Entity
Entity is the fourth parameter of the builder. It defines the type of data that will be extracted: campaigns, ad groups, ads, keywords, search terms, and so on.
What an entity is
An entity is the report's level of detail. For example, Google Ads offers:
- Campaign — data at the campaign level
- AdGroup — data at the ad group level
- Ad — data at the individual ad level
- Keyword — data at the keyword level
- SearchTerm — search queries that triggered ads
Step-by-step instructions
1. View the list of entities
After selecting an account, the builder shows the list of entities available for the selected source.
2. Select an entity
Choose the level of detail. Keep in mind:
- The lower the level (Ad instead of Campaign), the more rows in the report
- Each level has its own set of available metrics and dimensions
- Some metrics are only available at certain levels
3. Account for metric compatibility
After selecting an entity, the list of available metrics and dimensions is filtered. Metrics not available for the selected entity are hidden.
4. Move to the next step
Click Next. The builder will move on to configuring dimensions.
How to verify
- Make sure the correct entity is selected
- Check that the metrics you need are available after selecting the entity
- If the entity you need is missing, check whether the selected source supports it
Recommendations for choosing
- Campaigns — for general performance reports
- Ad groups — for analysis at the targeting level
- Ads — for creative analysis and A/B tests
- Keywords — for semantic analysis
- Search terms — for negative keyword mining and semantic expansion
Related articles
- Account — previous step
- Metrics — next step
- Dimensions — data grouping
- Report Builder — all parameters