About data freshness

As you’re looking at your Google Ads 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's helpful to know that some recent account data may not be showing up yet.

How it works

In most cases, your account statistics (such as clicks, conversions, and impressions) are delayed by less than 3 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 up to 15 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 for some of these reports happens at the same local time in all time zones. Factor in your local time zone to determine when these metrics will be ready.

For example, impressions for the previous day will be ready at 3 a.m. the next day for every time zone. Other metrics such as demographic reports or reach metrics for the prior day are created daily at 6 p.m. Pacific Time. If you're located in New York City (GMT-5), you won't notice an updated demographic report from January 1 until 9 p.m. on January 2, since New York is 3 hours ahead of the Pacific Time Zone (PT).

The chart below shows when some common statistics and reports will be ready and up-to-date with Sunday’s data in 3 sample time zones.

Metric/Report When your data for Sunday will be ready if you’re in San Francisco (PST). When your data for Sunday will be ready if you’re in London (GMT). When your data for Sunday will be ready if you’re in Tokyo (JST).
Most metrics, including: clicks, impressions, search top impression rate, search absolute top impression rate, and conversions (attributed with the “Last click” model) 3 a.m. Mon. 3 a.m. Mon. 3 a.m. Mon.
Non-Last Click Conversions (attributed with models other than “Last click”) 3 p.m. Mon. 3 p.m. Mon. 3 p.m. Mon.
Automatic placements, geographic, and Search terms 6 a.m. Mon. 6 a.m. Mon. 6 a.m. Mon.
Search Channel: Search Auction Insights, Search Impression Share, Search top impression share, Search absolute top impression share 4 p.m. Mon. 11 p.m. Mon. 8 p.m. Mon.
Shopping Channel: Shopping Auction Insights, Shopping Impression Share 2 a.m. Tues. 9 a.m. Tues. 6 p.m. Tues.
Reach metrics 11 a.m. Tues. 7 p.m. Tues. 6 a.m. Wed.

While most reports and metrics are continuously updated, auction insights, impression share, and Search terms are updated a few times a day, and 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 landing pages, you may need to wait up to 14 days for those changes to be reflected in the column.


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 (for example, clicks) in a subsequent month, they will be listed as billing adjustments.

Conversions imported from Google Analytics

Goals and transactions imported from Google Analytics into Google Ads are typically reflected in your Google Ads conversion statistics within 12 hours when attributed using the “Last click” attribution model, and within 24 hours when using other models. For comparison, Google Ads 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.

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