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Google Ads: Upcoming changes due to API migration activities

Starting the week of October 4th, 2021, we will begin to roll out changes to the Google Ads data source to migrate reports to support the new Google Ads API. The changes will take a few weeks to complete and will impact the following types of reports:

  • Accounts
  • Campaigns
  • Ad Groups
  • Ads
  • Keywords


What you need to do

For most users, no changes should be required at all. We will be mapping existing fields to the new API, so existing queries will continue to work as before.


However, there are some fields that are no longer supported by the Google Ads API and will be deprecated. If you are using any of these fields, please update your queries to remove them as they will stop providing data.


  • Max CPA
  • Bidding strategy source 
  • Average position
  • Click assisted conversions
  • Click assisted conversion value
  • Impression assisted conversions
  • Impression assisted conversion value
  • Impression reach
  • Average frequency


There are also differences in how the two APIs work, so some values are returned may not match data from the older API. This means filters or formulas relying on older values may need to be adjusted to work with the newer values. All of the known changes are outlined below. 


Known changes


As the data will be pulled from the Google Ads API, there are some changes to some of the fields' behavior that is different than before.


Zero impressions

The Google Ads API does not support the feature to "Include Zero Impressions", so we have replicated that behavior ourselves by filtering the data if "Enable zero impression rows" is not checked. It works slightly differently than the native feature in AdWords API, so there may be slight differences in how the data is returned.


Metrics with non-specific values (<10%)

Some metrics natively report as "< 10%" from the AdWords API. Those will now report as the actual values from these reports.


Changes in dimension values/categories

Some dimensions will report slightly different (and more current) values that what the AdWords API reports. These fields specifically are affected, if you have any filtering or formulas that key off those values, you may need to adjust them to work with what the new API returns:


  • Advertising channel type
  • Advertising channel sub type
  • Campaign status
  • Campaign serving status
  • Bidding strategy type
  • Budget status
  • Slot
  • Click type
  • Device
  • Network/Network with search partners (now is one field in new API)


Incompatible field errors

The current behavior for some fields in these reports that are not compatible is to return a no data response, rather than the true incompatible field error. This will change starting the week of October 4th. Combinations of fields not allowed by the Google Ads API will now show the incompatible field error.


New functionality not yet supported

Not all fields that can be supported by the new API are for these reports. We are focusing on replicating existing functionality from AdWords into Google Ads API to ensure queries continue to work after the deprecation. We will evaluate adding new fields and functionality at a later time.


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