Understanding Your Data

Campaign-level performance summary

Key Columns:

• Campaign: Campaign name from Google Ads
• Status: Enabled, Paused, or Removed
• Cost: Total spend in last 30 days
• Conversions: Total conversions
• Conv Value: Total conversion value
• ROAS: Return on ad spend
• Clicks, Impressions, CTR, Avg CPC: Standard metrics

Every search query that triggered your ads

Key Columns:

• Search Term: Actual query typed by user
• Brand/Non-Brand: Automatic classification
• Performance metrics: Clicks, Impressions, Cost, Conversions

Use Cases:

• • Find negative keyword candidates
• • Understand what customers search for
• • Separate brand vs non-brand performance
• • Generate content ideas from high-performing terms

Where your ads appeared (websites, apps, YouTube)

Key Columns:

• Placement URL: Website, app, or YouTube video/channel
• Placement Type: YouTube Video, Channel, Mobile App, Website
• Performance: Impressions, Clicks, Cost, Conversions

Use Cases:

• • Block low-performing sites/apps
• • Identify brand-unsafe placements
• • See which YouTube content works best

Performance of headlines, descriptions, and images

Key Columns:

• Asset Type: Headline, Description, Image, Video
• Performance: Low, Good, Best (Google's rating)
• Metrics: Impressions, Clicks, CTR

Pro Tip:

Focus on "Low" performance ratings first. Google is telling you these aren't working.

Product-level performance from your Merchant Center feed

Key Columns:

• Product ID: Merchant Center identifier
• Title: Product name from feed
• ROAS: Product-specific return on ad spend

Use Cases:

• • Increase bids on high-ROAS products
• • See which products actually sell via PMax
• • Identify feed quality issues

Control panel for script behavior

• numberOfDays: Date range (default: 30)
• Brand Terms: For brand classification
• Account Type: Ecommerce vs Lead Gen
• minPlaceImpr: Minimum impressions to show placement