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API Limits and Quotas

The Google Ads API enforces limits on API operations, such as the number of operations that can be sent in a single mutate request. The table below summarizes some of the important limits and quotas to be aware of.

Request Type, Limitation, and Error Code
Paginated Requests 10,000 rows per page INVALID_PAGE_SIZE
All with Basic Access 15,000 API operations per day RESOURCE_EXHAUSTED
Get Requests 1,000 requests per day RESOURCE_EXHAUSTED
Mutate Requests 5,000 operations per request TOO_MANY_MUTATE_OPERATIONS
Planning Service Requests 1 QPS RESOURCE_EXHAUSTED
Conversion Upload Service Requests 2,000 conversions per request TOO_MANY_CONVERSIONS_IN_REQUEST
Billing and Account Budget Service Requests 1 operation per mutate request TOO_MANY_MUTATE_OPERATIONS

Daily API operation limits

Daily API usage limits are based on the number of API Operations made per developer token. API operations are the total sum of get requests and mutate operations. The limits for daily API operations depends on the access level of the developer token. The Access Levels and Permissible Use guide outlines the specific API operation limits for each access level.

Requests that violate these limits will be rejected with the error: RESOURCE_EXHAUSTED.

gRPC limitations

All of the Google Ads API client libraries use gRPC for generating requests and responses. By default, gRPC has a message size of 4 MB, but our client libraries set the max message size to be 64 MB in order to increase efficiency. Responses must not exceed this limit; for example, a search request that includes a lot of fields may generate a response that exceeds 64 MB in size. To avoid this limit, you can reduce the number of selected fields, reduce the page size, or use streaming. For mutates, send fewer operations per request.

Requests that violate this limitation will not generate a GoogleAdsError. They will generate an error at the gRPC error with a 429 Resource Exhausted error. For reference see this list of gRPC error codes and messages.

Get requests

Get requests (for example, using the GetCampaign method on the CampaignService), have daily usage limitations separate from the limits on operations, which are outlined in the Access Levels and Permissible Use guide. Unlike daily operations, the limits on get requests do not vary by access level; all developer tokens, including those with Standard Access, are limited to 1,000 get requests per day. Unlike search requests, get requests are expensive because all attribute data is retrieved. Use search instead of get whenever possible.

Requests that violate these limits will be rejected with the error: RESOURCE_EXHAUSTED.

Mutate requests

In addition to counting against the user’s daily operation quota, mutate requests are also subject to the following limitations:

  • Mutate requests cannot exceed 5000 operations per request.

Requests that return API exceptions

Requests that are rejected with a GoogleAdsFailure will count against the user's daily operation quota. Requests that fail but do not return a GoogleAdsFailure, which may be the result of an error at the network level, will not count against the user's daily operation quota because they never reach the API. An example of this is a network connectivity failure.

Search requests

Search requests are not considered to be the same as get requests, even though both are used to retrieve data. Therefore, search requests are only subject to daily operation limits.

Paginated requests

Paginated requests (for example, requests that contain a valid next_page_token), are not counted against a user's daily operation quota. However, pagination requests that contain an expired or invalid page token will generate an exception and will count against the daily operation quota.

Requests that are paginated, such as search requests, are also subject to the following limitations:

  • Page size cannot exceed 10,000 rows
    • Requests that violate this limit will be rejected with the error: INVALID_PAGE_SIZE.

For more details on pagination, refer to Paging through results.

Planning services

Due to cost and complexity, the Planning service methods listed below are subject to separate limits from other types of requests.

Keep in mind these limits when creating a keyword plan.

Keyword Plan Object Maximum Number
KeywordPlan per account 10000
KeywordPlanAdGroup per KeywordPlan 200
KeywordPlanAdGroupKeyword per KeywordPlan 10000
KeywordPlanCampaignKeyword (negative keywords) 1000
KeywordPlanCampaign per KeywordPlan 1

Conversion upload service

Billing and account budget services

  • Mutates can only be made against accounts configured for monthly invoicing.
    • Requests that violate this limitation will be rejected with the error: MUTATE_NOT_ALLOWED.
  • Only 1 operation is permitted for mutate requests.
  • You should wait at least 12 hours between budget order changes to the same account. Making changes before 12 hours have elapsed may result in unrecoverable failures which can only be resolved by your Google Ads account representative.

Invitations to customer accounts

Starting in version 6.1 of the Google Ads API, new users can be invited to existing client accounts with the CustomerUserAccessService. Because this functionality sends invitation emails to other users, it has the potential to be misused, and thus there are limitations to its behavior:

Other types of limits

A repeated field, such as a list of operations, that has too many items in a request may incur the error: REQUEST_SIZE_LIMIT_EXCEEDED. This same error message can also be due to other issues.

If you encounter this limitation and are making requests that use a repeated field, the best solution is to try reducing the number of items in the repeated field by deploying a list of operations in a mutate request.