Impressions in Keyword vs Search Query Performace Report

[Tjeerd Kramer]

I have generated a SEARCH_QUERY_PERFORMANCE_REPORT (SQPR) as well as a KEYWORDS_PERFORMANCE_REPORT (KWPR).

In both reports, I have deleted all data except for a single KeywordId. My problem is, that the Impressions from the SQPR do not match with the Impressions in the KWPR.

I have fiddled around with the columns generated in both reports, and here's what I am grabbing:

For the KEYWORDS_PERFORMANCE_REPORT:

'AccountCurrencyCode',
'AccountDescriptiveName',
'AccountTimeZoneId',
'AdGroupId',
'AdGroupName',
'AdGroupStatus',
'AdNetworkType1',
'AdNetworkType2',
'ApprovalStatus',
'AverageCpc',
'AverageCpm',
'AveragePosition',
'BottomPosition',
'CampaignId',
'CampaignName',
'CampaignStatus',
'Clicks',
'ClickSignificance',
'ConversionManyPerClickSignificance',
'ConversionRate',
'ConversionRateManyPerClick',
'ConversionRateManyPerClickSignificance',
'ConversionRateSignificance',
'Conversions',
'ConversionSignificance',
'ConversionsManyPerClick',
'ConversionValue',
'Cost',
'CostPerConversion',
'CostPerConversionManyPerClick',
'CostPerConversionManyPerClickSignificance',
'CostPerConversionSignificance',
'CostSignificance',
'CpcBidSource',
'CpcSignificance',
'CpmSignificance',
'CriteriaDestinationUrl',
'Ctr',
'CtrSignificance',
'CustomerDescriptiveName',
'Date',
'DayOfWeek',
'DestinationUrl',
'Device',
'ExternalCustomerId',
'FirstPageCpc',
'Id',
'Impressions',
'ImpressionSignificance',
'IsNegative',
'KeywordMatchType',
'KeywordText',
'MaxCpc',
'MaxCpm',
'Month',
'MonthOfYear',
'OriginalMaxCpc',
'PercentCpa',
'PositionSignificance',
'PreferredPosition',
'PrimaryCompanyName',
'PrimaryUserLogin',
'ProxyMaxCpc',
'QualityScore',
'Quarter',
'Slot',
'Status',
'TotalConvValue',
'ValuePerConv',
'ValuePerConversion',
'ValuePerConversionManyPerClick',
'ValuePerConvManyPerClick',
'ViewThroughConversions',
'ViewThroughConversionsSignificance',
'Week',
'Year',

For the SEARCH_QUERY_PERFORMANCE_REPORT:

'AccountCurrencyCode',
'AccountDescriptiveName',
'AccountTimeZoneId',
'AdGroupId',
'AdGroupName',
'AdGroupStatus',
'AdNetworkType1',
'AdNetworkType2',
'AverageCpc',
'AverageCpm',
'AveragePosition',
'CampaignId',
'CampaignName',
'CampaignStatus',
'Clicks',
'ConversionRate',
'ConversionRateManyPerClick',
'Conversions',
'ConversionsManyPerClick',
'ConversionValue',
'Cost',
'CostPerConversion',
'CostPerConversionManyPerClick',
'CreativeId',
'Ctr',
'CustomerDescriptiveName',
'Date',
'DayOfWeek',
'DestinationUrl',
'Device',
'ExternalCustomerId',
'Impressions',
'KeywordId',
'MatchType',
'MatchTypeWithVariant',
'Month',
'MonthOfYear',
'PrimaryCompanyName',
'PrimaryUserLogin',
'Quarter',
'Query',
'TotalConvValue',
'ValuePerConv',
'ValuePerConversion',
'ValuePerConversionManyPerClick',
'ValuePerConvManyPerClick',
'ViewThroughConversions',
'Week',
'Year'

Any help or ideas are more then welcome...

[Oliver]

They are not supposed to match.   A keyword in the KWPR could have triggered search queries that don't get listed in the SQPR. 

Not every search query gets listed in the SQPR.  You can see these scenarios in the web interface when you look at search queries and scroll down to the bottom of the table to the "Other search terms". These are terms that triggered a keyword but not fully visible to the marketer and presumably not listed in the report either.

Oliver

[Tjeerd Kramer]

Right, that would make sense. Thanks for the answer.

Tjeerd