These sample queries assume working knowledge of SQL and BigQuery. Learn more about SQL in BigQuery.
Campaign Manager 360 Data Transfer queries
Match Floodlight variables with temp tables
Generate a match between user_id and custom Floodlight variables in the activity table. This can then be used to join first-party data with Campaign Manager 360 data.
/* Creating the match temp table. This can be a separate query and the
temporary table will persist for 72 hours. */
CREATE TABLE
temp_table AS (
SELECT
user_id,
REGEXP_EXTRACT(event.other_data, 'u1=([^;]*)') AS u1_val
FROM
adh.cm_dt_activities_attributed
GROUP BY
1,
2 )
/* Matching to Campaign Manager 360 impression data */
SELECT
imp.event.campaign_id,
temp.u1_val,
COUNT(*) AS cnt
FROM
adh.cm_dt_impressions AS imp
JOIN
tmp.temp_table AS temp USING (user_id)
GROUP BY
1,
2
Impression delivery
This example is good for impression management, and shows how to find the number of impressions that were served beyond frequency caps or if certain prospects were underexposed to ads. Use this knowledge to optimize your sites and tactics to get the right number of impressions in front of a chosen audience.
/* For this query to run, @advertiser_ids and @campaigns_ids
must be replaced with actual IDs. For example [12345] */
WITH filtered_uniques AS (
SELECT
user_id,
COUNT(event.placement_id) AS frequency
FROM adh.cm_dt_impressions
WHERE user_id != '0'
AND event.advertiser_id IN UNNEST(@advertiser_ids)
AND event.campaign_id IN UNNEST(@campaign_ids)
AND event.country_domain_name = 'US'
GROUP BY user_id
)
SELECT
frequency,
COUNT(*) AS uniques
FROM filtered_uniques
GROUP BY frequency
ORDER BY frequency
;
Total unique cookie count / frequency
This example helps identify tactics and ad formats that lead to increases or decreases in unique cookie count or frequency.
/* For this query to run, @advertiser_ids and @campaigns_ids and @placement_ids
must be replaced with actual IDs. For example [12345] */
SELECT
COUNT(DISTINCT user_id) AS total_users,
COUNT(DISTINCT event.site_id) AS total_sites,
COUNT(DISTINCT device_id_md5) AS total_devices,
COUNT(event.placement_id) AS impressions
FROM adh.cm_dt_impressions
WHERE user_id != '0'
AND event.advertiser_id IN UNNEST(@advertiser_ids)
AND event.campaign_id IN UNNEST(@campaign_ids)
AND event.placement_id IN UNNEST(@placement_ids)
AND event.country_domain_name = 'US'
;
You can also include site or placement IDs in the WHERE clause to narrow your query.
Total unique cookie count and average frequency by state
This example joins the cm_dt_impressions table and the cm_dt_state metadata table to show total impressions, cookie counts per state, and average impression by user, grouped by North America geographic state or province.
WITH impression_stats AS (
SELECT
event.country_domain_name AS country,
CONCAT(event.country_domain_name, '-', event.state) AS state,
COUNT(DISTINCT user_id) AS users,
COUNT(*) AS impressions
FROM adh.cm_dt_impressions
WHERE event.country_domain_name = 'US'
OR event.country_domain_name = 'CA'
GROUP BY 1, 2
)
SELECT
country,
IFNULL(state_name, state) AS state_name,
users,
impressions,
FORMAT(
'%0.2f',
IF(
IFNULL(impressions, 0) = 0,
0,
impressions / users
)
) AS avg_imps_per_user
FROM impression_stats
LEFT JOIN adh.cm_dt_state USING (state)
;
Display and Video 360 audiences
This example shows how to analyze Display and Video 360 audiences. Learn which audiences impressions are reaching, and determine if some audiences perform better than others. This knowledge can help balance unique cookie count (putting ads in front of a lot of users) and quality (narrow targeting and viewable impressions), depending on your goals.
/* For this query to run, @advertiser_ids and @campaigns_ids and @placement_ids
must be replaced with actual IDs. For example [12345] */
WITH filtered_impressions AS (
SELECT
event.event_time as date,
CASE
WHEN (event.browser_enum IN ('29', '30', '31')
OR event.os_id IN
(501012, 501013, 501017, 501018,
501019, 501020, 501021, 501022,
501023, 501024, 501025, 501027))
THEN 'Mobile'
ELSE 'Desktop'
END AS device,
event.dv360_matching_targeted_segments,
event.active_view_viewable_impressions,
event.active_view_measurable_impressions,
user_id
FROM adh.cm_dt_impressions
WHERE event.dv360_matching_targeted_segments != ''
AND event.advertiser_id in UNNEST(@advertiser_ids)
AND event.campaign_id IN UNNEST(@campaign_ids)
AND event.dv360_country_code = 'US'
)
SELECT
audience_id,
device,
COUNT(*) AS impressions,
COUNT(DISTINCT user_id) AS uniques,
ROUND(COUNT(*) / COUNT(DISTINCT user_id), 1) AS frequency,
SUM(active_view_viewable_impressions) AS viewable_impressions,
SUM(active_view_measurable_impressions) AS measurable_impressions
FROM filtered_impressions
JOIN UNNEST(SPLIT(dv360_matching_targeted_segments, ' ')) AS audience_id
GROUP BY 1, 2
;
Viewability
These example show how to measure Active View Plus viewability metrics.
WITH T AS (
SELECT cm_dt_impressions.event.impression_id AS Impression,
cm_dt_impressions.event.active_view_measurable_impressions AS AV_Measurable,
SUM(cm_dt_active_view_plus.event.active_view_plus_measurable_count) AS AVP_Measurable
FROM adh.cm_dt_impressions
FULL JOIN adh.cm_dt_active_view_plus
ON (cm_dt_impressions.event.impression_id =
cm_dt_active_view_plus.event.impression_id)
GROUP BY Impression, AV_Measurable
)
SELECT COUNT(Impression), SUM(AV_Measurable), SUM(AVP_Measurable)
FROM T
;
WITH Raw AS (
SELECT
event.ad_id AS Ad_Id,
SUM(event.active_view_plus_measurable_count) AS avp_total,
SUM(event.active_view_first_quartile_viewable_impressions) AS avp_1st_quartile,
SUM(event.active_view_midpoint_viewable_impressions) AS avp_2nd_quartile,
SUM(event.active_view_third_quartile_viewable_impressions) AS avp_3rd_quartile,
SUM(event.active_view_complete_viewable_impressions) AS avp_complete
FROM
adh.cm_dt_active_view_plus
GROUP BY
1
)
SELECT
Ad_Id,
avp_1st_quartile / avp_total AS Viewable_Rate_1st_Quartile,
avp_2nd_quartile / avp_total AS Viewable_Rate_2nd_Quartile,
avp_3rd_quartile / avp_total AS Viewable_Rate_3rd_Quartile,
avp_complete / avp_total AS Viewable_Rate_Completion_Quartile
FROM
Raw
WHERE
avp_total > 0
ORDER BY
Viewable_Rate_1st_Quartile DESC
;
Dynamic data in Campaign Manager 360 Data Transfer
Number of impressions per dynamic profile and feed
SELECT
event.dynamic_profile,
feed_name,
COUNT(*) as impressions
FROM adh.cm_dt_impressions
JOIN UNNEST (event.feed) as feed_name
GROUP BY 1, 2;
Number of impressions per dynamic reporting label in feed 1
SELECT
event.feed_reporting_label[SAFE_ORDINAL(1)] feed1_reporting_label,,
COUNT(*) as impressions
FROM adh.cm_dt_impressions
WHERE event.feed_reporting_label[SAFE_ORDINAL(1)] <> “” # where you have at least one reporting label set
GROUP BY 1;
Number of impressions where the reporting label = ‘red’ in feed 2
SELECT
event.feed_reporting_label[SAFE_ORDINAL(2)] AS feed1_reporting_label,
COUNT(*) as impressions
FROM adh.cm_dt_impressions
WHERE event.feed_reporting_label[SAFE_ORDINAL(2)] = “red”
GROUP BY 1;
Number of impressions where reporting dimension_1 = ‘red’ and reporting dimension_2 = ‘car’ in feed 1
SELECT
event.feed_reporting_label[SAFE_ORDINAL(1)] AS feed1_reporting_label,
event.feed_reporting_dimension1[SAFE_ORDINAL(1)] AS feed1_reporting_dimension1,
event.feed_reporting_dimension2[SAFE_ORDINAL(1)] AS feed2_reporting_dimension1,
event.feed_reporting_dimension3[SAFE_ORDINAL(1)] AS feed3_reporting_dimension1,
event.feed_reporting_dimension4[SAFE_ORDINAL(1)] AS feed4_reporting_dimension1,
event.feed_reporting_dimension5[SAFE_ORDINAL(1)] AS feed5_reporting_dimension1,
event.feed_reporting_dimension6[SAFE_ORDINAL(1)] AS feed6_reporting_dimension1,
COUNT(*) as impressions
FROM adh.cm_dt_impressions
WHERE event.feed_reporting_dimension1[SAFE_ORDINAL(1)] = “red”
AND event.feed_reporting_dimension2[SAFE_ORDINAL(1)] = “car”
GROUP BY 1,2,3,4,5,6,7;
Ad Formats in Campaign Manager 360 Data Transfer
These examples show how to determine which ad formats are maximizing unique cookie count or frequency of impressions. Use this knowledge to help balance total unique cookie count and user exposure to ads.
Impression delivery
/* For this query to run, @advertiser_ids and @campaigns_ids
must be replaced with actual IDs. For example [12345]. YOUR_BQ_DATASET must be
replaced with the actual name of your dataset.*/
WITH filtered_uniques AS (
SELECT
user_id,
CASE
WHEN creative_type LIKE '%Video%' THEN 'Video'
WHEN creative_type IS NULL THEN 'Unknown'
ELSE 'Display'
END AS creative_format,
COUNT(*) AS impressions
FROM adh.cm_dt_impressions impression
LEFT JOIN YOUR_BQ_DATASET.campaigns creative
ON creative.rendering_id = impression.event.rendering_id
WHERE user_id != '0'
AND event.advertiser_id IN UNNEST(@advertiser_ids)
AND event.campaign_id IN UNNEST(@campaign_ids)
AND event.country_domain_name = 'US'
GROUP BY user_id, creative_format
)
SELECT
impressions AS frequency,
creative_format,
COUNT(DISTINCT user_id) AS uniques,
SUM(impressions) AS impressions
FROM filtered_uniques
GROUP BY frequency, creative_format
ORDER BY frequency
;
Unique cookie count and frequency
/* For this query to run, @advertiser_ids and @campaigns_ids
must be replaced with actual IDs. For example [12345]. YOUR_BQ_DATASET must be
replaced with the actual name of your dataset. */
WITH filtered_impressions AS (
SELECT
event.campaign_id AS campaign_id,
event.rendering_id AS rendering_id,
user_id
FROM adh.cm_dt_impressions
WHERE user_id != '0'
AND event.advertiser_id IN UNNEST(@advertiser_ids)
AND event.campaign_id IN UNNEST(@campaign_ids)
AND event.country_domain_name = 'US'
)
SELECT
Campaign,
CASE
WHEN creative_type LIKE '%Video%' THEN 'Video'
WHEN creative_type IS NULL THEN 'Unknown'
ELSE 'Display'
END AS creative_format,
COUNT(DISTINCT user_id) AS users,
COUNT(*) AS impressions
FROM filtered_impressions
LEFT JOIN YOUR_BQ_DATASET.campaigns USING (campaign_id)
LEFT JOIN YOUR_BQ_DATASET.creatives USING (rendering_id)
GROUP BY 1, 2
;
Google Ads
Mobile app impressions with _rdid tables
Query 1:
SELECT
campaign_id,
COUNT(*) AS imp,
COUNT(DISTINCT user_id) AS users
FROM adh.google_ads_impressions
WHERE is_app_traffic
GROUP BY 1
;
Query 2:
SELECT
campaign_id,
COUNT(DISTINCT device_id_md5) AS device_ids
FROM adh.google_ads_impressions_rdid
GROUP BY 1
;
The results can be joined using campaign_id.
Demographic delivery
This example shows how to determine which campaigns are reaching a given demographic.
/* For this query to run, @customer_id
must be replaced with an actual ID. For example [12345] */
WITH impression_stats AS (
SELECT
campaign_id,
demographics.gender AS gender_id,
demographics.age_group AS age_group_id,
COUNT(DISTINCT user_id) AS users,
COUNT(*) AS impressions
FROM adh.google_ads_impressions
WHERE customer_id = @customer_id
GROUP BY 1, 2, 3
)
SELECT
campaign_name,
gender_name,
age_group_name,
users,
impressions
FROM impression_stats
LEFT JOIN adh.google_ads_campaign USING (campaign_id)
LEFT JOIN adh.gender USING (gender_id)
LEFT JOIN adh.age_group USING (age_group_id)
ORDER BY 1, 2, 3
;
Viewability
For an overview of Viewability with query samples, see Advanced Active View metrics
Google Ads advertiser time zone settings
SELECT
customer_id,
customer_timezone,
count(1) as impressions
FROM adh.google_ads_impressions i
INNER JOIN adh.google_ads_customer c
ON c.customer_id = i.customer_id
WHERE TIMESTAMP_MICROS(i.query_id.time_usec) >= CAST(DATETIME(@date, c.customer_timezone) AS TIMESTAMP)
AND TIMESTAMP_MICROS(i.query_id.time_usec) < CAST(DATETIME_ADD(DATETIME(@date, c.customer_timezone), INTERVAL 1 DAY) AS TIMESTAMP)
GROUP BY customer_id, customer_timezone
Inventory type
This sample query demonstrates the concept of inventory type. You can use the
inventory_type field to determine which inventory your ads served on, such as
Gmail or YouTube Music. Possible values: YOUTUBE, YOUTUBE_TV,
YOUTUBE_MUSIC, SEARCH, GMAIL, OTHER. Other refers to either the Google
Display or Video network.
SELECT
i.campaign_id,
cmp.campaign_name,
i.inventory_type,
COUNT(i.query_id.time_usec) AS impressions
FROM adh.google_ads_impressions i
LEFT JOIN adh.google_ads_campaign cmp ON (i.campaign_id = cmp.campaign_id)
WHERE
TIMESTAMP_MICROS(i.query_id.time_usec)
BETWEEN @local_start_date
AND TIMESTAMP_ADD(@local_start_date,INTERVAL @number_days*24 HOUR)
GROUP BY 1, 2, 3
ORDER BY 4 DESC
YouTube ad pod queries
Ad pods group 2 ads into a single ad-break during longer YouTube viewing sessions. (Think commercial break, but limited to 2 ads.) Ads served in ad pods remain skippable. However, if a user skips the first ad, the second ad is also skipped.
GoogleAds Trueview Instream campaign impression and trueview views
SELECT
cmp.campaign_name,
imp.is_app_traffic,
COUNT(*) AS total_impressions,
COUNTIF(clk.click_id IS NOT NULL) AS total_trueview_views
FROM adh.google_ads_impressions imp
JOIN adh.google_ads_campaign cmp USING (campaign_id)
JOIN adh.google_ads_adgroup adg USING (adgroup_id)
LEFT JOIN adh.google_ads_clicks clk ON
imp.impression_id = clk.impression_id
WHERE
imp.customer_id IN UNNEST(@customer_ids)
AND adg.adgroup_type = 'VIDEO_TRUE_VIEW_IN_STREAM'
AND cmp.advertising_channel_type = 'VIDEO'
GROUP BY 1, 2
Display and Video 360 viewability metrics by line items
WITH
imp_stats AS (
SELECT
imp.line_item_id,
count(*) as total_imp,
SUM(num_active_view_measurable_impression) AS num_measurable_impressions,
SUM(num_active_view_eligible_impression) AS num_enabled_impressions
FROM adh.dv360_youtube_impressions imp
WHERE
imp.line_item_id IN UNNEST(@line_item_ids)
GROUP BY 1
),
av_stats AS (
SELECT
imp.line_item_id,
SUM(num_active_view_viewable_impression) AS num_viewable_impressions
FROM adh.dv360_youtube_impressions imp
LEFT JOIN
adh.dv360_youtube_active_views av
ON imp.impression_id = av.impression_id
WHERE
imp.line_item_id IN UNNEST(@line_item_ids)
GROUP BY 1
)
SELECT
li.line_item_name,
SUM(imp.total_imp) as num_impressions,
SUM(imp.num_measurable_impressions) AS num_measurable_impressions,
SUM(imp.num_enabled_impressions) AS num_enabled_impressions,
SUM(IFNULL(av.num_viewable_impressions, 0)) AS num_viewable_impressions
FROM imp_stats as imp
LEFT JOIN av_stats AS av USING (line_item_id)
JOIN adh.dv360_youtube_lineitem li ON (imp.line_item_id = li.line_item_id)
GROUP BY 1
YouTube Reserve queries
Impression delivery by advertiser
This query measures the number of impressions and distinct users per advertiser. You can use these numbers to calculate the average number of impressions per user (or "ad frequency").
SELECT
advertiser_name,
COUNT(*) AS imp,
COUNT(DISTINCT user_id) AS users
FROM adh.yt_reserve_impressions AS impressions
JOIN adh.yt_reserve_order order ON impressions.order_id = order.order_id
GROUP BY 1
;
Ad skips
This query measures the number of ad skips per customer, campaign, ad group, and creative.
SELECT
impression_data.customer_id,
impression_data.campaign_id,
impression_data.adgroup_id,
impression_data.ad_group_creative_id,
COUNTIF(label = "videoskipped") AS num_skips
FROM
adh.google_ads_conversions
GROUP BY 1, 2, 3, 4;
General queries
Subtract one group of users from another
This example shows how to subtract one group of users from another. This technique has a wide range of applications, including counting non-converters, users with no viewable impressions, and users with no clicks.
WITH exclude AS (
SELECT DISTINCT user_id
FROM adh.google_ads_impressions
WHERE campaign_id = 123
)
SELECT
COUNT(DISTINCT imp.user_id) -
COUNT(DISTINCT exclude.user_id) AS users
FROM adh.google_ads_impressions imp
LEFT JOIN exclude
USING (user_id)
WHERE imp.campaign_id = 876
;
Custom overlap
This query measures the overlap of 2 or more campaigns. It can be customized to measure overlap based on discretionary criteria.
/* For this query to run, @campaign_1 and @campaign_2 must be replaced with
actual campaign IDs. */
WITH flagged_impressions AS (
SELECT
user_ID,
SUM(IF(campaign_ID in UNNEST(@campaign_1), 1, 0)) AS C1_impressions,
SUM(IF(campaign_ID in UNNEST(@campaign_2), 1, 0)) AS C2_impressions
FROM adh.cm_dt_impressions
GROUP BY user_ID
SELECT COUNTIF(C1_impressions > 0) as C1_cookie_count,
COUNTIF(C2_impressions > 0) as C2_cookie_count,
COUNTIF(C1_impressions > 0 and C2_impressions > 0) as overlap_cookie_count
FROM flagged_impressions
;
Partner Sold - Cross Sell
This query measures impressions and click-throughs of partner-sold inventory.
SELECT
a.record_date AS record_date,
a.line_item_id AS line_item_id,
a.creative_id AS creative_id,
a.ad_id AS ad_id,
a.impressions AS impressions,
a.click_through AS click_through,
a.video_skipped AS video_skipped,
b.pixel_url AS pixel_url
FROM
(
SELECT
FORMAT_TIMESTAMP('%D', TIMESTAMP_MICROS(i.query_id.time_usec), 'Etc/UTC') AS record_date,
i.line_item_id as line_item_id,
i.creative_id as creative_id,
i.ad_id as ad_id,
COUNT(i.query_id) as impressions,
COUNTIF(c.label='video_click_to_advertiser_site') AS click_through,
COUNTIF(c.label='videoskipped') AS video_skipped
FROM
adh.partner_sold_cross_sell_impressions AS i
LEFT JOIN adh.partner_sold_cross_sell_conversions AS c
ON i.impression_id = c.impression_id
GROUP BY
1, 2, 3, 4
) AS a
JOIN adh.partner_sold_cross_sell_creative_pixels AS b
ON (a.ad_id = b.ad_id)
;
App store impressions
The following query counts the total number of impressions grouped by app store and app.
SELECT app_store_name, app_name, COUNT(*) AS number
FROM adh.google_ads_impressions AS imp
JOIN adh.mobile_app_info
USING (app_store_id, app_id)
WHERE imp.app_id IS NOT NULL
GROUP BY 1,2
ORDER BY 3 DESC