This article outlines recommendations and notes certain limitations imposed by the data source API, which you may need to consider when building your queries.
If you are connecting to this data source, please follow the instructions in our connection guide, and the available fields for this connector are listed in the metrics and dimensions documentation.
Request limits and recommended refresh rate
Request limit: Unlimited operations per day.
Recommended refresh window: Set to the maximum of your attribution windows on the platform.
Historical range
In early June 2026, Google will be making changes for the data retention policies for Google Ads. Due to these changes, shorter breakdown periods such as hourly, daily and weekly will now be restricted to last 37 months.
Requirements for granular date breakdowns
Any query that includes at least one of the following date breakdowns will be limited to the last 37 months:
Week (Mon-Sun)
Week (Sun-Sat)
Week (Mon-Sun, dates)
Year & week (Mon-Sun)
Year & week (Sun-Sat)
Day of week
Date
Today
Hour
If you want to fetch older data to the maximum of 11 years, you have the following options:
Change the date dimension to one of the Month, Quarter or Year options.
Remove the date dimension, though this has other restrictions. See the next section for more details.
Requirements for queries with no date breakdown
Any query that contains no date breakdown of any kind and is requesting data within the last 37 months can be any date range. However, any query that contains no date breakdown of any kind and is requesting data older than 37 months must align with the month boundaries.
The query Start date must be the first day of the month and the End date must be the last day of the month. Failure to do this will result in an error message.
For example, you want aggregated data for the holiday season in 2022. The start date needs to be December 1, 2022 and the end date must be December 31, 2022. Any other combination of dates will fail in this scenario.
Limitations on Unique users and Frequency metrics
These metrics specifically only allow data for the last 3 years:
Unique users
Impression frequency
Accounts in Google Ads
In the Google Ads connector, each Ad account is considered a separate account within the connection.
Your Supermetrics subscription determines the number of data source accounts you can use simultaneously.
Things to consider
Labels
If a label's owner is a parent account, a child account may use these labels in Google Ads UI, but they will not be reported via the Google Ads API. This may cause discrepancies when comparing your Supermetrics data to Google’s UI.
Dynamic Search Ads Campaigns
Dynamic Search Ads Campaigns currently do not work in conjunction with KeywordsText fields.
Experiment Campaigns
Experiment campaigns are not currently supported.
Custom columns with calculations
Google Ads has a feature to add custom columns with calculations in them, but the Google Ads API does not support them at this time. This means that Supermetrics won’t be able to retrieve this data; however, you may be able to recreate the calculations in your data destination.
Rows with zero impressions
The Google Ads API no longer supports this feature. By default, Supermetrics will filter out all values that include zero impressions, but you can still include these results by enabling the include_zero_impressions setting to disable the filtering. Please note that this may greatly increase the volume of data returned. In some cases, the API may not return results if the following conditions are true:
All metrics for that object are zero
The query includes a segment-type dimension
Attribution Model
Currently, Supermetrics does not support user-controlled attribution settings in the Google Ads data source connector.
Conversion and conversion value discrepancies
Google makes an estimation of conversions and conversion values. These might differ slightly depending on the level of granularity; for example, Google can attribute a value of 12.34 to country = Finland and 13.27 to country = Sweden, but without country split, the value is 25.5, instead of 25.61. The more dimensions included in the query, the higher the change of discrepancies. This affects mainly Data Warehouse transfers as, by default, they get a higher level of granularity.
Access to app install conversion metrics
When requesting App install conversions or App post install conversions metrics, your user account must have access to them. If your account is not running any App campaigns, most likely you don’t have access to these metrics. You can check the Google Ads connection guide for the required permissions for this data source connector.
GCLID and clicks
The association between GCLID to clicks is not exactly 1:1. There may be instances where a GCLID (dimension) can have many clicks if manually tagged. Please review Google’s documentation for more details.