For some accounts, the query below does not return all the clicks, 
impressions, and cost bc segmenting by keyword does not comprehensively 
cover all the activity. Afaik, it cannot return null or empty string for 
the keyword and I can't add `where segment.keyword.ad_group_criterion is 
null`​ to get the complement. Am I missing something or do I need to get it 
w and wo the segment and subtract the segmented values from the composite 
to get the complement?

SELECT ad_group_ad.ad.id, customer.id, segments.date, 
segments.keyword.ad_group_criterion, metrics.cost_micros, metrics.clicks, 
metrics.impressions
FROM ad_group_ad
WHERE segments.date = '2022-01-17' AND metrics.impressions > 0

Don Mitchell
principal architect automated traffic acquisition
cargurus

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