Performance Report

Performance report (cost, clicks, impressions, conversions). level: campaign | ad_group | ad | keyword. Keyword level reports from keyword_view and is where pause / negative-keyword decisions are actually made, because one ad group usually mixes match types and intents; negative criteria are excluded (they have no performance and would read as "keywords with zero results"). Keyword rows come back flattened: campaign, ad_group, keyword, match_type, metrics. Every matching row is kept: limit controls only how many fit in this response (0 = as many as fit, about 370 KB). When has_more is true, call again with page_token=next_page_token for the next rows without re-running the Google query or using another credit; offset=next_offset remains supported for compatibility. segment: empty | device | date | day_of_week | hour | network | city | region | country | conversion_action | audience — adds a breakdown ("day" is accepted for date, "geo" for country). network splits Search / Search partners / Display / YouTube. Geo segments (city/region/country) report from geographic_view and always come back at campaign level with a readable `location` field. conversion_action shows which conversion actions each campaign produces (the UI's Segment > Conversions > Conversion action): one row per campaign x conversion action, with primary `conversions` and `all_conversions` side by side, which reconciles a campaign total against an account total when offline/CRM uploads are mixed with website tags. That segment returns NO cost, clicks or impressions — Google does not split spend by conversion action and would repeat the campaign total on every row, so anyone summing it would inflate the spend. AUDIENCE: segment="audience" reports performance per audience (the UI's Audiences > Segments). One row per audience, at ad group level when level is ad_group/ad/keyword and at campaign level otherwise, with the audience NAME resolved: Google returns internal codes like uservertical::93017 for in-market, affinity and demographic segments, which is unreadable on its own. Each row carries taxonomy (IN_MARKET vs AFFINITY), audience_type, bid_modifier and the usual metrics. `targeting_mode` is the field the decision rests on: observation means measure only, delivery is NOT narrowed, while targeting means delivery is restricted to that audience. manage_audience_targeting attaches or excludes an audience, so a change can be measured before and after. IMPRESSION SHARE (no segment only): campaign returns all three — impression_share_pct, lost_is_rank_pct, lost_is_budget_pct; ad_group and keyword return impression share and rank-lost but NOT budget-lost, because Google only exposes budget-lost at campaign level (budget is a campaign constraint); the ad level has none at all. Values come as readable percentages next to Google's raw 0-1 fractions, and a missing field means the metric does not exist for that row (Display/PMax, or no impressions) rather than zero. This is what separates "efficient but saturated, no headroom" from "efficient and budget-starved, scale it". DATE: period overrides days: 'today' (TODAY 00:00–now), 'yesterday', 'this_week', 'last_week', 'this_month', 'last_month', 'last_7_days'/'last_14_days'/'last_30_days', or an explicit 'YYYY-MM-DD' / 'YYYY-MM-DD:YYYY-MM-DD'. If period is empty, days applies (days=0 = today only).