conversions_value

The Value associated with the Add to Cart Conversions

Metrics

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

app_install_conversions

The Number of App Install Conversions

Metrics

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

app_install_conversions_value

The Value associated with App Install Conversions.

Metrics

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

sign_up_conversions

The Number of Sign Up Conversions

Metrics

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

sign_up_conversions_value

The Value associated with App Install Conversions

Metrics

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

total_conversions

The Total Number of Conversions

Metrics

CODE 
{
'google ads': 'All conv.',
'microsoft ads': 'conversions',
'apple search ads': 'installs'
}
CODE 
{
'google ads': 'all_conversions',
'microsoft ads': 'conversions',
'apple search ads': 'installs'
}

total_conversions_value

The Value associated with the Total Number of Conversions

Metrics

CODE 
{
'google ads': 'All conv. value',
'microsoft ads': 'Conv.',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'all_conversions_value',
'microsoft ads': 'revenue',
'apple search ads': 'N/A'
}

click_through_conversions

The Number of Click Through Conversions

Metrics

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

click_through_conversions_value

The Value associated with the Click Through Conversions

Metrics

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

view_through_conversions

The Number of View Through Conversions

Metrics

CODE 
{
'google ads': 'View-through conv.',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'view_through_conversions',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

view_through_conversions_value

The Value associated with the View Through Conversions

Metrics

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

video_starts

Video Starts

Metrics

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

video_views

Video Views

Metrics

CODE 
{
'google ads': 'Views',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'video_views',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

video_3s_watched

Video 3-Second Watched

Metrics

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

video_p25_watched

Video Completions - 25%

Metrics

CODE 
{
'google ads': 'Video played to 25%',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'video_views * video_quartile_p25_rate',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

video_p50_watched

Video Completions - 50%

Metrics

CODE 
{
'google ads': 'Video played to 50%',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'video_views * video_quartile_p50_rate',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

video_p75_watched

Video Completions - 75%

Metrics

CODE 
{
'google ads': 'Video played to 75%',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'video_views * video_quartile_p75_rate'
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

video_p95_watched

Video Completions - 95%

Metrics

CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'N/A',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

video_p100_watched

Video Completions

Metrics

CODE 
{
'google ads': 'Video played to 100%',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'video_views * video_quartile_p100_rate',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

impression_opportunities

The Potential Impressions that a Keyword could be Displayed

Metrics

CODE 
{
'google ads': 'Search impr. share',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'search_impression_share',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

abs_top_search_impression_opportunities

The Potential Impressions that a Keyword could be Displayed at the absolute top location (the very first ad above the organic search results).

Metrics

CODE 
{
'google ads': 'Search abs. top IS',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'estimated_eligible_impressions_at_x('absolute_top_impression_percentage', 'search_absolute_top_impression_share')',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

top_search_impressions

The Impressions that a Keyword could receive in the top location (anywhere above the organic search results).

Metrics

CODE 
{
'google ads': 'Search top IS',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'impressions_at_x('top_impression_percentage')',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}

abs_top_search_impressions

The Impressions that a Keyword could receive when shown as the very first ad above the organic search results.

Metrics

CODE 
{
'google ads': 'Impr. (Abs.Top) %',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
CODE 
{
'google ads': 'impressions_at_x('absolute_top_impression_percentage')',
'microsoft ads': 'N/A',
'apple search ads': 'N/A'
}
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