Reviewing campaigns

First: is there enough data?

Check before any assessment. From ads/references/benchmarks.md:

If fewer than four of seven are supported, output no overall figure. Say this instead:

Overall assessment: NOT POSSIBLE (2/7 metrics supported)
Supported:     impressions (3,400), clicks (47)
Not supported: CTR, CPC, CVR, CPA, ROAS
Reason:        47 clicks is below the threshold of 100.
Recommendation: keep running for another 10 days.

This is the most important part of this skill. A number built on thin data looks like poor performance when data is merely missing — and that is how working campaigns get switched off.

Fetching data

get_insights(scope="account", time_granularity="daily", since=..., until=...)
get_insights(scope="campaign", entity_id=..., time_granularity="daily")
get_insights(scope="ad_group", entity_id=..., time_granularity="none")

For breakdowns: segment="device" or segment="country". Exactly one — the API allows no more, and none in combination with hourly.

Available metrics: impressions, clicks, spend, ctr, cpc, cpm, conversions, cpa, post_click_cvr, order_created_roas.

For ROAS use only order_created_roas — roas and attributed_sales_* are deprecated.

Note: conversions equals click-through conversions. View-through is not added and is a reporting figure only. Bidding and billing follow click-through conversions exclusively. Figures for the current account day are provisional.

What to measure against

Not industry benchmarks — none exist for this platform. Instead:

1. Your own maximum tolerable CPA. If the CPA is below it, the campaign works, regardless of how the number compares elsewhere.
2. Your own previous period, once there is one.
3. The other ad groups in the same campaign, given sufficient data.

Regression rules

Comparison, threshold, action:

What to report

Four things per finding, otherwise it is not a recommendation:

1. Observation with a number and a period
2. Dependency — what has to happen first
3. Falsification — how would you know the action did not work?
4. Leading indicator — what moves first

Example:

Group "Chatbot website": CPA 210 across 34 conversions (14 days). Above the tolerable 150 for that service. Dependency: none, can be changed immediately. Action: lower the bid from 2.50 to 1.80. Falsification: if the CPA does not drop below 180 within 10 days, the bid is not the cause — look at the landing page. Leading indicator: average CPC within 3 days.

Restraint

• Do not change several things at once. The effect cannot be attributed.
• Wait 10 to 14 days after a change.
• Small differences are noise. 2.1 % versus 2.3 % CTR at 800 impressions each means nothing.
• When conversion data is missing, check measurement first, not the campaign. A campaign that appears to deliver nothing often has a tracking problem.