Google Ads - Troubleshooting

Updated on

Jun 7, 2024

Data discrepancy issues

“Ad Group...” and “Ads...” Report types data discrepancy

Google Ads doesn’t have an Ad Group and Ad level for these Campaign types. This could cause less reported data for the “Ad Group...” and “Ads...” Report types in your reports than in Google Ads UI.

Because of this, Report types at this level of detail don’t contain data for the Performance Max and Smart Campaign types. Learn more here.

We suggest using campaign-level Report types to avoid data discrepancy.

Impression Share metrics data discrepancy

Impression share (Search impression share, Display impression share, Search lost IS (budget), etc.) metrics are reported separately for each campaign type and aren’t aggregated across the account. Learn more here.

App Campaigns & App Campaigns for Engagement types data discrepancy

Google Ads API does not include specific types for App Campaigns and App Campaigns for Engagement. As a result, these campaign types will be categorized under "MULTI_CHANNEL" in the system. This means there might be discrepancies in designation of the type of campaigns displayed on the UI and the API.

Read the official documentation for further information.

Keywords, Search Query, and Shopping Reports data discrepancy

Data discrepancy issues could be observed with reports that use keyword_view, search_term_view, and shopping_performance_view resources. The most likely reason is that Google Ads does not allocate metrics on deeper levels of granularity.List of Report types, that use these resources:

Report type Resource Campaign
device_keywords keyword_view Search Campaigns
keywords keyword_view Search Campaigns
keywords_conversions keyword_view Search Campaigns
keywords_extended keyword_view Search Campaigns
keywords_week_reach keyword_view Search Campaigns
search_query search_term_view Search Campaigns
search_query_video search_term_view Search Campaigns
search_query_keywords search_term_view Search Campaigns
search_query_keywords_video search_term_view Search Campaigns
search_query_conversions search_term_view Search Campaigns
shopping shopping_performance_view Shopping Campaigns
shopping_brand shopping_performance_view Shopping Campaigns
user_vertical_interests shopping_performance_view Shopping Campaigns

Keyword and Search Query reports contain only Search Campaigns, while Shopping reports contain onlyShopping Campaigns. So, make sure that missing data is not from Performance Max or Display or Video campaigns. If you’re looking for data from non-supported campaigns, we suggest using different Report types with less (not deep) granularityThis is also true for all Report types that use fields from these views as a segment.

In most cases, Google Ads data actually matches the data from your reports when compared with the same dimensions and granularity. If that’s also the case for you, then we suggest using different reports with lower granularity (not Keywords/Shopping), where data is consistent. Also, you could contact Google Ads Product Team to ask why the data isn’t allocated properly on Keyword/item_id levels.

Search keyword performance

Metric values for Search keywords are not currently supported by Google Ads API.

Because of this, we can’t retrieve data for keywords-based Report types via Google Ads API that you see in the “Total: Search keywords on display network” row of the report generated in the UI:

The API returns an empty response for the "Geo Adgroups City" report type

The API provides an empty response for the geo_adgroups_city report type because your Google Ads account don't have data for the segments.geo_target_metro field.

Difference in Lookback window settings

You may encounter the problem of data discrepancy due to the difference between the Lookback window parameter in Improvado UI and in Google Ads platform.


You need to change your Lookback window option in your extraction order settings in Improvado UI. You can learn more about it here.

If you don't see the option you need in the Lookback window dropdown, contact our support team.

Campaign types support for different resources

Campaign type vs. Advertising Channel Type/Sub Type

Campaign subtypes in the Google Ads UI, such as Standard and All features, help UI users find relevant campaign options, but there is no corresponding attribute in the API's Campaign object. This UI column is similar to the AdvertisingChannelType and AdvertisingChannelSubType fields in the API, but there is no one-to-one mapping between these fields and the Campaign subtype in the UI.

For example, a Search-only campaign created using the API will always be a Features campaign from the UI perspective. Learn more here.

Smart campaigns, Performance Max campaigns

Some campaigns (e.g., Smart, Performance Max) can’t contain assigned ad groups. Hence, they will not be included in Adgroup-level Report types.

Google Ads API supports Performance Max report data at a campaign level, and not Adgroup level or Ad level. That means that no rows for Performance Max campaigns will be returned when requesting Adgroup or Ad level metrics. Learn more here.

Note: Performance (impressions, cost, clicks, etc.) for Performance Max is available using the Campaign resource.

Custom columns

Google Ads UI has a Custom columns feature which allows you to add custom columns with formulas.

These metrics are not available in your reports because we cannot obtain these columns from Google Ads API. But, as an alternative, you can calculate these columns on your side using available metrics.

Relation between Video Views and Video Quartiles

If you compare numbers from the Video Quartiles Report (Video-played-to metrics) and View or View Rate, you will observe a significant discrepancy.

The reason is that quartile views (reported as free clicks in Google Ads UI) aren't de-spammed, so they aren't representative of the actual view rates. Also, the view numbers are de-spammed (potentially heavily). Seeing a large discrepancy here is possible.Additional notes:

  • Bumper ads are 6-second non-skippable ads that do not accrue view counts on the video and only record impressions. This is expected behavior and should be noted when looking at reporting.
  • However, for bumper ads, you can measure the video play rate to help advertisers learn how much of your video ads customers actually see.
  • Play rate is a ratio that calculates the number of plays your video ads receive divided by its impressions (the number of times your video ad is shown).
  • The Playbacks through 50% of the video column, for example, will display the number of playbacks that reached at least halfway through the video. Keep in mind that because people may skip to different sections of the video, percent playback numbers won't always decline linearly.

You can learn more about Measuring image and video ad performance and Play rate.

Discovery product feed campaign subtype

Even though Discovery campaigns are already supported by the Google Ads API v12, the Discovery product feed campaign subtype is currently not supported by Google Ads API. Learn more here.

Install metrics are not supported yet

Install metrics are currently not supported by Google Ads API. But to get this value you can try to use conversions for the  first_open event. Learn more here.

Missing campaigns with "Demand Gen" type

Google Ads does not support campaigns with the Demand Gen type. In their latest API version Demand Gen channel type is not listed yet. Once the campaign type is added to the API Improvado will start extracting it automatically.

You can learn more about supported channel types here.

Wrong permissions

Error message:

{%docs-informer error%} "Error: permission error GoogleAds Error status code: 403. Request had insufficient authentication scopes." {%docs-informer-end%}

To resolve this issue, follow the steps below:

  1. Click the Connections in the left navigation bar.
  2. Find your Google Ads connection and go to the Settings tab.
  3. Re-connect your account.
  1. Grant Improvado your permission to see, edit, create and delete your Google Ads accounts and data.

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Contact your Customer Success Manager or raise a request in Improvado Service Desk.