SQL Server guide

Query campaign performance (metrics / segments) using #DirectSQL

Returns campaign report data grouped by date and campaign with metrics and segments. Prefix the query with #DirectSQL and use GAQL with segments.date, campaign fields, and metrics.*; filter by date range in the WHERE clause.

Standard SQL query example

This is the base query accepted by the connector. To execute it in SQL Server, you have to pass it to the Data Gateway via a Linked Server. See how to accomplish this using the examples below.

#DirectSQL 

--Use Query Builder here https://developers.google.com/google-ads/api/fields/v18/overview_query_builder
--Paste Generated query below

SELECT 
  segments.date 
, campaign.id
, campaign.name
, metrics.all_conversions
, metrics.average_cpc
, metrics.average_cost
, metrics.average_cpv
, metrics.average_cpm
, metrics.average_cpe
, metrics.average_impression_frequency_per_user
, metrics.average_page_views
, metrics.bounce_rate
, metrics.clicks
, metrics.conversions
, metrics.content_impression_share
, metrics.content_budget_lost_impression_share
, metrics.cost_micros
, metrics.cost_per_all_conversions
, metrics.cost_per_conversion
, metrics.ctr
, metrics.engagement_rate
, metrics.engagements
--, metrics.general_invalid_click_rate
--, metrics.general_invalid_clicks
, metrics.impressions
, metrics.interaction_rate
, metrics.interactions
, metrics.invalid_clicks
, metrics.search_absolute_top_impression_share
, metrics.search_budget_lost_absolute_top_impression_share
, metrics.search_budget_lost_impression_share
, metrics.search_budget_lost_top_impression_share
, metrics.search_click_share
, metrics.search_impression_share
, metrics.video_view_rate
, metrics.video_quartile_p75_rate
, metrics.video_quartile_p50_rate
, metrics.video_quartile_p25_rate
, metrics.video_quartile_p100_rate
, metrics.video_views
, metrics.view_through_conversions
, metrics.unique_users
, metrics.top_impression_percentage
, metrics.search_rank_lost_top_impression_share
, metrics.search_rank_lost_impression_share
, metrics.search_rank_lost_absolute_top_impression_share
, metrics.search_top_impression_share
, metrics.search_exact_match_impression_share
, metrics.absolute_top_impression_percentage
, metrics.active_view_cpm
, metrics.active_view_ctr
, metrics.active_view_impressions
FROM campaign 
WHERE segments.date BETWEEN '<<monthstart,FUN_TO_DATE>>' and '<<today-1d,FUN_TO_DATE>>'

--WHERE segments.date BETWEEN '2025-01-25' and '2025-02-25'
--AND campaign.status = 'ENABLED'
--ORDER BY segments.date,campaign.id
--LIMIT 1000

Using OPENQUERY in SQL Server

SELECT * FROM OPENQUERY([LS_TO_GOOGLE_ADS_IN_GATEWAY], '#DirectSQL 

--Use Query Builder here https://developers.google.com/google-ads/api/fields/v18/overview_query_builder
--Paste Generated query below

SELECT 
  segments.date 
, campaign.id
, campaign.name
, metrics.all_conversions
, metrics.average_cpc
, metrics.average_cost
, metrics.average_cpv
, metrics.average_cpm
, metrics.average_cpe
, metrics.average_impression_frequency_per_user
, metrics.average_page_views
, metrics.bounce_rate
, metrics.clicks
, metrics.conversions
, metrics.content_impression_share
, metrics.content_budget_lost_impression_share
, metrics.cost_micros
, metrics.cost_per_all_conversions
, metrics.cost_per_conversion
, metrics.ctr
, metrics.engagement_rate
, metrics.engagements
--, metrics.general_invalid_click_rate
--, metrics.general_invalid_clicks
, metrics.impressions
, metrics.interaction_rate
, metrics.interactions
, metrics.invalid_clicks
, metrics.search_absolute_top_impression_share
, metrics.search_budget_lost_absolute_top_impression_share
, metrics.search_budget_lost_impression_share
, metrics.search_budget_lost_top_impression_share
, metrics.search_click_share
, metrics.search_impression_share
, metrics.video_view_rate
, metrics.video_quartile_p75_rate
, metrics.video_quartile_p50_rate
, metrics.video_quartile_p25_rate
, metrics.video_quartile_p100_rate
, metrics.video_views
, metrics.view_through_conversions
, metrics.unique_users
, metrics.top_impression_percentage
, metrics.search_rank_lost_top_impression_share
, metrics.search_rank_lost_impression_share
, metrics.search_rank_lost_absolute_top_impression_share
, metrics.search_top_impression_share
, metrics.search_exact_match_impression_share
, metrics.absolute_top_impression_percentage
, metrics.active_view_cpm
, metrics.active_view_ctr
, metrics.active_view_impressions
FROM campaign 
WHERE segments.date BETWEEN ''<<monthstart,FUN_TO_DATE>>'' and ''<<today-1d,FUN_TO_DATE>>''

--WHERE segments.date BETWEEN ''2025-01-25'' and ''2025-02-25''
--AND campaign.status = ''ENABLED''
--ORDER BY segments.date,campaign.id
--LIMIT 1000')

Using EXEC in SQL Server (handling larger SQL text)

The major drawback of OPENQUERY is its inability to incorporate variables within SQL statements. This often leads to the use of cumbersome dynamic SQL (with numerous ticks and escape characters).

Fortunately, starting with SQL 2005 and onwards, you can utilize the EXEC (your_sql) AT [LS_TO_GOOGLE_ADS_IN_GATEWAY] syntax.

DECLARE @MyQuery NVARCHAR(MAX) = '#DirectSQL 

--Use Query Builder here https://developers.google.com/google-ads/api/fields/v18/overview_query_builder
--Paste Generated query below

SELECT 
  segments.date 
, campaign.id
, campaign.name
, metrics.all_conversions
, metrics.average_cpc
, metrics.average_cost
, metrics.average_cpv
, metrics.average_cpm
, metrics.average_cpe
, metrics.average_impression_frequency_per_user
, metrics.average_page_views
, metrics.bounce_rate
, metrics.clicks
, metrics.conversions
, metrics.content_impression_share
, metrics.content_budget_lost_impression_share
, metrics.cost_micros
, metrics.cost_per_all_conversions
, metrics.cost_per_conversion
, metrics.ctr
, metrics.engagement_rate
, metrics.engagements
--, metrics.general_invalid_click_rate
--, metrics.general_invalid_clicks
, metrics.impressions
, metrics.interaction_rate
, metrics.interactions
, metrics.invalid_clicks
, metrics.search_absolute_top_impression_share
, metrics.search_budget_lost_absolute_top_impression_share
, metrics.search_budget_lost_impression_share
, metrics.search_budget_lost_top_impression_share
, metrics.search_click_share
, metrics.search_impression_share
, metrics.video_view_rate
, metrics.video_quartile_p75_rate
, metrics.video_quartile_p50_rate
, metrics.video_quartile_p25_rate
, metrics.video_quartile_p100_rate
, metrics.video_views
, metrics.view_through_conversions
, metrics.unique_users
, metrics.top_impression_percentage
, metrics.search_rank_lost_top_impression_share
, metrics.search_rank_lost_impression_share
, metrics.search_rank_lost_absolute_top_impression_share
, metrics.search_top_impression_share
, metrics.search_exact_match_impression_share
, metrics.absolute_top_impression_percentage
, metrics.active_view_cpm
, metrics.active_view_ctr
, metrics.active_view_impressions
FROM campaign 
WHERE segments.date BETWEEN ''<<monthstart,FUN_TO_DATE>>'' and ''<<today-1d,FUN_TO_DATE>>''

--WHERE segments.date BETWEEN ''2025-01-25'' and ''2025-02-25''
--AND campaign.status = ''ENABLED''
--ORDER BY segments.date,campaign.id
--LIMIT 1000'
EXEC (@MyQuery) AT [LS_TO_GOOGLE_ADS_IN_GATEWAY]