Claude-code-marketing-skills gaql-reference

Google Ads Query Language (GAQL) Reference — complete syntax, resource types, fields, operators, date macros, and ready-to-use query patterns

install

source · Clone the upstream repo

git clone https://github.com/cognyai/claude-code-marketing-skills

Claude Code · Install into ~/.claude/skills/

T=$(mktemp -d) && git clone --depth=1 https://github.com/cognyai/claude-code-marketing-skills "$T" && mkdir -p ~/.claude/skills && cp -r "$T/skills/gaql-reference" ~/.claude/skills/cognyai-claude-code-marketing-skills-gaql-reference && rm -rf "$T"

manifest: skills/gaql-reference/SKILL.md

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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

mcp__cogny__google_ads__tool_get_reporting_view_doc

for API documentation lookups.

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