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Google Ads migration reference: Field value mapping

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 NameCurrent display value (AdWords)Google Ads API value
New display value
NetworkunknownUNKNOWNunknown

Search Network
SEARCHSearch Network

Display NetworkCONTENTDisplay Network

YouTube SearchYOUTUBE_SEARCH
YouTube Search

YouTube Videos
YOUTUBE_WATCHYouTube Videos

Cross-networkMIXEDCross-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 compatibilityGoogle Search-Google Search
Search Partners-Search Partners

Display Network-Display Network

YouTube Search-YouTube Search

YouTube Videos-YouTube Videos

Cross-network-Cross-network




Campaign statusunknownUNKNOWNunknown

enabledENABLEDenabled

pausedPAUSEDpaused

removedREMOVEDremoved




Ad group statusunknownUNKNOWNunknown

enabledENABLEDenabled

pausedPAUSEDpaused

removedREMOVEDremoved




Ad StatusunknownUNKNOWNunknown

enabledENABLEDenabled

pausedPAUSEDpaused

removedREMOVEDremoved




Keyword StatusunknownUNKNOWNunknown

enabledENABLEDenabled

pausedPAUSEDpaused

removedREMOVEDremoved




Serving statuseligibleSERVINGeligible

noneNONEnone

endedENDEDended

pendingPENDINGpending

suspendedSUSPENDED
suspended

-UNKNOWNUnknown




App campaign app store
-UNSPECIFIEDUnspecified

-UNKNOWNUnknown

-APPLE_APP_STOREiOS

-GOOGLE_APP_STOREAndroid




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_BUSINESSBusiness location

-AFFILIATEAffiliate location




Advertising channel type
Unknown
UNKNOWNUnknown

SearchSEARCHSearch

DisplayDISPLAYDisplay

ShoppingSHOPPINGShopping

VideoVIDEOVideo

Multi Channel
MULTI_CHANNEL
Multi Channel

Express<not supported>
<not supported>

-HOTELHotel

-LOCALLocal

-SMARTSmart

-UNSPECIFIED
Unspecified

-PERFORMANCE_MAXPerformance max




Advertising channel sub-type
UnknownUNKNOWN

Search Mobile AppSEARCH_MOBILE_APP
Search Mobile App

Display Mobile AppDISPLAY_MOBILE_APP
Display Mobile App

Search ExpressSEARCH_EXPRESS
Search Express

Display ExpressDISPLAY_EXPRESS
Display Express

Universal App CampaignAPP_CAMPAIGN
App campaign

Smart Display CampaignDISPLAY_SMART_CAMPAIGN
Smart Display Campaign

Shopping Campaign (goal-optimized)<not supported>
<not supported>

Gmail Ad campaignDISPLAY_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
cpcMANUAL_CPC
cpc

cpvMANUAL_CPV
cpv

cpmMANUAL_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

unknownUNKNOWN
Unknown

-COMMISSION
Commission

-ENHANCED_CPC
Enhanced CPC

-PERCENT_CPC
CPC%

-TARGET_CPM
Target CPM

-TARGET_IMPRESSION_SHARE
Target Impression Share




Budget statusEnabledENABLEDEnabled

Removed
REMOVEDRemoved

unknown
UNKNOWNunknown




Budget period-UNSPECIFIEDUnspecified

-UNKNOWNUnknown

day
DAILYday

-CUSTOM_PERIODCustom period




Budget delivery method-UNSPECIFIEDUnspecified

-UNKNOWNUnknown

StandardSTANDARDStandard

-ACCELERATEDAccelerated




Ad group typeStandard
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 typeOther
<not supported - may be UNSPECIFIED or UNKNOWN>-

Image ad
IMAGE_AD
Image ad

Shopping adSHOPPING_PRODUCT_AD
Shopping ad

Display ad
<not supported>
<not supported>

Text adTEXT_AD
Text ad

Third party ad<not supported>
<not supported>

Dynamic search ad<not supported>
<not supported>

Call only adCALL_AD
Call only ad

Expanded text adEXPANDED_TEXT_AD
Expanded text ad

Responsive adRESPONSIVE_DISPLAY_AD
Responsive ad

Showcase ad<not supported>
<not supported>

Goal-optimized Shopping ad<not supported>
<not supported>

Expanded dynamic search adEXPANDED_DYNAMIC_SEARCH_AD
Expanded dynamic search ad

Gmail adGMAIL_AD
Gmail ad

Responsive search adRESPONSIVE_SEARCH_AD
Responsive search ad

Responsive display ad<not supported>
<not supported>

Universal app adAPP_AD
Universal app ad

unknown
UNKNOWN
unknown

-UNSPECIFIEDUnspecified

-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 statusPOLICY_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>




SlotGoogle 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
MIXEDCross-network

blankUNKNOWNblank




Device Preference-CONNECTED_TV
TV screens

-DESKTOP
Desktop

-MOBILE
Mobile

-OTHER
Other

-TABLET
Tablet

-UNKNOWN
Unknown

-UNSPECIFIED
Unspecified




DeviceDevices 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

OtherUNKNOWN
Unknown




Match typeExactEXACT
Exact

Phrase
PHRASE
Phrase

BroadBROAD
Broad

-UNKNOWNUnknown




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
UNKNOWNblank
Below average
BELOW_AVERAGE
Below average
Average
AVERAGE
Average
Above average
ABOVE_AVERAGE
Above average










Click typeHeadline
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

TextLOCATION_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




Conversion categoryDownload
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 sourceWebsite
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
UNKNOWNDISPLAY_AD_FORMAT_
SETTING_UNKNOWN

All formats
ALL_FORMATSAll formats 

None native
NON_NATIVENone native

NativeNATIVENative




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




GenderMaleMALEMale

FemaleFEMALEFemale

UndeterminedUNDETERMINEDUndetermined

-UNKNOWNUnknown

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