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.

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 3 a.m. Wed. 3 a.m. Wed. 3 a.m. Wed.
Automatic placements, geographic, and Search terms 6 a.m. Wed. 6 a.m. Wed. 6 a.m. Wed.
Auction insights 10 a.m. Wed. 8 p.m. Wed. 4 a.m. Thurs.
Impression share 1 p.m. Wed. 11 p.m. Wed. 7 a.m. Thurs.
Top movers 6 p.m. Wed. 2 a.m. Thurs. 10 a.m. Thurs.

While most reports and metrics are continuously updated, the following are only updated once per day. See the table above for actual update times.

Reports and metrics calculated daily

  • Impression share
  • Auction insights
  • Top movers

Conversions imported from Google Analytics

Goals that are imported from a linked Google Analytics account are imported on a daily basis. Therefore, these metrics may not be reflected in your conversion statistics for 24-72 hours (based on your time zone).

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.


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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