Performance data isn’t available instantly, and some metrics are only updated once a day. This means that your most recent account statistics may not be reflected immediately in your reports.
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How it works
In most cases, account statistics such as clicks, impressions, and cost are subject to a 1-hour data freshness Service Level Objective (SLO), which means they're refreshed hourly. While reporting for these metrics typically reflects activity within the 1 hour window, some systems may experience temporary delays.
Other metrics take longer to process or are calculated on a daily basis:
- Competitive metrics: Statistics such as click share (search click share have a 3 days delay in data freshness), impression share, and auction insights are typically updated once per day.
- Reach metrics: Data for unique reach and frequency are created daily.
- Conversions: Data freshness for conversions varies significantly depending on your attribution model and conversion type. For detailed information on these timelines, check About conversion tracking data freshness.
| Metric or 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) |
Refreshed hourly (1-hour SLO) |
Refreshed hourly (1-hour SLO) |
Refreshed hourly (1-hour SLO) |
| Non-Last Click Conversions (attributed with models other than “Last click”) | 3:00 PM Monday | 11:00 PM Monday | 8:00 AM Tuesday |
| Automatic placements, Geographic, and Search terms | 6:00 AM Monday | 2:00 PM Monday | 11:00 PM Monday |
| Search channel: Auction insights, Impression share, Top impression share, Absolute Top impression share | 4:00 PM Wednesday | 12:00 AM Thursday | 9:00 AM Thursday |
| Shopping channel: Auction insights, Impression share | 2:00 AM Friday | 10:00 AM Friday | 7:00 PM Friday |
| Reach metrics | 11:00 AM Monday | 7:00 PM Monday | 4:00 AM Tuesday |
Adjustments
Your reporting metrics may occasionally be updated one or more days after an event occurs. This ensures your reports are as accurate as possible and can happen for several reasons:
- Invalid traffic: Google systems detect and remove invalid traffic, such as bot activity or accidental clicks retroactively.
- Late-arriving conversions: Some conversions may occur several days after the initial ad interaction, especially for advertisers with longer conversion windows.
- End-of-month adjustments: Billable events may be adjusted during the billing cycle for factors like overdelivery or promotional credits.
Comparing data import times of conversions from Google Analytics
Timelines for goals and transactions imported from Google Analytics into Google Ads compared to when Google Ads conversion tracking data will be ready:
| Data type | Last click attribution model | Other attribution models |
|---|---|---|
| Goals and transactions imported from Google Analytics | 12 hours | 24 hours |
| Google Ads conversion tracking data | 3 hours | 15 hours |
Data availability
Google Ads generally retains and provides access to performance data for up to 11 years. If you require data older than 11 years, you should download and archive your reports regularly.
