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Google Ads in Marketing Mix Modeling (MMM)

Sellforte uses Google Ads data to measure paid media delivery, spend, and attributed business outcomes. All outcomes are reported as conversions, and delivery context is provided using campaign, network, and geographic dimensions.

Google Ads outcomes

Use this dataset to measure campaign-level delivery, spend, and attributed conversion outcomes from Google Ads.

Dataset definition

Attributed conversion outcomes from Google Ads, combined with delivery and spend metrics at campaign level, used for marketing measurement and optimization.

Grain & sample

Each row represents one campaign per date, delivery country, and ad network type.

Example rows (illustrative):

date customer id campaign id campaign name country criterion id ad network type impressions clicks cost conversions conversion value
2025-01-01 123-456-7890 1111111111 Brand Search 2840 SEARCH 12 340 420 980.00 24 2 890.00
2025-01-01 123-456-7890 1111111111 Brand Search 2840 SEARCH 12 340 420 980.00 8 0.00
2025-01-02 123-456-7890 1111111111 Brand Search 2752 DISPLAY 10 980 360 820.00 19 2 120.00

Dimensions

  • date

  • customer id

  • customer currency code

  • campaign id

  • campaign name

  • campaign advertising channel type

  • campaign bidding strategy type

  • user location country criterion id

  • ad network type

Metrics

Delivery

  • impressions

  • clicks

  • interactions

Cost

  • cost micros

Outcomes

  • conversions

  • conversions value

  • all conversions

  • all conversions value

Source retrieval recipe

Source system: Google Ads
Extract type: Google Ads API (GAQL)

Required parameters

  • customer id

  • date range

  • account timezone (use consistently)

Dimensions queried

  • segments.date

  • customer.id

  • customer.currency_code

  • campaign.id

  • campaign.name

  • campaign.advertising_channel_type

  • campaign.bidding_strategy_type

  • user_location_view.country_criterion_id

  • segments.ad_network_type

Metrics queried

  • metrics.impressions

  • metrics.clicks

  • metrics.interactions

  • metrics.cost_micros

  • metrics.conversions

  • metrics.conversions_value

  • metrics.all_conversions

  • metrics.all_conversions_value

Derived modeling dimensions

Sellforte also supports business-specific modeling dimensions such as brand and product category. These dimensions are not typically provided as native fields by advertising platforms, so they need to be derived from other dimensions using one of the following approaches:

  • Account-based differentiation
    When separate Google Ads customer accounts are used for each brand or product category, Sellforte can derive these dimensions from customer account identifiers and include them as explicit columns.

  • Campaign naming conventions
    Brand or product category can be inferred from structured campaign names and included explicitly as columns in the extracted data.

  • Inline enrichment during data extraction
    Customers may add brand or product category columns as part of their API queries, SQL transformations, or export logic. Use brand and/or product_category as column names