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.

There used to be radio buttons to choose between Regular Metrics or Reported Impressions Shares. These have been removed and you can now find all reports in the Report Type drop down list. The Standard report under Reported Impression Shares is now named Standard Impression Share Metric.

The two reports integrating with Google's Local Services Ads will both not return any data for the current calendar day, this is due to an API limitation, wherein the data is not available until it has been aggregated by Google.

The Local Services Ads report require that the connected account is connected to an MCC account. It will fetch LSA data for any account connected to the same MCC account, this is a limitation from Google.

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 conversions?

The field "Search Impr. share – Estimated" does not exactly match the data available in the Google Ads UI under "Search Impr. Share". This is due to Google filtering out low values, reporting any value under 0.1 as 0.0999.

Conversion time data is only available after March 6, 2019. Store visit conversions and store sales conversions are not included.

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". The user need to have at least configure "Read Only" Access for the account. This is explained here: About access levels in your Google Ads Account

If you find that you repeatedly need to reauthorize to keep your sources running normally, it may be due to the session length settings in your Google Cloud account.

To resolve this, configure your user account to allow the use of third-party applications as trusted apps. If you’re unsure how to do this, please contact your Google Cloud system administrator.

For more detailed information, please read the full article here.

If you try to reconnect a source with existing credentials and it fails results in a TokenError "Invalid grant", try to reconnect adding new credentials using the the same login/email. This will replace the old faulty credentials with new ones.

If this doesn't help please reach out to our support for further advice.

Sometimes we've noticed that fields display name and id in 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.

If you have labels on your campaigns or ad groups but they are not showing up in Funnel, check that they were created in Google Ads by the same account that you have used to connect your data source. Labels created by an MCC account, for example, will not show up when downloading data through an Advertising account belonging to that MCC account.

In Google Ads, Performance Max campaigns work differently from traditional Search or Display campaigns. Instead of using full ads, you provide individual assets (like headlines, images, and videos), and Google automatically generates and serves ad combinations.

Because of this setup, Performance Max data is only available at the following report levels:

Google does not expose Performance Max data at the "Ad" or "Ad Group" report levels, since these levels don’t exist in the same way for this campaign type.

To make it easier to work with Performance Max data in Funnel, you can control how these campaigns are included when connecting or re-configuring a Google Ads data source using the Standard report at Campaign level.

There are three options:

The default setting is Include, which has been the standard behavior in Funnel.

If you want to combine Performance Max data with more granular data (e.g., from the Ad level) without double-counting, we recommend:

This setup prevents duplicate metrics, since Performance Max data isn't available at the Ad level anyway.

In the past, avoiding double-counting required following our de-duplication guide. This new setting makes that process much easier.

The old optional dimension Network (with search partners) is now automatically included in most reports and check box has been removed from the configuration dialog for these reports. Existing sources that were configured with this option will still have "Network with Search Params" in their Definition Label while new and reconfigured sources will not.

Click View reports can only fetch data going back 90 days, due to limitations in the Google Ads API.

When selecting the optional Keyword dimension in your report, be aware that only campaigns compatible with keywords will display data. Campaign types that do not support keyword data include Performance Max, Shopping, Smart, and Dynamic Search Ads.

Dynamic search ads are not available in these reports due to a limitation in the Google Ads API.

When selecting the optional Keyword dimension in your report, be aware that only campaigns compatible with keywords will display data. Campaign types that do not support keyword data include Performance Max, Shopping, Smart, and Dynamic Search Ads.

Note that when you are using the Placement report you only receive data for managed placement. Use the report Where Ads Showed if you also want automatic placements data.

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 Google Ads, 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.

Impressions

If the optional dimension Click Type is used for a data source be aware of that the value of impressions might get inflated because of extensions. The ad it self will get one impression and then each extension that have been shown together with the ad will also get one impression each, triggering up the total number of impressions for that ad.

If you want to see the "normal" amount of impressions with Click Type, you can try filtering impressions by Click Type. Viewing only impressions with the Click Type "URL_CLICKS" will give the expected amount of impressions in most cases.

Cost and Conversions

If you choose to segment your data by optional dimension Click Type, you might notice differences in total Cost and total Conversions compared to what you see in the Google Ads UI.

When segmenting by Click type you will only see costs/conversions associated with specific types of clicks and you will potentially miss other cost/conversion-attributing interactions.

E.g. in Video campaigns cost/conversions are often attributed to views rather than clicks and the cost/conversions per Click type will be 0 and the summed total in Funnel will be 0 even though the total cost/conversions is not 0 when looking in Google Ads UI .

For Geo Performance report you can choose optional Geo Dimensions like "country", "region", "city" etc. When adding Geo Dimensions only rows with a value for all selected dimensions will be downloaded - i.e. you have chosen “country” and “city” as geo dimensions, only the rows that have values for both the city and the country will be downloaded. This means that you will lose all the rows that only have a country registered but no city.

Therefor you need to consider carefully what optional Geo Dimensions to choose when connecting a Geo Performance report, as rows might be dropped.

Google has chosen this behaviour in the Google Ads API to better match what is seen in the Google Ads UI.

Note that metrics such as clicks and impressions for Video Campaigns are still not fully supported in Geo Performance reports from Google Ads API.

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.

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.

Sometimes Views (100%) can be higher than video views. This might seem strange but the Views (100%) metric is based on Video played to 100% * number of video impressions. This can also happen for Views (75%/50%/25%) but is less likely.

For example when the video is shorter than Google's duration requirements for a video view — e.g. if you have a video that is shorter than the requirement for skippable video (below 30 sec) it doesn't count as a video view.
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The Video Played to X% metric represents the percentage of Video Impressions where viewers watched at least X% of the video. To be able to aggregate rows, Funnel has to do an estimation by calculating. Since the Google API does not provide all the necessary metrics Funnel calculate this as below:
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For each row, the views(X%) value is constructed by multiplying the Video Played to X% and Video Impressions. Then Funnel is using the views(x%) for each row to calculate the Video Played To x% by taking views(x%) and divide by Video Impressions. (Video Impressions is used because there is no exact value from the API)
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When segmenting data by date, the calculated values will align perfectly row-by-row. However, when aggregating data across multiple rows, small discrepancies may occur. These discrepancies are typically within a few percentage points, depending on data distribution and rounding. While minor, they may occasionally be noticeable.
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The total sum for some metrics, e.g. cost, impressions, clicks , on the asset level may not be the same as the total sum shown in Google Ads UI. That is because these metrics are shared among assets and not exclusively attributed to one asset.

You cannot filter your conversion data (e.g., Conversions and Conv. Value) by Interaction Event Type because some conversion data cannot be retrieved together with Interaction Event Type from the Google Ads UI.