Connecting Google Ads

Pulling your Google Ads data into Google Sheets takes just a few clicks. Because Metric Might connects directly to the Google Ads API, you can pull live campaign performance, keyword-level data, and conversion metrics across all your client accounts instantly.

1. Prerequisites (Required Permissions)

Before you can pull data, you must have the correct permissions inside your Google Ads account.

  • You must have at least Standard or Read-Only access to the specific Google Ads account (10-digit Customer ID) you wish to query.
  • If you manage multiple clients, ensure your Google Workspace/Gmail account has been granted access to their respective ad accounts or the overarching Manager Account (MCC) before authenticating in Metric Might.

2. How to Connect

You can connect your Google Ads account without leaving the query builder.

  1. Open the Metric Might Web App and navigate to the Queries page.
  2. Under the Data source section, click the dropdown and select Add Data Source.
  3. Choose Google Ads.
  4. A secure popup will ask you to log in with Google. Review the permissions and click Allow.
⚠️ Popup blocked? If nothing appears when you click to connect, your browser may be blocking the authentication popup. Allow popups for app.metricmight.com and try again.
💡 Agency Tip (MCCs): If you authenticate using the Google account tied to your Manager Account (MCC), Metric Might will automatically detect and unlock access to all of the child accounts (CIDs) underneath it. You do not need to authenticate every client individually.

3. Available Metrics, Dimensions, and Report Types

Google Ads structures its API using specific “Resources” (like Campaign, Ad Group, or Keyword View).

When you build a query in Metric Might, you will notice a Resource Type dropdown below the metrics and dimensions. By default, this is set to Automatic.

As you select standard fields like Clicks, Cost, or Conversions, Metric Might dynamically figures out the correct Resource Type behind the scenes. However, if you know you need a specific type of report (e.g., a Geographic Report or Search Terms Report), you can manually select that Resource Type from the dropdown.

Metric Might’s live compatibility matrix will then automatically disable any fields in the search overlay that cannot be queried for that specific report type.

4. Token Expiry

Unlike Meta (which expires every 60–90 days), Google Ads access tokens rarely expire.

Once you authenticate Google Ads in Metric Might, the connection will remain active indefinitely unless one of the following happens:

  • You change your Google account password.
  • You manually revoke Metric Might’s access from your Google Account Security settings.
  • Google detects suspicious activity and forces a security logout.

If a Google Ads query stops working unexpectedly with an authentication error, go to the Connections page, click the three-dot menu (⋮) next to the Google Ads data source, and select Sign In Again.

5. Google Ads-Specific Quirks & Gotchas

Google’s API is incredibly strict. If your data looks slightly different from what you expect, or if certain fields are disabled, it is almost always due to one of the following.

Cost Metrics and Micros

Google Ads returns all monetary values in micros — millionths of your currency unit. Rather than exposing the raw micros values and leaving you to divide manually, Metric Might automatically provides a human-readable counterpart for each affected metric.

For example, alongside CPC Micros you will find CPC in the metrics overlay — which is simply CPC Micros / 1,000,000 already calculated for you. The same applies to Cost, CPM, and any other monetary metric.

In almost all cases, you should select the non-micros version. The raw micros fields are available if you need them for custom calculations.

The Strict Compatibility Matrix

Google does not allow mixing certain granular dimensions with specific metrics. For example, you cannot query Search Impression Share alongside a highly granular breakdown like Hour of Day. If you notice a metric is greyed out in the Metric Might search overlay, it means Google’s API strictly prohibits querying it alongside the dimensions you have already selected.

Performance Max (PMax) Campaigns

Because Performance Max campaigns are largely automated, Google does not provide Ad Group or Keyword-level data for them. If you run a query using the Ad Group Name dimension, your PMax campaigns will return blank or null values in that column, as they do not use traditional ad groups.

Conversion Processing Delays

Google Ads does not report conversions instantly. Depending on your attribution model (e.g., Data-Driven Attribution), Google can take up to 24 hours to fully process and assign credit for a conversion. If you pull a report for “Today,” your conversion numbers will almost always be lower than they will be tomorrow morning. Always allow 24 hours for conversion data to fully settle.

What’s Next?

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