GAQL/BQ DTS: How to report conversions segmented by Custom Conversion Variables ?

[Jason Spanomanolis]

I’ve implemented Custom Conversion Variables (e.g., tag: store_location) for website conversions. In the Google Ads UI I can segment under Segments → Conversions → Custom variables and see values as expected.

I’m trying to get the same breakdown programmatically—ideally via BigQuery Data Transfer (Custom report with GAQL), or otherwise via the Google Ads API—but I can’t find GAQL fields that expose the custom variable name/value as segments.

What I’ve tried (v21):

1. Works (no custom-variable segment):

SELECT segments.date, campaign.id, campaign.name, segments.conversion_action, segments.conversion_action_name, metrics.conversions, metrics.conversions_value FROM campaign WHERE segments.date BETWEEN '2025-08-01' AND '2025-08-31' ORDER BY segments.date, campaign.id

2. Fails when I try to add custom-variable segments (examples I attempted):

..., segments.conversion_custom_variable, segments.conversion_custom_variable_value FROM campaign

Validator errors:

• 'segments.conversion_custom_variable' is not a valid field in the SELECT clause when 'campaign' is the resource in the FROM clause.

• 'segments.conversion_custom_variable_value' is not a valid field in the SELECT clause when 'campaign' is the resource in the FROM clause.

3. I can list the variables themselves:

SELECT conversion_custom_variable.resource_name, conversion_custom_variable.id, conversion_custom_variable.name, conversion_custom_variable.tag, conversion_custom_variable.status FROM conversion_custom_variable

…but I don’t see a way to segment conversions by those variables in GAQL.

Goal output (daily):

date, campaign_id, campaign_name, custom_variable_tag, custom_variable_value, conversions, conversions_value

(Conversion action name would be a bonus.)

Questions:

• Is there a GAQL-supported way to segment conversions by Custom Conversion Variables (name/value)?

• If not currently supported in GAQL/BQ DTS, what’s the recommended programmatic export? (e.g., Google Ads UI scheduled report → Google Sheets → BQ feels like a workaround.)

• Any timeline or feature request I can track for exposing this segment via GAQL?

Thanks in advance!

[Google Ads API Forum Advisor]

Hi,

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

Unfortunately, the Google Ads API doesn't support segmenting conversions by Custom Conversion Variables. To know about the future availability of this feature, I would recommend you please follow our Release Notes and Blog Post for future updates.   

Please be informed that you can only segment custom variables for campaigns using the Google Ads UI.

Thanks,
 

Google Ads API Team

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[2025-09-04 05:31:32Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01u5oan:ref" (ADR-00331819)