General info

Report type

When connecting a source in Funnel you'll get prompted to choose Report Type.
Standard here is the same as Campaign performance. Not all data is available in all report types, so make sure you're looking at the same thing when comparing data between Funnel and Google Ads. For instance, if you connected a data source with the shopping report, make sure you compare it with a shopping report in Google Ads.

Conversions mismatches

If you have a problem with a conversion mismatch the most common one's we've noticed are explained here: Why can't I see all my Google Ads (AdWords) conversions?

Connect issues

If you have a problem when connecting a source then a common reason could be that you've connected a Google account on the wrong "level". This is explained here: About access levels in your Google Ads Account

Missing Fields

Sometimes we've noticed that fields display name and id in Adwords/Google Ads is not the same. Please have a quick look here: All report reference and make sure that we don't already support your missing field but that it is called something else.

Miscellaneous quirks


When connecting a keyword/placement level ad report in Funnel one should have in mind that keyword/placement data will cause all of the data for this source to get segmented. This means if comparing a Campaign level report (Google Ads UI) with a Keyword/placement level Ad report (Funnel), there might be differences in the totals since some data doesn't fit the segmentation of keyword/placement.
If you're seeing a mismatch between your keyword data in Funnel and in adwords, look for a row with keyword value "Content". This row holds all your data from the display network. Filter it out and your data should match up with your search network keywords.

Campaign Type restrictions

Currently, several campaign types are not fully supported by the Adwords API. In some cases, using Google Ads API can solve this issue.

  • App campaigns: If you're using the legacy Adwords API, App campaigns with subtype "App engagements" cannot be imported by the Adwords connector. Other App campaigns can only be brought in at the "Campaign" report level and are not available in the Geo Performance report. These restrictions does not exist in the Google Ads API: all kinds of app campaigns should always be visible on any level.
  • Local campaigns: Local campaigns are not supported at all in the Adwords API. Use the Google Ads API to fetch this campaign type.
  • Smart Campaigns: Smart campaigns are not supported at all in the Adwords API. Use the Google Ads API to fetch this campaign type. Smart campaigns are only available at the "Campaign" report level.
  • Discovery Campaigns: Discovery campaigns can be imported normally, but will have no value for "Campaign Type" in Funnel. We have seen some unexpected behaviours from Adwords when fetching keyword/placement fields for this campaign type. Please be aware of this if you know that you have Discovery campaigns in your ad account.

Geo Dimensions

During connect there is an option to include Geo Dimensions. If chosen, a different report type will be downloaded called "Geo Performance Report". It is not possible to compare data between this report and "Campaign Performance Report", which is the default report type we download. Also, some fields that are possible to get through the standard report won't be downloaded anymore.
Video Campaigns are not fully supported in Geo Reports.

Geo Location Targeting

Some geographical dimensions will show up as "geoTargetingConstants/{number}" because they cannot be translated into a familiar geographical name, i.e. country, territory, city etc. This is due to sanctions imposed by the United States Office of Foreign Assets Control and no workaround is available.

Audience Reporting

When connecting a data source with the audience report type, it is important to keep in mind at what level your audiences are applied in Google Ads, and match that report level. If for example you apply audiences at campaign level in Google Ads, your data source needs to use the report level "Campaign".

The audience type "Detailed demographics" is not supported in either of Googles Ads APIs.

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