Question 1

What Google Ads data can I load into Databricks?

Accepted Answer

The dated performance reports for campaigns, ad groups, ads, keywords, search terms, geography, demographics and conversion actions, plus the resource objects behind them such as campaigns, ad groups, budgets, labels and conversion action definitions. Reports carry the numbers and resources carry the names and structure that make those numbers readable, so most teams take both and join them once the data has landed.

Question 2

How should I lay out Google Ads tables in Databricks?

Accepted Answer

Partition the report tables on the report date, since almost every query filters by date and a datetime source field is exactly what the partition key accepts. What you do not get automatically is Z-order or liquid clustering, both of which are left to you. On a large keyword or search term table those are usually worth applying yourself after the table exists, and an ordinary incremental run will not undo them.

Question 3

Do restated Google Ads conversions get corrected?

Accepted Answer

Yes, provided they fall inside the lookback. Dated reports read one day at a time and the last eight days are read again by default, then merged over the existing rows. Google attributes conversions after the fact, so a day keeps moving for a while. If your conversion windows run longer than eight days, widen the lookback, because a restatement outside it stays wrong until a full resync.

Question 4

Does Google Ads sync capture deleted campaigns?

Accepted Answer

No. There is no delete feed for this connector, so treat it as a snapshot source. Entity tables like campaigns and ad groups are read in full each run, which means a full read reveals that something has gone, but no delete event is produced. Report rows are restated inside the lookback rather than removed. If your reporting counts campaigns, schedule a periodic full read so totals do not drift.

Question 5

Why move ad spend into a lakehouse?

Accepted Answer

Because attribution is a modelling problem, not a reporting one. The Google Ads interface reports on Google Ads, so connecting a campaign to retention or margin needs ad data sitting next to CRM, billing and product events. ETL into a data warehouse makes that one join, and the same tables can feed a marketing mix model rather than being trapped in a dashboard that keeps reattributing history underneath you.

Sync Google Ads to Databricks

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Partition on report date

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