When you export the keyword table on the Overview or By Keyword dashboards, you get more columns of data than you see in the UI tables. Here is the key to understanding the extra data.
The bolded rows in column 1 are the metrics that the majority of people are looking for. The bolded words in column 2 are the metrics you see on the UI dashboards.
|
requested |
Date and time the SERP was pulled |
| requested_start | The date of the first day in the date range |
| requested_end | The date of the last day in the date range |
| keyword_id | The ID we give to a unique phrase/device/locale combination |
| phrase_id | The ID we give to a unique phrase |
| phrase | The unique phrase used in the search query to collect the SERP data |
| locale_id | The unique ID we give to a specific location/language combination |
| device | The device used to collect the SERP, whether mobile or desktop |
| device_code | The code we use internally for the device |
| engine | The Search Engine crawled to collect the SERP data |
| engine_code | The code we use internally for the engine |
| language | The language that was set when the SERP was pulled |
| language_code | The code we use internally for the language |
| location_id | The ID given to a specific location |
| location_type | The location type (Country, state, province, etc...) the data was pulling from |
| location | The city or zip code you are tracking from (this field will be blank if you are only tracking on a country level) |
| country | The country the data was coming from |
| country_code | The code we use internally for the country |
| ad_words_criteria_id | The Google Location ID that we get from: https://developers.google.com/google-ads/api/data/geotargets |
| keyword_groups | The list of keywords groups the phrase is placed in |
| top_rank__avg__total__value | Rank - The highest ranking result for the keyword |
| top_rank__avg__total__change | The change in Rank between the first and last day in the date range |
| click_through_rate__avg__total__value | CTR - The sum of the CTRs for each of the results for your brand/domain |
| click_through_rate__avg__total__change | The change in CTR between the first and last day in the date range |
| estimated_traffic__sum__total__value | Estimated Traffic - The sum of the Estimated Traffic for each of the results for your brand/domain for the keyword |
| estimated_traffic__sum__total__change | The change in Estimated Traffic between the first and last day in the date range |
| top_pixels_from_top__avg__total__value | Pixels from Top - The Pixels from tTop for the highest ranking result for the keyword |
| top_pixels_from_top__avg__total__change | The change in Pixels From Top between the first and last day in the date range |
| percentage_of_viewport__avg__total__value | Above the Fold % - The sum of the Above the Fold % for each of the results for your brand/domain for the keyword |
| percentage_of_viewport__avg__total__change | The change in Above the Fold % between the first and last day in the date range |
| percentage_of_dom__avg__total__value | SERP % - The sum of the SERP % for each of the results for your brand/domain for the keyword |
| percentage_of_dom__avg__total__change | The change in SERP % between the first and last day in the date range |
| results__count__total__value | Unique Results - The sum of the total number of clickable items across all your listings ranking for this keyword |
| results__count__total__change | The change in Unique Results between the first and last day in the date range |
| unique_urls__count__total__value | Unique URLs - The sum of the number of unique URLs ranking across all your listings for the keyword |
| unique_urls__count__total__change | The change in Unique URLs between the first and last day in the date range |
| ppc_value__sum__total__value | PPC Value - The sum of the PPC Value for each of the results for your brand/domain for the keyword |
| ppc_value__sum__total__change | The change in PPC Value between the first and last day in the date range |
| adwords_search_volume__sum__total__value | Search Volume - The sum of the Search Volume for each of the results for your brand/domain for the keyword |
| adwords_search_volume__sum__total__change | The change in Search Volume between the first and last day in the date range |
| top_stat_base_rank__avg__total__value | Base Rank - The highest ranking result that is for your keyword that is either a featured snippet or an organic listing |
| top_stat_base_rank__avg__total__change | The change in Base Rank between the first and last day in the date range |
| result__page | The page number (out of 10) results where your top result appears |
| result__rank | The rank for the highest result for your keyword |
| result__paid_adjusted_rank | The rank for the highest unpaid result for your keyword, but this metric also gives rank to paid ads |
| result__item_rank | Item Rank - Item Rank is how we track each clickable item within a pack or a specific SERP feature. |
| result__measurements__is_visible | A result a visible if you can see it before clicking or scrolling over |
| result__measurements__pixels_from_top | How far down a listing is in pixels from the top of a Google SERP page |
| result__measurements__pixels_from_left | How far to the right a listing is in pixels from the top of a Google SERP page |
| result__measurements__pixel_height | The height measurement of a listing in terms of pixels |
| result__measurements__pixel_width | The width measurement of a listing in terms of pixels |
| result__measurements__pixel_height_viewport | The height measurement of a listing, or the portion of the listing, that is above the fold |
| result__measurements__pixel_width_viewport | The width measurement of a listing that is above the fold |
| result__measurements__percentage_of_dom | The SERP % of your highest listing for the keyword |
| result__measurements__percentage_of_viewport | The Above the Fold % of your highest listing for the keyword |
| result__nozzle_metrics__click_through_rate | The CTR of your highest listing for the keyword |
| result__nozzle_metrics__estimated_traffic | The Estimated Traffic of your highest listing for the keyword |
| result__nozzle_metrics__ppc_value | The PPC Value of your highest listing for the keyword |
| result__price__price | The price that shows up in the SERP result, if any |
| result__rating__normalized | The star rating, if it appears in the SERP result |
| result__review__review_count | The number of reviews shown in a SERP result |
| result__url__domain | The parent domain of the ranking URL |
| result__url__domain_id | The unique ID we gave to the domain |
| result__url__host | The parent subdomain and domain of the ranking URL (for example, www.extraspace.com) |
| result__url__host_id | The unique ID we gave to the host |
| result__url__url | The ranking URL |
| result__url__url_id | The unique ID we gave to the ranking URL |
| result__title__text | The title text of the SERP listing (tipically the title tag of the page, except when Google decides to customize it) |