get_language

Identifies the language code from a campaign name. This is used to segment performance reporting by the language of the ad creative.

Signature

get_language(campaign STRING, platform STRING) RETURNS STRING

Parameters

Parameter	Type	Description
campaign	STRING	The full campaign name string
platform	STRING	The advertising platform (google, microsoft, linkedin, reddit, 6sense, stackadapt)

Return Value

Returns a STRING with one of the following ISO-style language codes:

Value	Language
EN	English
DE	German
FR	French
ES	Spanish
PT	Portuguese
IT	Italian
JA	Japanese
KO	Korean
ZH	Chinese
Unknown	Default when no language code is detected

Platform-Specific Behavior

The language code sits at different positions within each platform's naming convention. Most platforms place it as the 5th pipe-delimited segment, but StackAdapt uses a different structure that requires special position handling.

Platform	Parsing Notes
Google / Microsoft	Typically the 5th pipe-delimited segment
LinkedIn	LinkedIn-specific naming position
Reddit	Reddit-specific naming position
6sense	Underscore-delimited naming position
StackAdapt	Special position handling -- language may appear in a non-standard location

Example

SELECT
  CampaignName,
  customer_ads_suse.get_language(CampaignName, 'google') AS Language,
  SUM(Impressions) AS TotalImpressions
FROM `paidteam-data-warehouse.customer_ads_suse.suse_google_adlevel_final_v2`
WHERE Date >= '2026-01-01'
GROUP BY CampaignName, Language
ORDER BY TotalImpressions DESC
LIMIT 10;

Sample output:

CampaignName	Language	TotalImpressions
SUSE | SRCH | NA | T1 | EN | Linux | SLES	EN	125000
SUSE | SRCH | EMEA | T1 | DE | Linux | SLES	DE	43000
SUSE | DISP | EMEA | T1 | FR | Cloud Native | Rancher	FR	31000
SUSE | PSOC | APAC | T1 | JA | AI | MLS	JA	18000

Multi-Language Performance Analysis

-- Compare CTR across languages for a specific product
SELECT
  customer_ads_suse.get_language(CampaignName, 'google') AS Language,
  customer_ads_suse.get_product(CampaignName, 'google') AS Product,
  SUM(Impressions) AS TotalImpressions,
  SUM(Clicks) AS TotalClicks,
  SAFE_DIVIDE(SUM(Clicks), SUM(Impressions)) AS CTR
FROM `paidteam-data-warehouse.customer_ads_suse.suse_google_adlevel_final_v2`
WHERE Date >= '2026-01-01'
GROUP BY Language, Product
HAVING TotalImpressions > 1000
ORDER BY Product, CTR DESC;

StackAdapt Note

StackAdapt campaigns may encode the language in a non-standard position compared to other platforms. The function handles this automatically when 'stackadapt' is passed as the platform parameter, but be aware that StackAdapt campaign names may look structurally different from campaigns on other platforms.