Data divergences in Google Ads

When analyzing data from Google Ads extracts, it is possible to find divergences or discrepancies in certain reports. These discrepancies usually occur because some specific fields do not match or are not compatible with each other. For example, the“search term” field is specific to search campaigns and will therefore not be applicable to other types of campaigns. In this case, if the query has the search term field selected, the query will only return Search campaigns. Similarly, Performance Max campaigns only offer information at campaign level. It is essential to be aware of these particularities when interpreting data in Google Ads to ensure accurate analysis.