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
Operations with Basic Access 15,000 API operations per day RESOURCE_EXHAUSTED
Mutate requests 10,000 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 are 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 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, but will generate a 429 Resource Exhausted gRPC error. Refer to the list of gRPC error codes and messages.

Mutate requests

In addition to counting against the user’s daily operation quota, a mutate request cannot contain more than 10,000 operations per request.

Requests that violate this limitation are rejected with the error: TOO_MANY_MUTATE_OPERATIONS.

Additional limits and considerations for specific services and request types are outlined below.

Search requests

A Search or SearchStream request counts as one operation against the user's daily operation quota. One SearchStream request counts as one API operation irrespective of the number of batches.

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 Page size cannot exceed 10,000 rows limitation and are rejected if it violates this limit, with the error: INVALID_PAGE_SIZE.

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

Other types of requests

A request that is not a Get, Mutate, Search, or SearchStream request counts as one operation against the user's daily operation quota.

A few examples of such requests include:

Requests that return API exceptions

Requests that are rejected with a GoogleAdsFailure still count against the user's daily operation quota.

Requests that fail but don't return a GoogleAdsFailure, such as from an error at the network level, won't count against the user's daily operation quota since the requests would never reach the service. An example of this is a network connectivity failure.

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 10,000
KeywordPlanAdGroup per KeywordPlan 200
KeywordPlanAdGroupKeyword per KeywordPlan 10,000
KeywordPlanCampaignKeyword (negative keywords) 1,000
KeywordPlanCampaign per KeywordPlan 1

Conversion upload service

Conversion adjustment upload service

Billing and account budget services

  • Mutates can only be made against accounts configured for monthly invoicing.

    Requests that violate this limitation are rejected with the error: MUTATE_NOT_ALLOWED.

  • Only 1 operation is permitted for mutate requests.

    Requests that violate this limitation are rejected with the error: TOO_MANY_MUTATE_OPERATIONS.

  • 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

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:

User data

User data is managed with the UserDataService and the OfflineUserDataJobService. In a given create/remove UserData operation, each set of user_identifiers should be specific to a single user.

To enforce this, an OfflineUserDataJobError.TOO_MANY_USER_IDENTIFIERS or UserDataError.TOO_MANY_USER_IDENTIFIERS error is returned when there are more than 20 user_identifiers in a UserData set.

Other types of limits

A repeated field, such as a list of operations, that has too many items in a request can 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, try reducing the number of items in the repeated field by deploying a list of operations in a mutate request.

When making a GAQL query, the maximum number of items within an IN clause is 20,000. If you exceed that limit, a FILTER_HAS_TOO_MANY_VALUES error is returned.