Question

Why are keyword_ids present in keyword_performance_report but missing from the keyword_history table and Microsoft UI?

Environment

Connector: Microsoft Advertising

Answer

This can happen when the keywords in the keyword_performance_report have been deleted. This can also explain why they are not in the Microsoft Ads UI.

As per this Microsoft Q&A discussion:

Deleted entities e.g. campaigns, ad groups, ads, and keywords, cannot be retrieved using the Campaign Management or Bulk services. You can get performance history for deleted campaigns using the Reporting service if there were any ad impressions during the specified report time.

This means that the data populated in _history (i.e., metadata, which is obtained using the Bulk API) won’t have the data for deleted entities. However, the reporting data (which is obtained using Reporting services) will have the data for deleted entities.

We have added a new column named keyword_status to the KEYWORD_PERFORMANCE_* tables. This column shows a Deleted result if the records have been deleted.