Understanding your Google AdWords Schema

This tutorial provides an overview of the Google AdWords schema using Stitch’s Google AdWords integration. A full summary of each schema attribute is provided to enable you to better understand and use Google AdWords effectively for your marketing analytics. A schema is a collection of objects within a database, typically consisting of tables (defined below) and the relationships between those tables.

Note: The primary key in every table is denoted by 🔑. Some of the following tables contain nested data which may or may not be supported by your destination. More information on nested data can be found here. If you are interested in reading about other Stitch integrations, we have tutorials covering HubSpot schema, Salesforce schema, Intercom schema, Zendesk schema, and more

account_performance_report Table

The account_performance_report table contains all statistics aggregated by default at the account level.

AttributeDescription
🔑_sdc_primary_keyApplicable only if Stitch does not detect a Primary Key in the source table
dayThe day the record pertains to
_sdc_customer_idThe ID of the AdWords account that the record belongs to
_sdc_report_datetimeThe start time of the Stitch replication job that replicated this record
Custom FieldsAttributes/Segments/Metrics selected by you. For available columns, see Google’s documentation  

accounts Table

The accounts table contains high-level info about the Google AdWords account(s) you have connected to Stitch.

AttributeDescription
🔑customerIdThe ID of the AdWords account that the record belongs to
canManageClientsIndicates if the AdWords account can manage clients
currencyCodeThe currency code used by the AdWords account
dateTimeZoneThe local timezone used by the AdWords account
nameThe name used by the manager to refer to the client
testAccountIndicates if the managed customer’s account is a test account

ad_groups Table

The ad_groups table contains detailed information about your ad groups.

AttributesDescription
🔑idThe ID of the ad group
adGroupTypeThe type of the ad group
baseAdGroupIdThe ID of the base ad group from which the draft/trial ad group was created. Can be NULL
baseCampaignIdThe ID of the base campaign from which the draft/trial ad group was created
campaignIdThe ID of the campaign associated with the ad group
campaignNameThe name of the campaign associated with the ad group
customerIdThe ID of the AdWords account that the record belongs to
labelsDetails about the labels applied to the ad.

(This is a nested table, and if your doesn’t support nested data, this may be denested into a subtable named ad_groups_labels)

AttributeDescription
🔑_sdc_source_key_idThe ID of the ad group
🔑_sdc_level_0_idThis column forms part of a composite key for the table
🔑idThe ID of the label applied to the ad
nameName of the label applied to the ad
statusThe status of the label applied to the ad
attribute_backgroundColorThe background color of the label in RGB format
nameThe name of the ad group
statusThe status of the ad group
settingsDetails about the settings defined for the ad group.

(This is a nested table, and if your doesn’t support nested data, this may be denested into a subtable named ad_groups_settings)

AttributeDescription
🔑_sdc_source_key_idThe ID of the ad group
🔑_sdc_level_0_idThis column forms part of a composite key for the table
optInIndicates the Opt In setting for the Display Campaign Optimizer
Setting.TypeIndicates that this instance is a subtype of Setting
detailsContains details about the settings applied to the ad group

ad_performance_report Table

The ad_performance_report table contains all statistics aggregated at the ad level.

AttributeDescription
🔑_sdc_primary_keyApplicable only if Stitch does not detect a Primary Key in the source table
dayThe day the record pertains to
_sdc_customer_idThe ID of the AdWords account that the record belongs to
_sdc_report_datetimeThe start time of the Stitch replication job that replicated this record
Custom FieldsAttributes/Segments/Metrics selected by you. For available columns, see Google’s documentation  

adgroup_performance_report Table

The adgroup_performance_report table contains all statistics aggregated at the ad group level.

AttributeDescription
🔑_sdc_primary_keyApplicable only if Stitch does not detect a Primary Key in the source table
dayThe day the record pertains to
_sdc_customer_idThe ID of the AdWords account that the record belongs to
_sdc_report_datetimeThe start time of the Stitch replication job that replicated this record
Custom FieldsAttributes/Segments/Metrics selected by you. For available columns, see Google’s documentation  

ads Table

The ads table contains comprehensive information about ads in ad groups in your Google AdWords account.  

AttributeDescription
🔑adGroupIdThe ID of the ad group containing the ad
adGroupAdDisapprovalReasonsThe list of disapproval reasons applicable to the ad.

(This is a nested table, and if your doesn’t support nested data, this may be denested into a subtable named ads_adGroupAdDisapprovalReasons)

AttributeDescription
🔑_sdc_source_key_adGroupIdThe ID of the ad group containing the ad
🔑_sdc_level_0_idThis column forms part of a composite key for the table
valueThe list of disapproval reasons
adGroupCreativeApprovalStatusThe approval status of the ad
baseAdGroupIdThe ID of the base ad group from which the draft/trial ad was created
baseCampaignIdThe ID of the base campaign from which the draft/trial ad was created
customerIdThe ID of the AdWords account that the record belongs to
policySummary_conbinedApprovalStatusThe approval status that combines review state and status
policySummary_reviewStateIndicates the progress in the review process
policySummary_denormalizedStatusThe overall review status based on the policy topic entries
policySummary_policyTopicEntriesSummary of policy findings for the ad
statusThe status of the ad
trademarksThe trademarked items that were found in the ad.

(This is a nested table, and if your doesn’t support nested data, this may be denested into a subtable named ads_trademarks)

AttributeDescription
🔑_sdc_source_key_adGroupIdThe ID of the ad group containing the ad
🔑_sdc_level_0_idThis column forms part of a composite key for the table
valueThe trademarked items that were found in the ad
trademarkDisapprovedIndicates if the ad is not serving because it does not meet trademark policy

age_range_performance_report Table

The age_range_performance_report table contains all Display Network and YouTube Network statistics aggregated by age range

AttributeDescription
🔑_sdc_primary_keyApplicable only if Stitch does not detect a Primary Key in the source table
dayThe day the record pertains to
_sdc_customer_idThe ID of the AdWords account that the record belongs to
_sdc_report_datetimeThe start time of the Stitch replication job that replicated this record
Custom FieldsAttributes/Segments/Metrics selected by you. For descriptions of available columns, see Google’s documentation.

audience_performance_report Table

The audience_performance_report table contains performance data from interests and remarketing lists for Display Network and YouTube Network ads, and remarketing lists for search ads (RLSA), aggregated at the audience level.

AttributeDescription
🔑_sdc_primary_keyApplicable only if Stitch does not detect a Primary Key in the source table
dayThe day the record pertains to
_sdc_customer_idThe ID of the AdWords account that the record belongs to
_sdc_report_datetimeThe start time of the Stitch replication job that replicated this record
Custom FieldsAttributes/Segments/Metrics selected by you. For descriptions of available columns, see Google’s documentation.

call_metrics_call_details_report Table

The call_metrics_call_details_report table contains data for call tracking of call-only ads or call extensions.

AttributeDescription
🔑_sdc_primary_keyApplicable only if Stitch does not detect a Primary Key in the source table
dayThe day the record pertains to
_sdc_customer_idThe ID of the AdWords account that the record belongs to
_sdc_report_datetimeThe start time of the Stitch replication job that replicated this record
Custom FieldsAttributes/Segments/Metrics selected by you. For descriptions of available columns, see Google’s documentation.

campaign_performance_report Table

The campaign_performance_report table contains all statistics aggregated by default at the campaign level.

AttributeDescription
🔑_sdc_primary_keyApplicable only if Stitch does not detect a Primary Key in the source table
dayThe day the record pertains to
_sdc_customer_idThe ID of the AdWords account that the record belongs to
_sdc_report_datetimeThe start time of the Stitch replication job that replicated this record
Custom FieldsAttributes/Segments/Metrics selected by you. For descriptions of available columns, see Google’s documentation.

campaigns Table

The campaigns table contains detailed information about your Google AdWords campaigns.

AttributeDescription
🔑idThe ID of the campaign
adServingOptimizationStatusThe campaign’s ad serving optimization status
adversitingChannelTypeThe primary serving target for ads within the campaign
baseCampaignIdThe ID of the base campaign of the draft or trial campaign
conversionOptimizerEligibility_eligibleIndicates if the campaign is eligible to enter Conversion Optimizer
campaignTrialTypeIndicates the campaign type
customerIdThe ID of the AdWords account that the record belongs to
endDateThe date the campaign ends
frequencyCap_impressionsThe maximum number of impressions allowed during the time range by this cap
frequencyCap_timeUnitThe unit of time the cap is defined at
labels Labels attached to the campaign

Details about the labels applied to the ad.

(This is a nested table, and if your doesn’t support nested data, this may be denested into a subtable named campaigns_labels)

AttributeDescription
🔑_sdc_source_key_idThe ID of the ad group
🔑_sdc_level_0_idThis column forms part of a composite key for the table
🔑idThe ID of the label applied to the campaign
nameName of the label applied to the campaign
statusThe status of the label applied to the campaign
Label.TypeIndicates that this instance is a subtype of Label
attribute_backgroundColorThe background color of the label in RGB format
attribute_LabelAttribute.TypeIndicates that this instance is a subtype of LabelAttribute
attribute_descriptionThe description of the label
nameThe name of the campaign
networkSetting_targetGoogleSearchIndicates if the ads in the campaign will be served with Google.com search results
settings_languageCodeThe language code that indicates what language the domain’s content is in
settings_negativeGeoTargetTypeThe negative geotargeting setting used for the campaign
settings_Setting.TypeIndicates that this instance is a subtype of Setting
settings_positiveGeoTargetTypeThe positive geotargeting setting used for the campaign
settings_domainNameThe domain name that the settings represents
startDateThe date the campaign starts
statusThe status of the campaign

click_performance_report Table

The click_performance_report table contains statistics aggregated at each click level, and includes both valid and invalid clicks.

AttributeDescription
🔑_sdc_primary_keyApplicable only if Stitch does not detect a Primary Key in the source table
dayThe day the record pertains to
_sdc_customer_idThe ID of the AdWords account that the record belongs to
_sdc_report_datetimeThe start time of the Stitch replication job that replicated this record
Custom FieldsAttributes/Segments/Metrics selected by you. For descriptions of available columns, see Google’s documentation.

criteria_performance_report Table

The criteria_performane_report table contains statistics aggregated at the ad group critieria level.

AttributeDescription
🔑_sdc_primary_keyApplicable only if Stitch does not detect a Primary Key in the source table
dayThe day the record pertains to
_sdc_customer_idThe ID of the AdWords account that the record belongs to
_sdc_report_datetimeThe start time of the Stitch replication job that replicated this record
Custom FieldsAttributes/Segments/Metrics selected by you. For descriptions of available columns, see Google’s documentation.

display_keyword_performance_report Table

The display_keyword_performance_report table contains all Display Network and YouTube Network statistics aggregated at the keyword level.

AttributeDescription
🔑_sdc_primary_keyApplicable only if Stitch does not detect a Primary Key in the source table
dayThe day the record pertains to
_sdc_customer_idThe ID of the AdWords account that the record belongs to
_sdc_report_datetimeThe start time of the Stitch replication job that replicated this record
Custom FieldsAttributes/Segments/Metrics selected by you. For descriptions of available columns, see Google’s documentation.

display_topics_performance_report Table

The display_topics_performance_report table contains all Display Network and YouTube Network statistics aggregated at the topic level.

AttributeDescription
🔑_sdc_primary_keyApplicable only if Stitch does not detect a Primary Key in the source table
dayThe day the record pertains to
_sdc_customer_idThe ID of the AdWords account that the record belongs to
_sdc_report_datetimeThe start time of the Stitch replication job that replicated this record
Custom FieldsAttributes/Segments/Metrics selected by you. For descriptions of available columns, see Google’s documentation.

final_url_report Table

The final_url_report table contains all statistics aggregated at the final URL level.

AttributeDescription
🔑_sdc_primary_keyApplicable only if Stitch does not detect a Primary Key in the source table
dayThe day the record pertains to
_sdc_customer_idThe ID of the AdWords account that the record belongs to
_sdc_report_datetimeThe start time of the Stitch replication job that replicated this record
Custom FieldsAttributes/Segments/Metrics selected by you. For descriptions of available columns, see Google’s documentation.

gender_performance_report Table

The gender_performance_report table contains all statistics aggregated by gender.

AttributeDescription
🔑_sdc_primary_keyApplicable only if Stitch does not detect a Primary Key in the source table
dayThe day the record pertains to
_sdc_customer_idThe ID of the AdWords account that the record belongs to
_sdc_report_datetimeThe start time of the Stitch replication job that replicated this record
Custom FieldsAttributes/Segments/Metrics selected by you. For descriptions of available columns, see Google’s documentation.

geo_performance_report Table

The geo_performance_report table contains all statistics aggregated at the country/territory level.

AttributeDescription
🔑_sdc_primary_keyApplicable only if Stitch does not detect a Primary Key in the source table
dayThe day the record pertains to
_sdc_customer_idThe ID of the AdWords account that the record belongs to
_sdc_report_datetimeThe start time of the Stitch replication job that replicated this record
Custom FieldsAttributes/Segments/Metrics selected by you. For descriptions of available columns, see Google’s documentation.

keywordless_query_report Table

The keywordless_query_report table includes keywordless ads (dynamic search ads) statistics based on search terms.

AttributeDescription
🔑_sdc_primary_keyApplicable only if Stitch does not detect a Primary Key in the source table
dayThe day the record pertains to
_sdc_customer_idThe ID of the AdWords account that the record belongs to
_sdc_report_datetimeThe start time of the Stitch replication job that replicated this record
Custom FieldsAttributes/Segments/Metrics selected by you. For descriptions of available columns, see Google’s documentation.

keywords_performance_report Table

The keywords_performance_report table contains all statistics aggregated at the keyword level.

AttributeDescription
🔑_sdc_primary_keyApplicable only if Stitch does not detect a Primary Key in the source table
dayThe day the record pertains to
_sdc_customer_idThe ID of the AdWords account that the record belongs to
_sdc_report_datetimeThe start time of the Stitch replication job that replicated this record
Custom FieldsAttributes/Segments/Metrics selected by you. For descriptions of available columns, see Google’s documentation.

search_query_performance_report Table

The search_query_performance_report table contains all statistics aggregated at the search term level.

AttributeDescription
🔑_sdc_primary_keyApplicable only if Stitch does not detect a Primary Key in the source table
dayThe day the record pertains to
_sdc_customer_idThe ID of the AdWords account that the record belongs to
_sdc_report_datetimeThe start time of the Stitch replication job that replicated this record
Custom FieldsAttributes/Segments/Metrics selected by you. For descriptions of available columns, see Google’s documentation.

video_performance_report Table

The video_performance_report table contains statistics for your account’s upgraded AdWords for Video campaigns.

AttributeDescription
🔑_sdc_primary_keyApplicable only if Stitch does not detect a Primary Key in the source table
dayThe day the record pertains to
_sdc_customer_idThe ID of the AdWords account that the record belongs to
_sdc_report_datetimeThe start time of the Stitch replication job that replicated this record
Custom FieldsAttributes/Segments/Metrics selected by you. For descriptions of available columns, see Google’s documentation.

Resource

https://www.stitchdata.com/docs/integrations/saas/google-adwords#schema

About Patrick Gibson