Data Exclusions allow you to tell Google Ads to ignore specific time periods of conversion data when training Smart Bidding algorithms. This helps prevent temporary issues from negatively impacting campaign performance.
How Data Exclusions work
If unusual events cause inaccurate data — such as tracking errors, website outages, or sudden stock problems — you can exclude those dates so automated bidding doesn’t learn from misleading performance signals.
During the excluded period, conversions are still recorded, but they are not used for bid optimization.
When to use Data Exclusions
Common use cases include:
- Conversion tracking was broken or incomplete
- Website downtime or checkout issues
- Temporary promotions that skewed results
- Product availability problems
Why it matters
Smart Bidding relies heavily on historical data. Incorrect data can lead to poor bid decisions, lower performance, or unstable results. Data Exclusions help keep optimization accurate within Google Ads.