Total clicks/cost from keywords performance vs ad groups performance report in Google Ads

[Акулов Алексей]

Hi Community,

It is clear to me that in Google Ads we have multiple "performance" reports, where we can check cost on different aggregation levels. 

Let's have an example:

1. Get keywords performance report: CampaignName, AdGroupName, AdNetworkType1, AdNetworkType2, Criteria, KeywordMatchType, Cost, Clicks

2. Get ad groups performance report: CampaignName, AdGroupName, AdNetworkType1, AdNetworkType2, Cost, Clicks

We have 2 reports, which return data on different aggregation levels: keywords vs ad groups. 

But my assumption was that in total that should return the same results: 

Let's say I will aggregate keywords performance report data on AdGroupName level and will get the same Cost and Clicks as for ad groups performance report.

But what I got in real life is:

For keyword performance report I got 2 types of AdNetworkType1: SearchNetwork (where I got real keywords and their cost and clicks) and DisplayNetwork(where I get "AutomaticContent" keyword and aggregated value of clicks and cost)

For ad group performance report I got 2 types of AdNetworkType1: SearchNetwork and DisplayNetwork both aggregated on ad group level.

SearchNetwork part matches correctly, but  DisplayNetwork for "AutomaticContent" in keyword performance aggregated on ad group level doesn't match DisplayNetwork ad group performance report (here I got much larger value for cost and clicks)

Why such can happen? 

Does that fine to use keywords performance report to aggregate and get data on higher levels, such as ad group or campaign level?

Thanks in advance. 

[Google Ads API Forum Advisor Prod]

Hi,

Thank you for reaching out. Regarding the said reports, each report is aggregated on completely different entities and statistics generated by the said entities would sometimes indeed not match. That is why our recommendation is to not compare reports specializing on different levels.

Since this appears to be more of a product related concern, I would recommend that you reach out to the product experts via the Google Ads Community Forum to learn more about how performance data are associated to specific entities.

Best regards,
Peter
Google Ads API Team

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