Ads Agency Report

If an agency runs your Google Ads, this is the statement you would want from them, written by someone who isn't grading their own work. Once a month it sets out the account: spend, clicks, conversions, conversion value, ROAS and cost per acquisition, against the month before. It lists what was changed on the account, grouped and ranked by the spend of the campaigns involved, so hundreds of raw changes become the dozen that moved money. For each change old enough to judge, it compares the 28 days before with the 28 days after, with the whole account's movement beside it, so a campaign carried by an account-wide upswing is not credited to the change. Changes that are too recent are marked as too early to judge, and what the report cannot see is said, never guessed.