Every metric Medialake reports for Google Ads, the Google field it comes from, and which metrics we derive ourselves.
Metrics are read per ad for traditional campaigns and per asset group for Performance Max campaigns. We capture them at a lifetime level and in weekly buckets (Google's segments.week), building a week-by-week history for trends over time. These metrics power the Performance dashboards and reports in Medialake.
All Google fields below are documented on Google's metrics field reference (one shared page — Google doesn't publish per-field pages). Metrics marked derived are calculated by Medialake from Google's base fields rather than read from the API.
Metrics
Each metric name links to Google's own definition of that metric; the field column links to the technical API reference.
Medialake metric | Google Ads field | Notes |
How often the ad was shown | ||
Conversions across your primary conversion actions, as recorded by your Google Ads conversion setup | ||
Clicks ÷ impressions | ||
Average conversions per ad interaction | ||
Total spend | Google reports cost in millionths of a currency unit; stored in your account's currency | |
Average amount charged per click | ||
Conversion value ÷ cost | ||
derived — cost ÷ conversions | Calculated by Medialake | |
derived — cost ÷ impressions × 1,000 | Calculated by Medialake | |
Currency | The account's billing currency |
Currency conversion
Spend-based metrics (total spend, CPC, CPM, CPA, return on ad spend) are recorded in your account's native currency, and additionally converted to USD so spend can be compared across accounts and markets:
Lifetime figures are converted using the monthly exchange rate for the month the ad started. For ads that run across many months, the whole lifetime spend is converted at that single rate, so USD figures are an approximation — the longer the ad runs, the more currency movement can drift from the actual billed amounts.
Weekly buckets are converted using the exchange rate for the start of that week, making them the more accurate view over time.
The exact rate applied and its date are stored alongside every record, so any converted number can be traced back to its native value.
Comparing with the Google Ads UI
Numbers can differ slightly from what you see in Google Ads. The usual reasons: Google restates conversions as late conversions arrive — conversion windows can run up to 90 days — so Medialake re-syncs a rolling window of recent weeks and those numbers update over time; the Google Ads UI defaults to specific date ranges while Medialake captures lifetime figures plus weekly history; and derived metrics (CPA, CPM) are computed from the base fields, which can round differently from the UI. If a number looks off, check the date range first.
Further reading (Google documentation)
Metrics field reference — Google's definition of every metrics field
Ad group ad fields — the ad-level resource metrics attach to
Asset group fields — the Performance Max resource metrics attach to
About conversion windows — why recent conversion numbers change
Data Mapping — the objects these metrics attach to
Questions about a specific metric? Contact [email protected].