Use custom variables conversions in BigQuery

[Fabien Maury]

Hi,

Very sorry if it's written somewhere, I'm pretty new in the Google Ads universe... 

I wanted to use a custom conversion variable in BigQuery to check which of my custom variable values are linked to a conversion and to which campaign (not mandatory but would be great)

Is this something I can do? I've updated my Campaign reports by adding a Custom Column, but I can't see the values of my custom variable, only on how much campaigns it's related...

Also, additional question: I've "linked" Google Ads with BQ in which I now have multiple Google Ads pre-built tables and queries but if I want to make my owns I need to use Google Ads API right? If so, I will be able to use my custom variables in my Google Ads API calls?

It seems there is the possibility to call "conversion_custom_variables" in this doc: https://developers.google.com/google-ads/api/fields/v21/overview_query_builder

Thanks a lot and sorry if this is some dumb question...

Kind regards

[G.M.karthick]

Hi fabien.maury,

We don't expect this from your side.

Expecting the proper answer from your side.
So do the needful ASAP.

Thanks.

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[Google Ads API Forum Advisor]

Hi,

Thank you for reaching out to the Google Ads API support team. 

Custom conversion variables let you associate additional information, in the form of tags, to a conversion that you import using the Google Ads API, such as click or call conversions. With this information, you can create segmented reports that provide richer data about your conversions. I would recommend you to refer to the conversion_custom_variable report to fetch the data using the Google Ads API and this guide regarding the custom conversion variables. As you have mentioned that you are not able to fetch the data, can you confirm whether you are trying to fetch a custom column or the custom conversion variable using the Google Ads API? 

Note that fetching the custom columns is not supported in the Google Ads API. I would recommend you to refer to this documentation for more detailed information. Custom columns and custom conversion variables both are different so you need to make sure what you are trying to fetch the data. I would request you to kindly confirm over this so that we can further assist you better. Additionally, I would request you to provide an uncropped UI screenshot of your Google Ads account (with visible customer ID) by highlighting the custom columns for which you are trying to fetch the data using the Google Ads API. 

Please note that fetching the data using the BigQuery is out of scope for the Google Ads API support team since our team can only help you with technical queries or concerns related to direct integration with the Google Ads API. So, I would recommend you reach out to the GCP Product support team, as they are better equipped to assist you on this.

You can send the details via Reply privately to the author option, or direct private reply to this email.
 

Thanks,
 

Google Ads API Team

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[2025-09-12 12:51:14Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01u6V4l:ref" (ADR-00332605)

[Karthick GM]

Screenshot & customer id is shared privately to 'fabien...@unnest.co' for the question which is asked below link:

https://groups.google.com/g/adwords-api/c/sPbzJO2lVi4
Please check it.

[Google Ads API and AdWords API Forum]

Hi,

As informed earlier, BigQuery related concerns or out of scope for the Google Ads API support team since our team can only help you with technical queries or concerns related to direct integration with the Google Ads API. So, I would recommend you reach out to the GCP Product support team, as they are better equipped to assist you on this.

Thanks & Regards,

Google Ads API Support Team.