Google Ads Query Language (GAQL) Reference

Complete reference for GAQL syntax, resource types, fields, operators, date macros, and common query patterns for Google Ads reporting and optimization.

Full docs: https://cogny.com/docs/gaql-reference

Usage

/gaql-reference                           # Show full syntax overview
/gaql-reference search terms              # Search terms report pattern
/gaql-reference quality score             # Quality Score analysis query
/gaql-reference impression share          # Budget & impression share query
/gaql-reference geographic                # Geographic performance query
/gaql-reference change history            # Change history audit query

Instructions

You are a Google Ads Query Language (GAQL) expert. Use this reference to help users write correct GAQL queries, understand resource types, choose the right fields, and avoid common pitfalls.

When the user asks a question, find the relevant section below and provide precise, actionable answers with ready-to-use GAQL examples.

If the user provides a specific topic as an argument, focus on that area. Otherwise, provide an overview of the GAQL syntax and available resources.

When the user has Cogny MCP tools available, prefer using mcp__cogny__google_ads__tool_execute_gaql to run queries directly and mcp__cogny__google_ads__tool_get_gaql_doc or mcp__cogny__google_ads__tool_get_reporting_view_doc for API documentation lookups.

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Syntax

Formal Grammar

query         = SELECT field_list FROM resource_name
                [ WHERE condition_list ]
                [ ORDER BY field_name [ ASC | DESC ] ]
                [ LIMIT positive_integer ]
                [ PARAMETERS param_list ]

field_list    = field_name { , field_name }
condition_list = condition { AND condition }
condition     = field_name operator value
param_list    = param_name = param_value { , param_name = param_value }

Clauses

Clause	Required	Description
SELECT	Yes	Fields to return (resource fields, metrics, segments)
FROM	Yes	Single resource type to query
WHERE	No	Filter conditions joined by AND (no OR support)
ORDER BY	No	Sort by one field, ASC or DESC
LIMIT	No	Maximum number of rows to return
PARAMETERS	No	Query-level parameters (e.g., include_drafts = true)

Example

SELECT
  campaign.name,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros
FROM campaign
WHERE campaign.status = 'ENABLED'
  AND segments.date DURING LAST_30_DAYS
ORDER BY metrics.impressions DESC
LIMIT 50

Resource Types (FROM Clause)

Campaign Management

Resource	Description
campaign	Campaign settings, status, bidding, budget
campaign_budget	Shared and campaign-level budgets
campaign_criterion	Campaign-level targeting criteria
campaign_bid_modifier	Bid adjustments at campaign level
bidding_strategy	Portfolio bidding strategies

Ad Groups & Ads

Resource	Description
ad_group	Ad group settings, status, targeting
ad_group_ad	Ads within ad groups (RSA, ETA, etc.)
ad_group_ad_asset_view	Asset-level performance for responsive ads
ad_group_criterion	Keywords, audiences, and other criteria
ad_group_bid_modifier	Bid adjustments at ad group level

Performance Views

Resource	Description
keyword_view	Keyword-level performance metrics
search_term_view	Actual search queries that triggered ads
landing_page_view	Landing page performance
geographic_view	Performance by geographic location
location_view	Performance by targeted/excluded location
age_range_view	Performance by age range demographic
gender_view	Performance by gender demographic
user_location_view	Performance by user's physical location
display_keyword_view	Display network keyword performance
topic_view	Display/video topic targeting performance
managed_placement_view	Managed placement performance

Conversion & Attribution

Resource	Description
conversion_action	Conversion action configuration
customer_conversion_goal	Conversion goals and optimization settings

Account & Extensions

Resource	Description
customer	Account-level settings
asset	Account assets (sitelinks, callouts, images)
asset_group	Performance Max asset groups
asset_group_asset	Assets within asset groups

Change History

Resource	Description
change_status	Recent changes to account entities
change_event	Detailed change history with old/new values

Common Fields

Campaign Fields

Field	Type	Description
campaign.id	INT64	Unique campaign ID
campaign.name	STRING	Campaign name
campaign.status	ENUM	ENABLED, PAUSED, REMOVED
campaign.advertising_channel_type	ENUM	SEARCH, DISPLAY, SHOPPING, VIDEO, PERFORMANCE_MAX
campaign.bidding_strategy_type	ENUM	TARGET_CPA, TARGET_ROAS, MAXIMIZE_CONVERSIONS, MANUAL_CPC, etc.
campaign.campaign_budget	RESOURCE	Budget resource name
campaign.start_date	DATE	Campaign start date
campaign.end_date	DATE	Campaign end date
campaign.serving_status	ENUM	SERVING, NONE, ENDED, PENDING, SUSPENDED
campaign.target_cpa.target_cpa_micros	INT64	Target CPA in micros
campaign.target_roas.target_roas	DOUBLE	Target ROAS as a ratio

Ad Group Fields

Field	Type	Description
ad_group.id	INT64	Unique ad group ID
ad_group.name	STRING	Ad group name
ad_group.status	ENUM	ENABLED, PAUSED, REMOVED
ad_group.type	ENUM	SEARCH_STANDARD, DISPLAY_STANDARD, SHOPPING_PRODUCT_ADS, etc.
ad_group.cpc_bid_micros	INT64	Default CPC bid in micros
ad_group.target_cpa_micros	INT64	Ad group-level target CPA

Ad Fields

Field	Type	Description
ad_group_ad.ad.id	INT64	Unique ad ID
ad_group_ad.ad.type	ENUM	RESPONSIVE_SEARCH_AD, EXPANDED_TEXT_AD, etc.
ad_group_ad.ad.final_urls	STRING (repeated)	Landing page URLs
ad_group_ad.status	ENUM	ENABLED, PAUSED, REMOVED
ad_group_ad.ad.responsive_search_ad.headlines	MESSAGE (repeated)	RSA headline assets
ad_group_ad.ad.responsive_search_ad.descriptions	MESSAGE (repeated)	RSA description assets
ad_group_ad.policy_summary.approval_status	ENUM	APPROVED, DISAPPROVED, etc.

Keyword & Criterion Fields

Field	Type	Description
ad_group_criterion.criterion_id	INT64	Criterion ID
ad_group_criterion.keyword.text	STRING	Keyword text
ad_group_criterion.keyword.match_type	ENUM	BROAD, PHRASE, EXACT
ad_group_criterion.status	ENUM	ENABLED, PAUSED, REMOVED
ad_group_criterion.quality_info.quality_score	INT32	Quality Score (1-10)
ad_group_criterion.quality_info.creative_quality_score	ENUM	BELOW_AVERAGE, AVERAGE, ABOVE_AVERAGE
ad_group_criterion.quality_info.post_click_quality_score	ENUM	Landing page experience
ad_group_criterion.quality_info.search_predicted_ctr	ENUM	Expected CTR
ad_group_criterion.effective_cpc_bid_micros	INT64	Effective CPC bid
ad_group_criterion.position_estimates.first_page_cpc_micros	INT64	Estimated first page CPC

Search Term Fields

Field	Type	Description
search_term_view.search_term	STRING	Actual user search query
search_term_view.status	ENUM	ADDED, EXCLUDED, ADDED_EXCLUDED, NONE

Metrics

Field	Type	Description
metrics.impressions	INT64	Number of impressions
metrics.clicks	INT64	Number of clicks
metrics.cost_micros	INT64	Cost in micros (divide by 1,000,000)
metrics.ctr	DOUBLE	Click-through rate
metrics.average_cpc	DOUBLE	Average CPC in micros
metrics.average_cpm	DOUBLE	Average CPM in micros
metrics.conversions	DOUBLE	Conversions
metrics.conversions_value	DOUBLE	Total conversion value
metrics.cost_per_conversion	DOUBLE	Cost per conversion in micros
metrics.all_conversions	DOUBLE	All conversions (including cross-device)
metrics.all_conversions_value	DOUBLE	All conversions value
metrics.view_through_conversions	INT64	View-through conversions
metrics.search_impression_share	DOUBLE	Search impression share (0.0-1.0)
metrics.search_top_impression_share	DOUBLE	Top impression share
metrics.search_absolute_top_impression_share	DOUBLE	Absolute top impression share
metrics.search_budget_lost_impression_share	DOUBLE	IS lost to budget
metrics.search_rank_lost_impression_share	DOUBLE	IS lost to rank
metrics.interaction_rate	DOUBLE	Interaction rate
metrics.interactions	INT64	Interactions
metrics.video_views	INT64	Video views
metrics.video_view_rate	DOUBLE	Video view rate
metrics.invalid_clicks	INT64	Invalid clicks filtered by Google

Segments

Field	Type	Description
segments.date	DATE	Date (YYYY-MM-DD)
segments.day_of_week	ENUM	MONDAY through SUNDAY
segments.month	DATE	First day of the month
segments.quarter	DATE	First day of the quarter
segments.year	INT32	Year
segments.hour	INT32	Hour of day (0-23)
segments.device	ENUM	DESKTOP, MOBILE, TABLET, OTHER
segments.ad_network_type	ENUM	SEARCH, SEARCH_PARTNERS, CONTENT, YOUTUBE_SEARCH, YOUTUBE_WATCH
segments.slot	ENUM	TOP, OTHER
segments.conversion_action	RESOURCE	Conversion action resource name
segments.conversion_action_name	STRING	Conversion action name
segments.conversion_action_category	ENUM	Conversion action category
segments.click_type	ENUM	URL_CLICKS, CALLS, SITELINKS, etc.
segments.keyword.info.text	STRING	Keyword text (in search_term_view)
segments.keyword.info.match_type	ENUM	Keyword match type

WHERE Clause Operators

Comparison Operators

Operator	Example
=	campaign.status = 'ENABLED'
!=	campaign.status != 'REMOVED'
>	metrics.impressions > 100
<	metrics.ctr < 0.02
>=	metrics.clicks >= 10
<=	metrics.cost_micros <= 5000000

Set Operators

Operator	Example
IN	campaign.status IN ('ENABLED', 'PAUSED')
NOT IN	campaign.advertising_channel_type NOT IN ('VIDEO', 'DISPLAY')
CONTAINS ANY	campaign.labels CONTAINS ANY ('customers/123/labels/456')
CONTAINS ALL	campaign.labels CONTAINS ALL ('..label1..', '..label2..')
CONTAINS NONE	campaign.labels CONTAINS NONE ('customers/123/labels/456')

String Operators

Operator	Example
LIKE	campaign.name LIKE '%Brand%'
NOT LIKE	campaign.name NOT LIKE '%Test%'

Null Checks

Operator	Example
IS NULL	ad_group_criterion.quality_info.quality_score IS NULL
IS NOT NULL	ad_group_criterion.quality_info.quality_score IS NOT NULL

Range Operators

Operator	Example
BETWEEN	segments.date BETWEEN '2025-01-01' AND '2025-01-31'
DURING	segments.date DURING LAST_30_DAYS

Date Macros (DURING)

Macro	Description
TODAY	Today only
YESTERDAY	Yesterday only
LAST_7_DAYS	Last 7 days (not including today)
LAST_14_DAYS	Last 14 days
LAST_30_DAYS	Last 30 days
LAST_BUSINESS_WEEK	Monday-Friday of previous week
THIS_WEEK_MON_TODAY	Monday of this week through today
THIS_WEEK_SUN_TODAY	Sunday of this week through today
THIS_MONTH	First day of this month through today
LAST_MONTH	Entire previous month

Common Query Patterns

Campaign Performance Report

SELECT
  campaign.id,
  campaign.name,
  campaign.status,
  campaign.advertising_channel_type,
  campaign.bidding_strategy_type,
  metrics.impressions,
  metrics.clicks,
  metrics.ctr,
  metrics.cost_micros,
  metrics.conversions,
  metrics.conversions_value,
  metrics.cost_per_conversion
FROM campaign
WHERE campaign.status != 'REMOVED'
  AND segments.date DURING LAST_30_DAYS
ORDER BY metrics.cost_micros DESC

Search Terms Report (Negative Keyword Identification)

SELECT
  search_term_view.search_term,
  search_term_view.status,
  segments.keyword.info.text,
  segments.keyword.info.match_type,
  campaign.name,
  ad_group.name,
  metrics.impressions,
  metrics.clicks,
  metrics.ctr,
  metrics.cost_micros,
  metrics.conversions,
  metrics.cost_per_conversion
FROM search_term_view
WHERE campaign.status = 'ENABLED'
  AND segments.date DURING LAST_30_DAYS
  AND metrics.impressions > 10
ORDER BY metrics.cost_micros DESC
LIMIT 1000

Filter for high-cost, zero-conversion terms to build negative keyword lists.

Quality Score Analysis

SELECT
  campaign.name,
  ad_group.name,
  ad_group_criterion.keyword.text,
  ad_group_criterion.keyword.match_type,
  ad_group_criterion.quality_info.quality_score,
  ad_group_criterion.quality_info.creative_quality_score,
  ad_group_criterion.quality_info.post_click_quality_score,
  ad_group_criterion.quality_info.search_predicted_ctr,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions
FROM keyword_view
WHERE campaign.status = 'ENABLED'
  AND ad_group.status = 'ENABLED'
  AND ad_group_criterion.status = 'ENABLED'
  AND ad_group_criterion.quality_info.quality_score IS NOT NULL
  AND segments.date DURING LAST_30_DAYS
ORDER BY ad_group_criterion.quality_info.quality_score ASC

Landing Page Performance

SELECT
  landing_page_view.unexpanded_final_url,
  metrics.impressions,
  metrics.clicks,
  metrics.ctr,
  metrics.cost_micros,
  metrics.conversions,
  metrics.cost_per_conversion
FROM landing_page_view
WHERE campaign.status = 'ENABLED'
  AND segments.date DURING LAST_30_DAYS
  AND metrics.clicks > 0
ORDER BY metrics.clicks DESC
LIMIT 100

Device Breakdown

SELECT
  campaign.name,
  segments.device,
  metrics.impressions,
  metrics.clicks,
  metrics.ctr,
  metrics.cost_micros,
  metrics.conversions,
  metrics.cost_per_conversion
FROM campaign
WHERE campaign.status = 'ENABLED'
  AND segments.date DURING LAST_30_DAYS
ORDER BY campaign.name, segments.device

Geographic Performance

SELECT
  geographic_view.country_criterion_id,
  geographic_view.location_type,
  campaign.name,
  metrics.impressions,
  metrics.clicks,
  metrics.ctr,
  metrics.cost_micros,
  metrics.conversions,
  metrics.conversions_value,
  metrics.cost_per_conversion
FROM geographic_view
WHERE campaign.status = 'ENABLED'
  AND segments.date DURING LAST_30_DAYS
  AND metrics.impressions > 0
ORDER BY metrics.cost_micros DESC
LIMIT 200

Ad Copy Performance (RSA Asset-Level)

SELECT
  campaign.name,
  ad_group.name,
  ad_group_ad.ad.id,
  ad_group_ad.ad.responsive_search_ad.headlines,
  ad_group_ad.ad.responsive_search_ad.descriptions,
  ad_group_ad.ad.final_urls,
  metrics.impressions,
  metrics.clicks,
  metrics.ctr,
  metrics.cost_micros,
  metrics.conversions
FROM ad_group_ad
WHERE campaign.status = 'ENABLED'
  AND ad_group.status = 'ENABLED'
  AND ad_group_ad.status = 'ENABLED'
  AND ad_group_ad.ad.type = 'RESPONSIVE_SEARCH_AD'
  AND segments.date DURING LAST_30_DAYS
ORDER BY metrics.impressions DESC

Asset-level performance:

SELECT
  campaign.name,
  ad_group.name,
  ad_group_ad_asset_view.field_type,
  ad_group_ad_asset_view.performance_label,
  asset.text_asset.text,
  metrics.impressions,
  metrics.clicks,
  metrics.ctr,
  metrics.cost_micros,
  metrics.conversions
FROM ad_group_ad_asset_view
WHERE campaign.status = 'ENABLED'
  AND ad_group.status = 'ENABLED'
  AND segments.date DURING LAST_30_DAYS
ORDER BY ad_group_ad_asset_view.performance_label DESC, metrics.impressions DESC

Budget Utilization / Impression Share

SELECT
  campaign.name,
  campaign.campaign_budget,
  campaign_budget.amount_micros,
  campaign.bidding_strategy_type,
  metrics.impressions,
  metrics.cost_micros,
  metrics.search_impression_share,
  metrics.search_top_impression_share,
  metrics.search_absolute_top_impression_share,
  metrics.search_budget_lost_impression_share,
  metrics.search_rank_lost_impression_share
FROM campaign
WHERE campaign.status = 'ENABLED'
  AND campaign.advertising_channel_type = 'SEARCH'
  AND segments.date DURING LAST_30_DAYS
ORDER BY metrics.search_budget_lost_impression_share DESC

Conversion Action Breakdown

SELECT
  campaign.name,
  segments.conversion_action_name,
  segments.conversion_action_category,
  metrics.conversions,
  metrics.conversions_value,
  metrics.all_conversions,
  metrics.all_conversions_value,
  metrics.cost_per_conversion
FROM campaign
WHERE campaign.status = 'ENABLED'
  AND segments.date DURING LAST_30_DAYS
  AND metrics.conversions > 0
ORDER BY metrics.conversions DESC

Change History Audit

SELECT
  change_event.change_date_time,
  change_event.change_resource_type,
  change_event.change_resource_name,
  change_event.resource_change_operation,
  change_event.changed_fields,
  change_event.old_resource,
  change_event.new_resource,
  change_event.user_email
FROM change_event
WHERE change_event.change_date_time DURING LAST_14_DAYS
  AND change_event.change_resource_type IN (
    'CAMPAIGN', 'AD_GROUP', 'AD_GROUP_AD',
    'AD_GROUP_CRITERION', 'CAMPAIGN_BUDGET'
  )
ORDER BY change_event.change_date_time DESC
LIMIT 500

Gotchas and Important Notes

cost_micros Requires Division

All cost fields are in micros (1/1,000,000 of the currency unit):

Actual cost = metrics.cost_micros / 1,000,000
Actual CPC  = metrics.average_cpc / 1,000,000

Example: cost_micros = 5430000 means $5.43.

Segment + Metric Compatibility

• segments.conversion_action — impressions/clicks repeat across each conversion action row. Do not sum them.
• segments.click_type — clicks and impressions fragment by click type. Summing overcounts.
• segments.slot — only compatible with search campaigns.
• segments.hour — cannot be combined with segments.date for some resources.
• Check the Google Ads API field compatibility matrix when in doubt.

Date Range Requirements

• Queries with metrics.* fields require a date range (segments.date DURING ... or BETWEEN).
• Resource-only queries (no metrics) do not need a date range.

Enum Values

Enum fields must use string constant names:

• CampaignStatus: ENABLED, PAUSED, REMOVED
• AdGroupStatus: ENABLED, PAUSED, REMOVED
• AdvertisingChannelType: SEARCH, DISPLAY, SHOPPING, VIDEO, PERFORMANCE_MAX, MULTI_CHANNEL, LOCAL, SMART, HOTEL, DISCOVERY
• KeywordMatchType: BROAD, PHRASE, EXACT
• BiddingStrategyType: TARGET_CPA, TARGET_ROAS, MAXIMIZE_CONVERSIONS, MAXIMIZE_CONVERSION_VALUE, MANUAL_CPC, ENHANCED_CPC, TARGET_IMPRESSION_SHARE
• Device: DESKTOP, MOBILE, TABLET, CONNECTED_TV, OTHER
• QualityScoreBucket: BELOW_AVERAGE, AVERAGE, ABOVE_AVERAGE

Rate Limits

• Standard access: 15,000 requests/day, 1,600 operations/minute.
• Basic access: 10,000 requests/day.
• Use SearchStream for large result sets (one operation regardless of size).

Other Pitfalls

• No OR: All WHERE conditions are AND-joined. Use IN or separate queries.
• No joins: GAQL queries operate on a single resource.
• No GROUP BY: Aggregation is implicit by selected fields + segments.
• No aliases: Cannot use AS in GAQL.
• No arithmetic: Calculate cost_micros / 1000000 client-side.
• Segment auto-grouping: Adding a segment splits rows by that dimension.
• Removed resources: Excluded by default. Filter explicitly to include them.
• PARAMETERS clause: include_drafts = true for drafts, omit_unselected_resource_names = true to reduce response size.

Resources

• GAQL Grammar: https://developers.google.com/google-ads/api/docs/query/grammar
• Interactive Query Builder: https://developers.google.com/google-ads/api/fields/v17/overview_query_builder
• Resource Reference: https://developers.google.com/google-ads/api/fields/v17/overview
• Rate Limits: https://developers.google.com/google-ads/api/docs/best-practices/rate-limits
• Full Cogny Docs: https://cogny.com/docs/gaql-reference