Last week, Google announced improvements to the AdWords system: more frequent updates of account data! Google has stated that clicks and conversions are usually reported in fewer than three hours, though other data may take six hours or more.
This is a fantastic change for search marketers and advertisers alike! In the past, it’s taken days or even weeks to get certain critical types of data from your Google AdWords reporting—most notably search query data. After this change, search marketing professionals will be able to build negative keyword lists more quickly, which enables more efficient search query optimization. Long story short, your ads can now be served for more relevant searches faster than ever!
Keep in mind, some data is still only calculated once per day. This includes impression share, auction insights, and top movers data. Also, some data may update after the fact to adjust for invalid clicks or if a conversion is logged after a delay from the initial click.
To determine what time of the day you may expect to see updates for different metrics in your time zone, consult Google’s support article on the subject here.