Google MMM Data Platform gives you access to a variety of data, including data
for Google Query Volume (GQV) and YouTube reach and frequency. Although
Meridian does not require GQV data, including GQV as a control variable can
reduce bias in your model. Alternatively, GQV can be used as a mediator to
represent brand equity in [Full-Funnel
MMM](https://developers.google.com/meridian/docs/advanced-modeling/full-funnel).

Note the following:

- **YouTube reach and frequency data:** Reach and frequency data is
  available only for YouTube campaigns. It is pulled for Google Ads and de-duped
  across Display \& Video 360 (DV360) YouTube data.

- **GQV data:** The GQV report contains both brand and generic keywords.
  The brand terms included in the GQV report are based on the Keyword Graph
  Entities associated with the brand names submitted in the data request. The
  generic terms include all terms from the PASCAT categories associated with the
  submitted brand names, but excluding the submitted brand names. Generic terms
  are generated automatically without customer input.

  Query volume data is indexed. Raw query counts are scaled by a
  common randomly generated index value. (The same index value is used for all
  geographic regions within a country.) From a Meridian modeling
  perspective, it makes no difference that indexed values are used in place of
  raw values. Query volume is a control variable, and scaling a control variable
  has no influence on model fit.

  The GQV data feed delivers indexed query volume relevant to the brands
  requested from MMM Data Platform, which is not specific to product types or ad
  types. AI overviews are generated for searches just like any other ad or
  search result, so the query volume does not change with regard to AI
  overviews. Query volume measures the number of searches done by users, not the
  number of overviews or ads that are generated for those searches.

## Grant access to MMM Data Platform

> [!NOTE]
> **Note:** For advertisers who are new to Google's MMM Data Platform, you may request an account by submitting [this form](https://forms.gle/k6rxQC4WLC4RzFmz6). Our MMM Data team will follow up with access details within 3 business days of your submission.

Google allows an organization's primary user to enable other users to request
data from the MMM Data Platform.

To grant access to MMM Data Platform:

1. Sign in to MMM Data Platform as the primary user.
2. Click the person icon in the top-right-corner of the screen.

   ![Add user](https://developers.google.com/static/meridian/images/data-platform-add-user.png)
3. Add a user's corporate email address and assign a permission level.

   ![Add email and permissions](https://developers.google.com/static/meridian/images/data-platform-invite-others.png)
   - **Owner:** Can manage users in this account and submit data requests.
   - **Reader:** Can only access and view existing projects in this account.
   - **Writer:** Can create custom use cases.
4. Select **Notify people** , and click **Invite** to send an automated email to
   the user with an access link.

> [!NOTE]
> **Note:** When you click **Invite** , you might receive an error message stating that the user is likely a Google Drive visitor and can't be granted access. To fix this, the user must [link their corporate email to a Google Account](https://accounts.google.com/lifecycle/steps/signup/unknownerror?ddm=0&dsh=S1979901016:1711997349890705&flowEntry=SignUp&flowName=GlifWebSignIn&theme=mn&TL=AEzbmxwhRxoi1XYfky75kf0iEwYVFPVq0KDnC_n8Uc-3zl-GbMcNtGsBtTEFiXH7). After completing this step, the user will be able to access the platform.

## Configure delivery to a data lake

By default, data is delivered to Google Drive. However, you can optionally
configure direct delivery to a data lake using your own Amazon S3, Google Cloud,
or SFTP storage instead.

> [!IMPORTANT]
> **Important:** Configuring direct deliveries impacts all deliveries for your organization. Any user with access to the data platform is able to make this change. We recommend aligning internally with all MMM Data Platform users before implementing a data lake.

To configure delivery to a data lake:

1. In the **Projects** tab of the MMM Data Platform, click the settings gear
   icon in the top right hand corner.

2. Select a data lake. Choose either Amazon S3, Google Cloud, or SFTP from the
   data storage drop-down list. Click **Next**.

   ![Configure data lake](https://developers.google.com/static/meridian/images/data-platform-data-lake-config.png)
3. Enter the required credentials for the data storage option you selected.

   ![Configure bucket name](https://developers.google.com/static/meridian/images/data-platform-bucket-name.png)
   - **Google Cloud Platform:** Enter the bucket name. You must also grant
     Storage Object Admin access to Google's MMM Data Platform robot alias:
     **mmm-robots@google.com**. This allows Google to send data directly to your
     Google Cloud bucket.

   - **Amazon S3:** Enter the bucket name, access key ID, and secret access key.
     Optionally, you can enter the region.

   - **SFTP:** Enter the path, host, port number, and username.

4. Click **Start test transfer** to initiate a test delivery, and then check
   your data lake to confirm that you received the test delivery. It can take a
   few minutes for the test delivery to complete.

5. Click **Confirm and Enable** in the bottom right corner of the dialog. You
   can see your configuration in the top right hand corner of the **Projects**
   tab.

   Completing this step enables direct delivery for all future projects where you
   are the data owner or have an active Data Sharing Agreement on file.

> [!NOTE]
> **Note:** To delete the configuration, select the minus icon in the top right corner of the **Projects** tab. Click **Confirm**. Deleting existing credentials disables all direct deliveries moving forward.

## Request data from MMM Data Platform

Users with Owner access to MMM Data Platform can create a project and request
data. Users with Reader access can only view existing projects.

To request data:

1. Sign in to your organization's unique instance of the MMM Data
   Platform landing page. (Contact your organization's primary user for access
   to MMM Data Center.)

2. Click the plus icon in the bottom left corner to create a new project. The
   **Create Project** dialog opens, where you enter information about your
   project.

   To download data from an existing project, click a project from
   the list of previously created projects.
3. On the **Project information** tab, edit the fields to define your project
   scope and click **Next**.

   ![Create project](https://developers.google.com/static/meridian/images/data-platform-create-project.png)
   - **Project Name:** Include the brand and country. If you are a 3P vendor, enter the parent or holding company instead of the specific brand.
   - **Country:** Submit one country per request. To request data for multiple countries, fill out a separate request form for each country.
   - **Brand Names:** Include all brands and subbrands that you would like data broken down by. Use a comma or press **Enter** to separate brands and sub-brands.
   - **Campaign information source:**

     - **I want Google to find my campaigns:** Google will find the campaigns that it believes to be representative of the brands and sub-brands requested.

     > [!NOTE]
     > **Note:** This service is only available for certain advertisers, so check with your Google Account Representative regarding eligibility.

     - **I will provide a campaign list:** You can provide a list of Google Ads Campaigns, DV360 Insertion Orders, or both in the provided Google Sheet. The MMM Data Platform will deliver data for those campaigns.
4. On the **Data format** tab, enter the data format details that you want,
   and click **Next**.

   ![Specify data format](https://developers.google.com/static/meridian/images/data-platform-data-format-config.png)
   - **Modeling data range:** Select the start and end date. Historical data is usually available for the past 5 years, depending on account activity. YouTube reach and frequency data is available for a rolling 3-year window from the current date.
   - **Time granularity:** Select **Daily** , **Weekly-Sunday** (begins Sunday), or **Weekly-Monday** (begins Monday).
   - **Which performance data sources are needed?:** We recommend selecting all sources through which you buy media. Select **Google Ads** , **Display and Video 360**, or select both options.
   - **Supplemental data signals:**
     - Select **YouTube Reach \& Frequency (R\&F)** as an add-on to core MMM inputs.
     - Select **GQV** to receive an add-on Google Query Volume (GQV) report for the brands listed in the request.
   - **Do you want recurring deliveries for this data?:** Select the frequency that you want the data delivered (**One time only** , **Monthly** , or **Quarterly**).
   - **Geographical Granularity:** Geo availability varies by country. If regional level is selected but not available, national level data is provided by default.
5. On the **Data sharing permissions** tab, enter the Google Ads and DV 360
   account information.

   ![Specify data format](https://developers.google.com/static/meridian/images/data-platform-data-sharing.png)

   If you are the data owner, Google will be able to share data directly to you
   without additional permissions. For Google to share this data with anyone
   else, prior permissions must be obtained from the data owner (which is
   typically the advertiser but can be the media agency or other third-party).
   The data owner is defined as the media-buying entity listed on the
   **Payments** profile.
6. Click **Review** and review the project information. Click **Back** to make
   changes. Click **Create Project \> Done** to create the project. It can take
   up to three weeks for the final delivery of data.

   ![Review and create project](https://developers.google.com/static/meridian/images/data-platform-review-create.png)
7. From your workspace, select the **Standard Projects** or
   **Recurring Projects** tab to access the approved data. To access data in
   Google Drive, click **Access to data** in the row for your project.
   Alternatively, access data from a data lake if you configured one.

> [!NOTE]
> **Note:** The MMM Data Platform lets you file a bug ticket for technical issues using the question mark icon in the top right corner. For information regarding the status or specifics of your data request, contact your Google Sales team.

## Data taxonomies for MMM Data Platform

Product types with `_OTHER` are a catchall for products not
specifically classified within the feed, and these products should be grouped
with their respective channels.

### Google Ads

The following image shows a high-level data feed taxonomy for Google Ads.
(*Click the image to enlarge.*)

![](https://developers.google.com/static/meridian/images/data-feed-ads.png)

![](https://developers.google.com/static/meridian/images/data-feed-ads.png)

The following image shows the in-depth data formats for Google Ads VVC, VRC,
Masthead, and Demand Gen. (*Click the image to enlarge.*)

![](https://developers.google.com/static/meridian/images/data-feed-ads-deep-dive.png)

![](https://developers.google.com/static/meridian/images/data-feed-ads-deep-dive.png)

Here's a detailed schema for the Google Ads data feed,
with field descriptions and sample values.

| Google Ads Data Feed Column Name | Data Type | Sample Value | Description |
|---|---|---|---|
| `GroupName` | string | `Generic Brand` | The name of the custom grouping for this data feed, used for organizing data. |
| `ReportDate` | string | `2025-08-05` | The date the data is reported, in `YYYY-MM-DD` format. |
| `TimeGranularity` | string | `DAILY` | The time interval for the report (for example, `DAILY`, `WEEKLY`). |
| `Product` | string | `AUCTION_VIDEO_REACH_VRC` | The specific Google Ads product associated with the data. |
| `CountryCriteriaId` | int64 | `2840` | The unique geographic ID for the country, as defined by Google. |
| `CountryName` | string | `United States` | The name of the country. |
| `RegionCriteriaId` | int64 | `21137` | The unique geographic ID for the region (for example, state, province). |
| `RegionName` | string | `California` | The name of the region. |
| `MetroCriteriaId` | int64 | `200803` | The unique geographic ID for the metro or Designated Market Area (DMA). |
| `MetroName` | string | `Los Angeles, CA` | The name of the metro or DMA. |
| `Device` | string | `MOBILE` | The type of device where the ad was shown (for example, `MOBILE`, `DESKTOP`, `TABLET`). |
| `Targeting` | string | `OTHER` | The targeting method used for the ad. |
| `IsGooglePreferred` | bool | `FALSE` | Indicates if the ad placement was part of the premium Google Preferred network (`TRUE`/`FALSE`). |
| `CurrencyCode` | string | `USD` | The ISO 4217 currency code for cost-related metrics. |
| `BiddingStrategyType` | string | `BIDDING_STRATEGY_TYPE_TARGET_CPM` | The bidding strategy used for the campaign (for example, Target CPM, Maximize Conversions). |
| `CampaignType` | string | `CAMPAIGN_TYPE_VIDEO` | The primary type of the campaign (for example, `VIDEO`, `PMAX`, `SEARCH`). |
| `CampaignSubType` | string | `CAMPAIGN_SUB_TYPE_NON_SKIPPABLE` | The specific subtype of the campaign for more detailed classification. |
| `AdGroupType` | string | `ADGROUP_TYPE_RESPONSIVE` | The type of the ad group within the campaign. |
| `Impressions` | int64 | `15234` | The total number of times the ad was shown on a search result page or other site. |
| `Clicks` | int64 | `89` | The total number of clicks on the ad. |
| `CostUsd` | double | `450.75` | The total cost of all clicks or impressions in US dollars. |
| `Cost` | double | `450.75` | The total cost in the local currency specified by `CurrencyCode`. |
| `VideoViews` | int64 | `11042` | The number of times a video ad was viewed, as defined by the platform. |
| `TopImpressionsPercentage` | double | `0.652` | The percentage of your ad impressions that are shown anywhere above the organic search results. |
| `AbsoluteTopImpressionsPercentage` | double | `0.213` | The percentage of your ad impressions that are shown as the very first ad above the organic search results. |
| `Interactions` | int64 | `11200` | The total number of user interactions with an ad (for example, clicks, views, swipes). |
| `Account_ID` | int64 | `1234567890` | The unique identifier for the Google Ads account. |
| `Account_Name` | string | `Generic Brand Main Account` | The user-defined name of the Google Ads account. |

### Display \& Video 360

The following image shows a high-level data feed taxonomy for Display \& Video
360. (*Click the image to enlarge.*)

![](https://developers.google.com/static/meridian/images/data-feed.png)

![](https://developers.google.com/static/meridian/images/data-feed.png)

The following image shows the in-depth data formats for Display \& Video
360 Shorts, VAC, VRC, and VVC. (*Click the image to enlarge.*)

![](https://developers.google.com/static/meridian/images/data-feed-deep-dive.png)

![](https://developers.google.com/static/meridian/images/data-feed-deep-dive.png)

Here's a detailed schema for the Display \& Video 360 data
feed, with field descriptions and sample values.

| DV360 Data Feed Column Name | Data Type | Sample Value | Description |
|---|---|---|---|
| `AdvertiserName` | string | `Generic Brand` | The name of the advertiser in Display \& Video 360. |
| `AdvertiserId` | int64 | `987654321` | The unique ID for the advertiser. |
| `CurrencyCode` | string | `USD` | The ISO 4217 currency code for the advertiser's account. |
| `CampaignName` | string | `Generic_Brand_Summer_Sale_2025` | The user-defined name of the DV360 campaign. |
| `CampaignId` | int64 | `11223344` | The unique ID for the campaign. |
| `InsertionOrderName` | string | `Q3_Video_Performance` | The name of the insertion order, which contains a group of line items. |
| `InsertionOrderId` | int64 | `55667788` | The unique ID for the insertion order. |
| `LineItemName` | string | `YouTube_Performance_CA_TX` | The name of the line item, which specifies bidding, targeting, and budget. |
| `LineItemId` | int64 | `99887766` | The unique ID for the line item. |
| `LineItemType` | string | `YOUTUBE_AND_PARTNERS` | The type of line item, indicating where it runs (for example, YouTube, TrueView). |
| `CreativeType` | string | `DV360_CREATIVE_TYPE_UNKNOWN` | The type of creative ad format used (for example, Video, Display). |
| `DeviceType` | string | `DV360_DEVICE_TYPE_CONNECTED_TV` | The type of device where the ad was displayed. |
| `RegionName` | string | `Texas` | The name of the targeted geographical region. |
| `RegionCriteriaId` | int64 | `21176` | The unique geographic ID for the targeted region. |
| `DmaName` | string | `Dallas-Ft. Worth, TX` | The name of the targeted Designated Market Area (DMA). |
| `DmaCriteriaId` | int64 | `200625` | The unique geographic ID for the targeted DMA. |
| `ReportDate` | string | `2025-08-05` | The date for which the data is reported, in `YYYY-MM-DD` format. |
| `GoogleOwnedAndOperated` | bool | `TRUE` | Indicates if the ad impression was on a Google-owned property (`TRUE`/`FALSE`). |
| `IsYouTubeSelect` | bool | `FALSE` | Indicates if the placement was part of the premium YouTube Select inventory (`TRUE`/`FALSE`). |
| `TrueViewProductType` | string | `VRC` | The specific TrueView product type (for example, Video Reach Campaign - VRC). |
| `DurationSeconds` | double | `15.0` | The duration of the video creative in seconds. |
| `CampaignSubType` | string | `DV360_CAMPAIGN_SUB_TYPE_AUTOMATED_MIX` | The specific subtype of the campaign for more detailed classification. |
| `AdGroupType` | string | `DV360_ADGROUP_TYPE_RESPONSIVE` | The type of the ad group within the campaign. |
| `BiddingStrategyType` | string | `DV360_BIDDING_STRATEGY_TYPE_TARGET_CPM` | The bidding strategy used for the line item (for example, Target CPM). |
| `Impressions` | int64 | `543210` | The number of times an ad was served, regardless of whether it was seen or clicked. |
| `BillableImpressions` | int64 | `543000` | The number of impressions that were billable to the advertiser. |
| `ActiveViewViewableImpressions` | int64 | `412345` | The number of impressions that were considered viewable according to Active View standards. |
| `Clicks` | int64 | `1234` | The total number of clicks on the ad. |
| `CompleteViews` | int64 | `487654` | The number of times a video ad was viewed to completion. |
| `MediaCost` | double | `2345.67` | The total cost of the media in the advertiser's specified currency. |
| `MediaCostUsd` | double | `2345.67` | The total cost of the media converted to US dollars. |

### Reach \& Frequency (R\&F)

Here's a detailed schema for the Reach \& Frequency (R\&F) data feed, with field
descriptions and sample values.

| R\&F Data Feed Column Name | Data Type | Sample Value | Description |
|---|---|---|---|
| `GroupName` | string | `All` | The name associated with this grouping of IDs. |
| `ReportDate` | string | `2023-05-15` | Same as the report date for the standard Google Ads report, such as "2021-10-31" |
| `TimeGranularity` | string | `WEEKLY_MONDAY` | Same as in Google Ads report. |
| `GeoType` | string | `REGION` | "COUNTRY", "REGION", or "DMA" |
| `GeoCriteriaId` | int64 | `21182` | Criterion ID of the geo location this breakout is for. |
| `GeoName` | string | `Wisconsin` | Name of the geo location this breakout is for. |
| `Reach` | int64 | `12345678` | Count of unique users with impressions in the reporting period. |
| `Impressions` | int64 | `123456` | Count of total impressions, without deduplication, in the reporting period. |
| `AverageFrequency` | double | `1.123123` | Impressions / Reach |
| `Population` | int64 | `1234567` | Eligible number of unique users, a theoretical upper bound for Reach based on census data. |
| `RollingWindowStartDate` | string | `2023-04-24` | For the cumulative rolling window reach metrics, the start date (inclusive) of the window. |
| `RollingWindowEndDate` | string | `2023-05-21` | For the cumulative rolling window reach metrics, the end date (inclusive) of the window. |
| `RollingWindowCumulativeReach` | int64 | `219024` | Count of unique users with impressions in the rolling window. |
| `RollingWindowCumulativeImpressions` | int64 | `397512` | Count of total impressions, without deduplication, in the rolling window. |
| `RollingWindowAverageFrequency` | double | `1.123123` | RollingWindowCumulativeImpressions / RollingWindowCumulativeReach |

### Google Query Volume (GQV)

Here's a detailed schema for the GQV data feed, with field descriptions and
sample values.

| GQV Data Feed Column Name | Data Type | Sample Value | Description |
|---|---|---|---|
| `QueryLabel` | string | `GENERIC` | "BRAND" or "GENERIC" |
| `ReportDate` | string | `2022-09-25` | Same as the report date for the standard Google Ads report, such as "2021-10-31" |
| `TimeGranularity` | string | `WEEKLY_SUNDAY` | Same as in Google Ads report. |
| `GeoCriteriaId` | int64 | `21144` | Criterion ID of the geo location this breakout is for. |
| `GeoName` | string | `Hawaii` | Name of the geo location this breakout is for. |
| `GeoType` | string | `STATE` | "COUNTRY", "STATE", or "DMA_REGION" |
| `IndexedQueryVolume` | double | `0.123123123` | Consistent, baselined and normalized query volume index. |