Configuration Settings

Configure your sheet (2 minutes, optional). The PMax Insights Sheet works out of the box.

The PMax Insights Sheet works out of the box. These settings are optional tweaks for specific use cases.

The Four Settings (Only Change If Needed)

1. Default Settings: Leave Them Alone

What it is: The sheet comes pre-configured for typical e-commerce PMax accounts with 30 days of data.

When to change: Never, unless you have a specific reason below.

What to do: Nothing. Move on.

2. Data Collection Period: 30 Days vs More

What it is: How many days of historical data the script pulls each time it runs.

Default: 30 days (recommended for most accounts)

When to change:

  • You're doing quarterly analysis → Change to 90 days
  • You have low-volume campaigns → Extend to 60-90 days for more signal
  • You want faster script execution → Reduce to 14 days

How to change: Find the “Days of Data” cell in the configuration section. Enter your number (e.g., 90).

Trade-off: More days = more data = slower script execution. Google Ads scripts have time limits. If your script times out, reduce the days.

3. Account Type: E-commerce vs Lead Gen

What it is: Tells the sheet whether you're tracking revenue (e-commerce) or leads (lead gen).

Default: E-commerce

When to change: Your PMax campaigns don't sell products - they generate leads, bookings, quotes, form fills, etc.

What changes:

  • E-commerce mode shows revenue, ROAS, average order value
  • Lead gen mode shows lead cost, lead volume, cost per lead

How to change: Find the “Account Type” dropdown or cell. Select “Lead Gen”.

4. Brand Terms: Search Category Intelligence

What it is: Your brand name(s) so the sheet can separate branded vs non-branded search terms.

Default: Empty (optional setting)

When to add: You want to understand how much of your PMax traffic is branded search vs generic/competitor search.

What to enter: Your brand name and common variations, comma-separated:

  • Single brand: Scottish Shutters
  • Multiple variations: Scottish Shutters, ScotShutters, SS
  • Multiple brands: Mike Rhodes, MRI, 8020Agent

Why it matters:

  • PMax often shows strong performance because it's capturing branded search (people already know you)
  • Knowing your branded vs non-branded split tells you if PMax is finding new customers or just harvesting existing demand
  • Affects the search category analysis in your sheet

How to use the data: Check the S.Cat (Search Category nGrams) tab after adding brand terms. You'll see search terms categorized as “Brand” vs other categories.

That's It

Four settings. Most users change zero of them.

Changed something and regret it? Just re-copy the sheet template from the original URL and re-paste your SHEET_URL in the script.

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