Categories: Reporting

Don’t Send AdWords Reports Before Google’s Data Is Complete

Sending reports of AdWords results to clients is one of the more time consuming tasks agencies deal with so it’s not surprising that our scheduled reports are one of the more popular tools in Optmyzr. So for everyone using our scheduled reports, here’s a big mistake to avoid: don’t send your reports before the data is locked in!

The mistake we see is that agencies report too soon after the month ends which may lead some metrics to be incomplete for the simple reason that it takes time for AdWords and Analytics (GA) to publish all the data to advertisers’ accounts.

For example, did you know that Impression Share data won’t be ready until 13 hours after the day ends! Even click and impression data can take 3 hours to be completely posted to your account. AdWords sheds some light on reporting delays here. When it comes to conversion data from GA that is imported to AdWords, this can take up to 3 days.

Source: Google.com, May 2015

Because you don’t want to report incomplete data to your clients, we recommend sending monthly reports no sooner than the 2nd of the month, and no sooner than the 4th if you include goals from GA.

Weekly reports (for weeks ending Sunday) should be sent no sooner than Tuesday morning or Thursday morning if you include GA data.

You get the picture… it takes time for AdWords and GA to get the data ready so keep this in mind when deciding when to send your reports to clients or stakeholders. Review and edit all your own scheduled reports in Optmyzr.




Frederick Vallaeys :Frederick Vallaeys was one of the first 500 employees at Google where he helped grow the AdWords search marketing system and served as Google’s AdWords Evangelist, teaching advertisers about which Google products are best to support their marketing goals. He was a key player on several of the teams that made AdWords into the leading platform for search marketing, including the team that started the AdWords Editor and the one that acquired Urchin (now Google Analytics). He has contributed his technical expertise to several AdWords books including bestsellers like “AdWords for Dummies,” “Advanced Google AdWords,” and “Quality Score in High Definition” and he writes a monthly blog for searchengineland.com. He helps advertisers improve their search marketing results through Optmyzr.com, an AdWords tool company that makes a Historical Quality Score Tracker, One-Click AdWords Optimizations and other tools to make account management more efficient.