Report columns for basic and advanced reports

The status of the account within Search, Social, & Commerce:

• Enabled: (The default) For synced ad networks, Search, Social, & Commerce can log in to the ad network account to retrieve campaign data, and other applicable features such as optimization and tracking generation are enabled.
  
  For non-synced ad networks, applicable features such as optimization and/or tracking generation are available.
• Disabled: For synced ad networks, Search, Social, & Commerce doesn’t log in to the ad network account and therefore doesn’t retrieve campaign data, and other applicable features such as optimization and tracking generation are disabled. Data collected while the account was enabled is still stored, but all campaign management views and all reports that you create in the future don’t include data for the time period in which the account is disabled.
  
  For non-synced ad networks, applicable features such as optimization and/or tracking generation aren’t available.

(Transaction Report) The action(s) that preceded the conversion:

• Click: At least one paid click occurred before the conversion.
• Impression: No paid clicks occurred before the conversion, so the conversion resulted from a view-through (impression without any paid clicks).

(Transaction Report) (Advertisers with the Adobe Advertising conversion tracking service and the “EF Redirect” tracking method with a token) The token for the click or conversion.

• For Google Ads search ads, the EF ID is {gclid}:G:s, which includes the Google Click ID (GCLID) and the network type (“s” for search).
• For Microsoft Advertising search ads, the EF ID is {msclkid}:G:s, which includes the Microsoft Click ID (MSCLKID) and the network type (“s” for search).
• For search ads on other ad networks, the EF ID includes the surfer ID, click time, and network type.
• For display ads, the EF ID includes the surfer ID, click or impression time, and network type.

(Google Ads campaigns on the search and shopping networks) Google Ads-tracked conversions, with up to three separate metrics for each conversion:

• GGL* — (When you track it) The conversion value for the keyword, beginning with the “GGL” prefix (such as GGL Purchase).
• GGL_CT* — The number (count) of conversions, beginning with the “GGL_CT” prefix (such as GGL_CT_Purchase).
• GGL_XD_CT* — (When available for the conversion type, when you track them) The number (count) of cross-device conversions, as measured by Google Ads beginning with the “GGL_XD_CT_” prefix (such as GGL_XD_CT_Purchase).

Each conversion is recorded by bid unit and click date; it’s not available at the event level. For more information about Google Ads-tracked conversions, see “Google Ads conversion data in Search, Social, & Commerce.”

(Keyword Report; Google Ads and Microsoft Advertising campaigns only; data is available only when the attribution rule specified for the report is “Last Event”) When the row reports a conversion resulting from a click on an ad extension (rather than on the ad itself) or on a product/shopping ad, this column shows the type and title of a link that was clicked:

• pla:* — Product ads are listed as pla:<product ID>, such as “pla:8525822.”
• sl:* — Sitelinks are listed as sl:<Sitelink text>, such as “sl:See Current Offers.”

The portfolio status:

• Optimize: The optimization capability is gathering click and revenue data for the relevant campaigns, modeling the data used for optimization, and optimizing bids, campaign budgets, and campaign bid strategy targets (depending on the optimization type and the bid strategies).
• Active: The optimization capability is gathering click and revenue data for the relevant campaigns and is modeling the data, but it isn’t optimizing bids or campaign budgets.
• Inactive: The optimization capability is gathering click data for the relevant campaigns for reporting purposes, but it’s not modeling the data nor optimizing bids or campaign budgets.