Update 11/25: Google has stated that it has resolved most of the reporting issues that have arisen from this bug.
If your Google campaigns look more successful than usual since November 11, it may not be. Google Ads has encountered a conversion reporting issue that has reported too many conversions for some advertisers. This informed Google on Thursday.
Current Status . Google said it is working to fix the bug and correct the conversion data.
What happened? Due to a bug, the conversions have been reported by Google Ads Search and Shopping campaigns.
What is the timeframe? The conversion reporting between November 11, 00:01 PST and November 20, 11:59 PST is affected. The error occurred on November 20 at 9:00 pm EST, Google said.
Who is it? For once, using the last click is a good thing. The problem affects advertisers who use non-last-click attribution models, Google said.
It affects reporting in all Google Ads interfaces, including the reports downloaded through the AdWords API, the Google Ads API, and the Google Ads scripts.
Smart bidding strategies are not affected, Google said.
Which fields are affected? If you're getting reports from the AdWords or Google Ads APIs, read the list of affected fields below. Google said Google Ads scripts that reference the fields and any custom fields based on them may also be affected.
Click to enlarge Source: Google
Why should we care. Reported conversions, of course, give the impression that campaigns perform better than they actually are. This can affect your budget allocations, your bid decisions, and more. It's not clear how many conversions are being reported, but the best you can do is compare it to the current performance. The busy holiday season makes it even more urgent for Google to fix this problem, as the engineers certainly know.
About the Author
Ginny Marvin is the editor-in-chief of Third Door Media. Ginny Marvin writes about paid news and trends in digital advertising and analytics for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both internal and agency management positions. It can be found on Twitter as @ginnymarvin.