Back to HelpUnderstanding the Data
Complete guide to all tabs, columns, and metrics in your MCC PMax sheets.
The 'all' Tab
Purpose: Reference list of all accounts in your MCC, updated on first run and optionally refreshed at maintenance hour.
Columns:
- Client ID: Account CID (format: 123-456-7890)
- Account Name: As shown in Google Ads
- Timezone: Account's timezone setting
- Cost Last 30 Days: Total spend across all campaign types
- PMax Campaigns: Number of PMax campaigns
- PMax Cost (Last 30): PMax-specific spend
- Shopping Campaigns: Number of Shopping campaigns
- Shopping Cost (Last 30): Shopping-specific spend
- DG Campaigns: Number of Demand Gen campaigns
- DG Cost (Last 30): Demand Gen-specific spend
The 'settings' Tab
Purpose: Controls which accounts are processed, when they run, and their configuration.
Key Columns:
- A - ID: Account CID (must match format from 'all' tab)
- B - Client Name: Account name for reference
- C - Run At: Hour (0-23) when account should update. Accounts are distributed across hours (15 per hour by default)
- D - Use Lead Gen Template: Check if account is lead gen (vs ecommerce)
- E - Brand Terms: Comma-separated list to identify branded search terms
- F - Individual Account PMax Insights Sheet URL: Auto-created on first run
- G - Run Demand Gen: Auto-checked if account has DG campaigns
- H - Individual Account Demand Gen Sheet URL: Created if DG enabled
- I - Run AI Sheet on: Day for AI Whisperer (future feature)
- J - Individual AI Whisperer Sheet URL: Auto-created if AI features used
- L - Last Successful Run: Timestamp of last update
- M - Last AI Run: For AI features
- N - (Error column): Shows error messages if processing fails
- O - Initialized: TRUE when account has been fully processed, FALSE when pending
Individual Account Sheets
Each account gets its own Google Sheet with multiple tabs of detailed insights:
PMax Overview
Campaign-level performance metrics, spend, conversions, ROAS
Search Terms
All search queries triggering your ads, with performance data and brand/non-brand classification
Placements
Where your ads appeared (websites, apps, YouTube), sorted by impressions
Assets
Performance of headlines, descriptions, and images with asset fatigue analysis
Landing Pages
Performance by landing page URL
The 'totals' Tab (Master Sheet)
Purpose: Aggregated campaign data across all accounts for cross-account analysis.
Data is sorted by account name, then by campaign cost (descending). Use for comparing performance across accounts or finding top/bottom performers.
Historical Data Tabs (Master Sheet)
dailyStats Tab
Daily performance trends across all accounts. Updated at maintenance hour (23:00).
weeklyStats Tab
Week-over-week performance. Updated at maintenance hour (23:00).
trend Tab
High-level performance indicators and trends. Updated at maintenance hour (23:00).