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Determining your data's freshness

As you’re looking at your AdWords account data, it’s important to consider how fresh your statistics are. Performance data isn’t available instantly, and some metrics are only updated once a day. When gauging your account performance, it is helpful to know that some recent account data may not be showing up yet.

In most cases, your account statistics (such as clicks, conversions and impressions) are delayed by less than three hours. For example, statistics on the total of all clicks received by 6 p.m. on Friday will usually be available by 9 p.m. Friday night, local time. Conversions attributed using attribution models other than “Last click” are typically delayed by an additional 12 hours.

However, some metrics and reports take longer to process or are only calculated once a day (rather than on a continuous basis). Daily processing of these reports happens in Pacific Time [GMT-8], so you should factor in your time zone when determining when your previous day’s metrics will be ready. For instance, demographic reports for the prior day are created daily at 6 p.m. Pacific Time. If you are located in New York City [GMT-5], you won't see an updated demographic report from January 1 until 9 p.m. on January 2 (since New York is three hours ahead of the Pacific time zone).

The chart below shows when some common statistics and reports will be ready and up-to-date with Tuesday’s data in three sample time zones.

Metric/Report When your data for Tuesday will be ready if you’re in San Francisco (PST). When your data for Tuesday will be ready if you’re in London (GMT). When your data for Tuesday will be ready if you’re in Tokyo (JST).
Most metrics, including: clicks, impressions, and conversions (attributed with the “Last click” model) 3 a.m. Wed. 3 a.m. Wed. 3 a.m. Wed.
Conversions (attributed with models other than “Last click”) 3 p.m. Wed. 3 p.m. Wed. 3 p.m. Wed.
Automatic placements, geographic, and Search terms 6 a.m. Wed. 6 a.m. Wed. 6 a.m. Wed.
Auction insights and impression share 12 p.m. Wed. 12 p.m. Wed. 12 p.m. Wed.
Top movers 6 p.m. Wed. 2 a.m. Thurs. 10 a.m. Thurs.

While most reports and metrics are continuously updated, auction insights, impression share, and Search terms are updated a few times a day. Top movers are updated once a day. The data in your “Mobile-friendly click rate” column may be up to 14 days old. If you've made recent updates to one of your pages, you may need to  wait up to 14 days for those changes to be reflected in the column.

Conversions imported from Google Analytics

Goals and transactions imported from Google Analytics into AdWords are typically reflected in your AdWords conversion statistics within 12 hours when attributed using the “Last click” attribution model, and within 24 hours when using other models. For comparison, AdWords conversion tracking data is typically reflected within 3 hours for conversions attributed using the “Last click” model, and within 15 hours when using other models.

My Client Center

Please note that all statistics on the My Client Center Performance and Budget tabs may not contain complete data for activity that occurred in the past six hours. However, all reports generated from the Client Reporting tab reflect the most up to date AdWords data.

Adjustments

Your metrics may occasionally be updated one or more days after a click occurs. This can happen for a number of reasons, including (but not limited to):

  • When a conversion occurs days after the initial click
  • When we detect invalid traffic that needs to be removed

If adjustments are made to any billable events (e.g. clicks) in a subsequent month, they will be listed as billing adjustments.

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