AdWords Data - So Fresh, So Clean
Google has made some interesting improvements to the freshness of some of its data reports in AdWords.
Account stats such as clicks and conversions (and impressions) are typically available in less than three hours, but other metrics' reports have traditionally taken much longer to process or are updated only once each day (rather than on a continuous basis).
Google indicated late last week though that search terms, geographic performance and automatic placement statistics will now be more frequently updated.
Data freshness has long been a big complaint of AdWords advertisers as any delay in reporting data (particularly for larger campaigns) can cause poor performance. Since AdWords advertisers will now be able to access the data for the previous day and well as the same day, there should be some smarter decision-making in the digital future.