Export Column Definitions

When you export the keyword table on the Overview or Keywords 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)