Ad Performance Report

Reports icon

Ad Performance Report is an example of advanced reporting functionality provided by Google Ads scripts. Advertisers like to analyze how their ads are performing in their campaigns. Sometimes, comparing how a given headline or final URL performs against others will provide insight in creating new ads. Ad Performance Report generates a Google Spreadsheet with a number of interesting distribution charts.

A new Ad Performance report gets created whenever the script executes. You can access all of these reports in Google Drive. Optionally, the script can also email the report to one or more recipients.

Ad performance report

Scheduling

The script uses last week's statistics to generate the report. Schedule it Weekly, on Mondays.

How it works

The script starts off creating a copy of a template spreadsheet, with all graphs pre-configured. The script then populates the data values in the Report sheet, and graphs in the other sheets get constructed automatically.

Setup

  • Click the button below to create the spreadsheet-based script in your Google Ads account.

    Install the script template

  • Click the button below to make a copy of the template spreadsheet.

    Copy the template spreadsheet

  • Update spreadsheet_url and recipient_emails in your script.

  • Schedule your script to run Weekly, on Mondays.

Source code

// Copyright 2015, Google Inc. All Rights Reserved.
//
// Licensed under the Apache License, Version 2.0 (the "License");
// you may not use this file except in compliance with the License.
// You may obtain a copy of the License at
//
//     http://www.apache.org/licenses/LICENSE-2.0
//
// Unless required by applicable law or agreed to in writing, software
// distributed under the License is distributed on an "AS IS" BASIS,
// WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
// See the License for the specific language governing permissions and
// limitations under the License.

/**
 * @name Ad Performance Report
 *
 * @overview The Ad Performance Report generates a Google Spreadsheet that
 *     contains ad performance stats like Impressions, Cost, Click Through Rate,
 *     etc. as several distribution charts for an advertiser account. See
 *     https://developers.google.com/google-ads/scripts/docs/solutions/ad-performance
 *     for more details.
 *
 * @author Google Ads Scripts Team [adwords-scripts@googlegroups.com]
 *
 * @version 2.1
 *
 * @changelog
 * - version 2.1
 *   - Split into info, config, and code.
 * - version 2.0
 *   - Updated to use new Google Ads scripts features.
 * - version 1.1
 *   - Updated to use expanded text ads.
 * - version 1.0.1
 *   - Improvements to time zone handling.
 * - version 1.0
 *   - Released initial version.
 */
/**
 * Configuration to be used for the Ad Performance Report.
 */

CONFIG = {
  // Array of recipient emails. Comment out to not send any emails.
  'recipient_emails': ['YOUR_EMAIL_HERE'],
  // URL of the default spreadsheet template. This should be a copy of
  // https://goo.gl/aN49Nk
  'spreadsheet_url': 'YOUR_SPREADSHEET_URL',

  'advanced_options': {
    /**
     * Adding new metrics to the list will not get them automatically included
     * unless corresponding changes are made in the spreadsheet and the code
     * section.
     * Removing fields in the list will result in the corresponding
     * field not being rendered in the report.
     */
    'fields': [
      'ad_group_ad.ad.id',
      'ad_group_ad.ad.type',
      'ad_group_ad.ad.text_ad.headline',
      'ad_group_ad.ad.expanded_text_ad.headline_part1',
      'ad_group_ad.ad.expanded_text_ad.headline_part2',
      'ad_group_ad.ad.responsive_display_ad.long_headline',
      'ad_group_ad.ad.video_responsive_ad.long_headlines',
      'ad_group_ad.ad.responsive_search_ad.headlines',
      'ad_group_ad.ad.app_engagement_ad.headlines',
      'ad_group_ad.ad.app_ad.headlines',
      'ad_group_ad.ad.call_ad.headline1',
      'ad_group_ad.ad.call_ad.headline2',
      'ad_group_ad.ad.gmail_ad.marketing_image_headline',
      'ad_group_ad.ad.local_ad.headlines',
      'ad_group_ad.ad.legacy_responsive_display_ad.long_headline',
      'ad_group_ad.ad.shopping_comparison_listing_ad.headline',
      'ad_group_ad.ad.smart_campaign_ad.headlines',
      'ad_group_ad.ad.video_ad.in_feed.headline',
      'ad_group_ad.ad.final_urls',
      'metrics.clicks',
      'metrics.cost_micros',
      'metrics.impressions',
    ]
  }
};
const RECIPIENT_EMAILS = CONFIG.recipient_emails;
const SPREADSHEET_URL = CONFIG.spreadsheet_url;
const FIELDS = CONFIG.advanced_options.fields;

/**
 * This script computes an Ad performance report
 * and outputs it to a Google spreadsheet.
 */
function main() {
  console.log(`Using template spreadsheet - ${SPREADSHEET_URL}.`);
  const spreadsheet = copySpreadsheet(SPREADSHEET_URL);
  console.log(`Generated new reporting spreadsheet ${spreadsheet.getUrl()} ` +
      `based on the template spreadsheet. ` +
      `The reporting data will be populated here.`);

  const headlineSheet = spreadsheet.getSheetByName('Headline');
  headlineSheet.getRange(1, 2, 1, 1).setValue('Date');
  headlineSheet.getRange(1, 3, 1, 1).setValue(new Date());
  const finalUrlSheet = spreadsheet.getSheetByName('Final Url');
  finalUrlSheet.getRange(1, 2, 1, 1).setValue('Date');
  finalUrlSheet.getRange(1, 3, 1, 1).setValue(new Date());
  spreadsheet.getRangeByName('account_id_headline').setValue(
      AdsApp.currentAccount().getCustomerId());
  spreadsheet.getRangeByName('account_id_final_url').setValue(
      AdsApp.currentAccount().getCustomerId());

  // Only include ad types on the headline sheet for which the concept of a
  // headline makes sense.
  outputSegmentation(headlineSheet, 'Headline', (adGroupAd) => {
    switch (adGroupAd.ad.type) {
      case 'TEXT_AD':
        return adGroupAd.ad.textAd.headline;
      case 'EXPANDED_TEXT_AD':
        return adGroupAd.ad.expandedTextAd.headlinePart1 + ' - ' +
            adGroupAd.ad.expandedTextAd.headlinePart2;
      case 'RESPONSIVE_DISPLAY_AD':
        return adGroupAd.ad.responsiveDisplayAd.longHeadline;
      case 'VIDEO_RESPONSIVE_AD':
        return adGroupAd.ad.videoResponsiveAd.longHeadlines.map(
            asset => asset.text);
      case 'RESPONSIVE_SEARCH_AD':
        return adGroupAd.ad.responsiveSearchAd.headlines.map(
            asset => asset.text);
      case 'APP_ENGAGEMENT_AD':
        return adGroupAd.ad.appEngagementAd.headlines.map(asset => asset.text);
      case 'APP_AD':
        return adGroupAd.ad.appAd.headlines.map(asset => asset.text);
      case 'CALL_AD':
        return adGroupAd.ad.callAd.headline1 + ' - ' +
            adGroupAd.ad.callAd.headline2;
      case 'GMAIL_AD':
        return adGroupAd.ad.gmailAd.marketingImageHeadline;
      case 'LEGACY_RESPONSIVE_DISPLAY_AD':
        return adGroupAd.ad.legacyResponsiveDisplayAd.longHeadline;
      case 'LOCAL_AD':
        return adGroupAd.ad.localAd.headlines.map(asset => asset.text);
      case 'SHOPPING_COMPARISON_LISTING_AD':
        return adGroupAd.ad.shoppingComparisonListingAd.headline;
      case 'SMART_CAMPAIGN_AD':
        return adGroupAd.ad.smartCampaignAd.headlines.map(asset => asset.text);
      case 'VIDEO_AD':
        return adGroupAd.ad.videoAd.inFeed.headline;
      default:
        return;
    }
  });
  outputSegmentation(
      finalUrlSheet, 'Final Url', (adGroupAd) => adGroupAd.ad.finalUrls);
  console.log(`Ad performance report available at\n${spreadsheet.getUrl()}`);
  validateEmailAddresses(RECIPIENT_EMAILS);
  MailApp.sendEmail(
      RECIPIENT_EMAILS.join(','), 'Ad Performance Report is ready',
      spreadsheet.getUrl());
}

/**
 * Retrieves the spreadsheet identified by the URL.
 *
 * @param {string} spreadsheetUrl The URL of the spreadsheet.
 * @return {SpreadSheet} The spreadsheet.
 */
function copySpreadsheet(spreadsheetUrl) {
  const spreadsheet = validateAndGetSpreadsheet(spreadsheetUrl).copy(
      'Ad Performance Report - ' +
      getDateStringInTimeZone('MMM dd, yyyy HH:mm:ss z'));

  // Make sure the spreadsheet is using the account's timezone.
  spreadsheet.setSpreadsheetTimeZone(AdsApp.currentAccount().getTimeZone());
  return spreadsheet;
}

/**
 * Generates statistical data for this segment.
 *
 * @param {Sheet} sheet Sheet to write to.
 * @param {string} segmentName The Name of this segment for the header row.
 * @param {function(AdsApp.Ad): string} segmentFunc Function that returns
 *        a string used to segment the results by.
 */
function outputSegmentation(sheet, segmentName, segmentFunc) {
  // Output header row.
  const rows = [];
  const header = [
    segmentName,
    'Num Ads',
    'Impressions',
    'Clicks',
    'CTR (%)',
    'Cost'
  ];
  rows.push(header);

  const segmentMap = {};

  // Compute data.
  const fields = FIELDS.join(",");
  const results = AdsApp.search(`SELECT ${fields} FROM ad_group_ad ` +
        `WHERE metrics.impressions > 0 AND ` +
        `segments.date DURING LAST_7_DAYS`);
  let skipped = 0;
  for (const row of results) {
    let rawSegments = segmentFunc(row.adGroupAd);
    // In the case of the headline segmentation segmentFunc will return null
    // where there is no headline e.g. an HTML5 ad or other non-text ad, for
    // which metrics are therefore not aggregated.
    if (!rawSegments) {
      skipped += 1;
      continue;
    }

    let segments = [];
    if (typeof (rawSegments) == 'string') {
      segments[0] = rawSegments;
    }
    else {
      segments = rawSegments;
    }

    for (const segment of segments) {
      if (!segmentMap[segment]) {
        segmentMap[segment] =
            {numAds: 0, totalImpressions: 0, totalClicks: 0, totalCost: 0.0};
      }
      const data = segmentMap[segment];
      data.numAds++;
      data.totalImpressions += parseFloat(row.metrics.impressions);
      data.totalClicks += parseFloat(row.metrics.clicks);
      data.totalCost += parseFloat((row.metrics.costMicros)/1000000);
    }
  }

  // Write data to our rows.
  for (const key in segmentMap) {
    if (segmentMap.hasOwnProperty(key)) {
      let ctr = 0;
      if (segmentMap[key].numAds > 0) {
        ctr = (segmentMap[key].totalClicks /
          segmentMap[key].totalImpressions) * 100;
      }
      const row = [
        key,
        segmentMap[key].numAds,
        segmentMap[key].totalImpressions,
        segmentMap[key].totalClicks,
        ctr.toFixed(2),
        segmentMap[key].totalCost];
      rows.push(row);
    }
  }

  // Write a warning if we skipped ads that were missing segmentation info
  if (skipped) {
    rows.push(['SKIPPED', skipped, '', '', '', '']);
  }
  sheet.getRange(3, 2, rows.length, 6).setValues(rows);
}

/**
 * Produces a formatted string representing a given date in a given time zone.
 *
 * @param {string} format A format specifier for the string to be produced.
 * @param {date} date A date object. Defaults to the current date.
 * @param {string} timeZone A time zone. Defaults to the account's time zone.
 * @return {string} A formatted string of the given date in the given time zone.
 */
function getDateStringInTimeZone(format, date, timeZone) {
  date = date || new Date();
  timeZone = timeZone || AdsApp.currentAccount().getTimeZone();
  return Utilities.formatDate(date, timeZone, format);
}

/**
 * Validates the provided email addresses to make sure it's not the default.
 * Throws a descriptive error message if validation fails.
 *
 * @param {Array.<string>} recipientEmails The list of email addresses.
 * @throws {Error} If the list of email addresses is still the default
 */
function validateEmailAddresses(recipientEmails) {
  if (recipientEmails && recipientEmails[0] == 'YOUR_EMAIL_HERE') {
    throw new Error(
        'Please either specify a valid email address or clear' +
        ' the recipient_emails field in Config.');
  }
}

/**
 * Validates the provided spreadsheet URL
 * to make sure that it's set up properly. Throws a descriptive error message
 * if validation fails.
 *
 * @param {string} spreadsheeturl The URL of the spreadsheet to open.
 * @return {Spreadsheet} The spreadsheet object itself, fetched from the URL.
 * @throws {Error} If the spreadsheet URL hasn't been set
 */
function validateAndGetSpreadsheet(spreadsheeturl) {
  if (spreadsheeturl == 'YOUR_SPREADSHEET_URL') {
    throw new Error('Please specify a valid Spreadsheet URL. You can find' +
        ' a link to a template in the associated guide for this script.');
  }
  return spreadsheet = SpreadsheetApp.openByUrl(spreadsheeturl);
}