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Search terms from last week are missing but the cost for those days did not change

M
Marcus Hale Asked May 21, 2024
2 566
Noticed this morning that a chunk of last week's search terms aren't showing, while the cost for the same days is unchanged. So the spend is there and the queries behind it aren't. Not accusing anything of being broken yet - I know Google holds some queries back. It looks like more than usual though, and I would like to know whether that's their side or ours before I go hunting for a pattern.

Replies (2)

Accepted answer
D Dana from Keyword Ninja · May 21, 2024
Almost certainly theirs, and the detail that tells you so is the one you already spotted: the cost did not move. Google only publishes a search term once enough separate people have searched it. Everything below that bar is aggregated away and stays away - it is not a delay, the query never becomes visible later. The cost still lands in the campaign totals, which is exactly why the two numbers disagree. What makes some weeks look worse than others is genuinely just the mix. A week with more long-tail traffic has a bigger invisible share, and there's nothing either of us can do about that. Sanity check if you want one: add up the cost of the search terms you can see and compare it to the campaign cost for the same days. On most accounts the visible portion is somewhere around half of the total and has been for years. If yours has gone from half to a tenth overnight, tell us and we will dig properly.
M Marcus Hale · May 22, 2024
Ran that and we're at roughly 45 percent visible for the period, so it sounds like this is just how it's now. Mildly depressing, but at least it's not a bug.

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