how to calculate total cost for an ad in Google Ads data in BigQuery
Goal: I am trying to calculate the total spend (cost) of an ad from by Google Ads data that is in BigQuery
Problem: The output of my BQ SQL does not match the output I see in Google Ads reports
Example: In BigQuery, I grab the metrics_cost_micros
from AdStats table and divide it by 1m for the time period. This tells me for 'Ad 1' the total cost is $3,625.76 and avg CPC $1.21
SELECT a.ad_group_ad_ad_name, SUM(metrics_cost_micros)/ 1000000 AS total_spend, AVG(metrics_cost_micros)/ 1000000 AS avg_daily_spend, MAX(metrics_cost_micros)/ 1000000 AS max_spend FROM `[project].google_ads.p_ads_AdStats_xxx` ast LEFT JOIN `[project].google_ads.p_ads_Ad_xxx` a ON ast.ad_group_ad_ad_id = a.ad_group_ad_ad_id WHERE a.ad_group_ad_ad_name = "Ad 1" GROUP BY ALL
However, in Google Ads reporting tool, the same ad in the same timeframe has a total cost of $107.53 and avg CPC of $0.38
I thought currency conversion might be an issue, but it doesn't account for the discrepancy