Why is historical data in Google Ads changing when pulled again?

[K T]

Hi,

We are pulling data from Google Ads using Fivetran, but we’ve noticed that when we fetch the same data (from 2 days back) again as per our scheduled runs, the numbers have changed. This is impacting our reports and analysis.

For example, the cost we have received on 11th is $1000, on the next day, it was decreased to $1100 and on the following day, it reduced to $900.

Has anyone else experienced this? What could be the reason for these updates in past data? Is there a way to ensure consistency in historical data?

Any insights would be helpful. Thanks!

[K T]

Just a correction,

For example, the cost we have received on Mar 11th is $1000, on the next day, it was increased to $1100 and on the following day, it reduced to $900 for the same date i.e. Mar 11th

[Google Ads API Forum Advisor]

Hi,

Thank you for reaching out to the Google Ads API support team.

Yes, this is expected behavior as the backend is adjusting metrics and this is also related to data freshness discussed in this document.  

It seems that you are using the Fivetran to pull the Google Ads. So, please confirm if you are using any of the reports from the Google Ads API to fetch the metrics.cost_micros?  

Thanks,
 

Google Ads API Team

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[2025-03-24 12:04:02Z GMT] This message is in relation to case "ref:!00D1U01174p.!5004Q02vHC9x:ref" (ADR-00296172)

[K T]

Hi,

We are pulling campaign and ad_group_ad reports.  Also, what is the maximum number of days of past data that can be updated?

Thanks,

KT

[Google Ads API Forum Advisor]

Hi,

Beginning on November 13, 2024, reporting data collected by Google Ads will be available for 11 years. After that period, the data will not be accessible via the Google Ads interface or APIs. I would suggest referring to the Google Ads Data Retention Policy for more information.

Thanks,
 

Google Ads API Team

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[2025-03-25 08:10:55Z GMT] This message is in relation to case "ref:!00D1U01174p.!5004Q02vHC9x:ref" (ADR-00296172)

[K T]

Hi, 

It seems that you misunderstood my question. 

You have mentioned "Yes, this is expected behavior as the backend is adjusting metrics and this is also related to data freshness discussed in this document. "

So, How many days of past data metrics it will adjust in the backend? is it 2 days or 7 days?

[K T]

Hi,

I was asking how many days of past data changes /adjusts. For example, can we trust the metrics of the date 2025-03-23 that I have pulled today. Will those metrics change tomorrow or future and when can I expect that the metrics won't change?

[Google Ads API Forum Advisor]

Hi,

Please note that your concern is related to Google Ads and our team only provides support for Google Ads API related concerns and technical implementations. In order to help you further with your issue, please provide your customer Id, so we can route this case to the respective support team.

You can send the details via Reply privately to the author option, or direct private reply to this email. 

Thanks,
 

Google Ads API Team

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[2025-03-25 14:04:50Z GMT] This message is in relation to case "ref:!00D1U01174p.!5004Q02vHC9x:ref" (ADR-00296172)

[K T]

My concern is related to Google Ads API itself

[K T]

I will elaborate on the issue again.

We are pulling data from the Google Ads API using Fivetran.

We have observed that cost metrics for previous days (e.g., March 23rd) are being updated on March 24th and March 25th. This fluctuation is impacting our core reports, as the cost metrics are not stable.

We would like to understand how many past days' metrics can be expected to change or adjust and when these metrics will stabilize.

In your initial response, you mentioned that the metrics do adjust.

[Google Ads API Forum Advisor]

Hi,

I understand that you are fetching data using Fivetran which is internally using Google Ads API. Please note that the data that is being fetched using Google Ads API is getting retrieved from Google Ads UI. So, the data that you are fetching depends on the data that is present in Google Ads UI. As you are looking for an answer to how much time does it take for Google Ads to stabilize the data or how much time can be expected from Google Ads for processing the data related to 'campaign/ ad_group', the concern is related to Google Ads UI and is out of scope for our team.

In order to help you further with your issue, please provide your customer Id, so we can route this case to the respective support team.

You can send the details via Reply privately to the author option, or direct private reply to this email.

Thanks,
 

Google Ads API Team

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[2025-03-26 12:14:36Z GMT] This message is in relation to case "ref:!00D1U01174p.!5004Q02vHC9x:ref" (ADR-00296172)

[K T]

Hi, 

Thanks for the detailed response. 8650666401is the customer id.

[Google Ads API Forum Advisor]

Hi,

I'm adding another support team for their expertise in troubleshooting your issue. You should receive an email to assist you shortly.

Please note that our team can only assist with the technical queries or concerns related to the Google Ads API.

Thanks,
 

Google Ads API Team

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[2025-03-26 13:31:59Z GMT] This message is in relation to case "ref:!00D1U01174p.!5004Q02vHC9x:ref" (ADR-00296172)

[K T]

Thanks, waiting for the response from another support team.