Data sources
Data freshness and coverage
Know which dates are ready to compare.
Check the last update
Review the latest data timestamp and covered date range. Refresh frequency depends on your plan and the source. A connected account can still have a delayed report, partial sync, or missing period.
Recent conversions can change
Conversions and conversion value can arrive after the click. An earlier day’s CPA or ROAS can change when the account refreshes. Give recent periods enough time to settle before comparing them with a mature baseline.
See Dates and comparisons for conversion lag settings.
Missing is different from zero
Zero means the source reported no activity for the measure. Missing means the data is unavailable or incomplete. Do not use a gap as proof that spending or conversions stopped.
When updates stop
Check connection health, report coverage, and plan usage. Reconnect if Google access was removed. If the workspace reached its media-spend cap, performance updates pause; see Plans and usage.