Google Search Ads 360 (SA360) is Google's enterprise search advertising management platform, allowing marketers to manage and report on paid search campaigns across multiple engines, including Google Ads, Microsoft Advertising, Yahoo! JAPAN Ads, and Baidu. This guide will walk you through how to connect your Google Search Ads 360 data to Power My Analytics, create reports in Data Studio, and understand key metrics and considerations when working with Google Search Ads 360 data.

Prerequisites

• Ensure you have an active Search Ads 360 account. Search Ads 360 uses a three-tier account hierarchy: Manager, Sub-manager, and Client account.
• Ensure your Google account has Manager or Sub-manager access to Search Ads 360 with at least read-only permissions (Google's "Read-only without billing" role is sufficient; "Email-only without billing" is not, because those users cannot sign in).
• Connect with a Google account at or above the level of the Search Ads 360 account that owns the data you want to report on. Signing in at the Manager level covers the sub-manager and client accounts beneath it; signing in at a client account limits your data to that account. Google recommends connecting with the manager account at the top of your hierarchy.
• You must grant Power My Analytics permission to access your Google account and authorize the requested permissions, including View and manage your advertising data in DoubleClick Search (DoubleClick Search is the former name of Search Ads 360).

Power My Analytics' connector will never edit, create, or delete anything in your account. Google does not provide read-only options for these permissions.

Adding Google Search Ads 360 as a Data Source

1. Make sure you are logged out of all Google accounts other than the one you are connecting.
2. Navigate to your Hub and select Sources from the menu.
3. Click + Add New Source and choose Google Search Ads 360 from the gallery.
4. Choose the Google account that has access to your Search Ads 360 account, then click Continue to sign in.
5. Grant Power My Analytics access to your Google account, authorize the required permission scopes (See, edit, create, and delete all your Google Sheets spreadsheets; Connect to an external service; View and manage your advertising data in DoubleClick Search), and click Allow.

Creating a Data Studio Report

1. After adding Google Search Ads 360 as a data source, go to Reports > Data Studio in your PMA hub
2. Select Google Search Ads 360 under Create Data Studio Report (this will open the official Data Studio application in a new window)
3. Google Data Studio Configuration:
   • Step 1:
     • Name your data source (e.g. "Google Search Ads 360 - Your Company Name")
     • Select your Power My Analytics hub from the dropdown
     • Optional: Leave "Use report template for new reports" checked for the PMA report template
     • Click Next
   • Step 2:
     • User Account: Choose the Google account you connected to Search Ads 360 in your hub
     • Accounts: Select the Search Ads 360 accounts you want to include in your reports. Choose "--- Select All Accounts ---" to include everything, or check individual accounts (you can search the list to find specific accounts)
     • Optional: Allow "Accounts" modification in reports
     • Click Connect (top right)
   • Step 3:
     • Click Create Report (top right)

Key Reports and Fields

• Key Performance Metrics: Clicks; Impressions; Average CPC; Cost; Clicks by Date (day of week); Impressions by Date (day of week)
• Campaign Metrics: Cost by Date; Impressions, Clicks, Average CPC, Cost, Conversions, and Cost Per Conv by Campaign Name, Campaign Status, Campaign Advertising Channel Type, and Campaign Bidding Strategy Type
• Keyword Metrics: Impressions, Clicks, Average CPC, Cost, Conversions, Conv. Rate, Cost Per Conv, and Top Impression Percentage by Keyword Text, Keyword Match Type, Campaign Name, and Ad Group Name
• Ad Groups and Ads Metrics: Impressions, Clicks, Cost, Conversions, and Cost Per Conv by Ad Group Name, Ad Group Status, Ad Group Type, and Campaign Name
• Conversions and ROI Metrics: Conversions by Date; Cost, Conversions, Conv. Rate, Cost Per Conv, Conversions Value, Conv Value Per Cost, All Conversions Value, and Visits by Campaign Name

Limitations and Important Considerations

• Backfilling: Search Ads 360 retains reporting data for at least 24 months, and reporting is available back to January 1, 2019. Hourly-segmented data is retained for 18 months. Note that conversion and visit data is limited to the most recent 60 days (see below).
• 60-day limit on conversion and visit data: The Search Ads 360 API only makes conversion and visit data available for the most recent 60 days, so backfills of Conversions, All Conversions, Conversions Value, All Conversions Value, and Visits cannot reach back further than 60 days. This is a hard limit of the Search Ads 360 API, not a connector issue. Data that Power My Analytics has already collected stays in your data warehouse and remains available to your reports, so the earlier you connect your source, the more conversion history your reports can accumulate. See Missing Conversion and Visit Data Beyond 60 Days in Google Search Ads 360 for details.
• Field availability by report table: Some metrics are only available at certain reporting levels:
  • Invalid Clicks, Invalid Click Rate, General Invalid Clicks, and General Invalid Click Rate are available at the campaign level only.
  • Search Impression Share, Search Budget Lost Impression Share, and Search Rank Lost Impression Share are available at the campaign and ad group levels only.
  • Top Impression Percentage and Absolute Top Impression Percentage are available at the campaign, ad group, keyword, and ad levels.
• Conversions vs. All Conversions: Conversions counts only the conversion actions marked Primary in Search Ads 360. All Conversions also includes actions marked Secondary, plus cross-device conversions, Google Ads store visits, and certain phone calls. The same distinction applies to Conversions Value vs. All Conversions Value. If your conversion counts look different than expected, check which of these fields your report uses.
• Clicks vs. Visits: Visits is a Search Ads 360-specific metric that counts clicks Search Ads 360 recorded and successfully forwarded to your landing page. A persistent gap between Clicks and Visits usually points to a tracking-template or redirect issue on your site.
• Impression share data lag: Impression share data can take up to 48 hours to update in Search Ads 360, so reports covering the most recent two days may show blank or incomplete impression share values.
• Data freshness by engine: Within Search Ads 360, Google Ads data refreshes in under 2 hours, and other engines (Microsoft Advertising, Baidu, Yahoo! JAPAN Ads) refresh approximately every 2 hours after each engine finishes tabulating. Floodlight, offline, and edited conversion data is typically fresh within 6 hours; cross-device conversions appear the following day, and non-last-click and data-driven attribution models require additional processing time.
• Search Ads 360 totals will not exactly match the engine platforms: Metrics reported through Search Ads 360 come close to, but will not exactly match, the numbers shown natively in the underlying engine platforms (such as Google Ads or Microsoft Advertising). Small differences between Search Ads 360 reporting and engine-platform reporting are expected and are not a connector issue.
• Very wide reports may fail: The Search Ads 360 API limits how much data a single request can return. A report or chart that combines too many metrics, attributes, or segments can fail with a RESOURCE_EXHAUSTED or DEADLINE_EXCEEDED error; removing fields from the report or chart element resolves the error.

Unavailable Data

• Quality Score (current and historical)
• Campaign budget
• Currency conversion to a single reporting currency, and the underlying currency-code field
• Country and geographic dimensions (neither campaign targeting nor user location)
• Device
• Floodlight activity and conversion action breakdowns (conversions cannot be broken out by the action that produced them)
• Engine account dimensions, account type, and labels
• Ad headlines, descriptions, and Final URL
• Search terms and search queries (a Search Ads 360 API limitation, not specific to Power My Analytics: the current Search Ads 360 Reporting API provides search terms only for Dynamic Search Ads and does not make general search-query data available)

Troubleshooting

• Missing Conversion and Visit Data Beyond 60 Days in Google Search Ads 360
• No Data in Google Search Ads 360 Due to Account Hierarchy Level