devaimani Reviewing campaigns
First: is there enough data?
Check before any assessment. From ads/references/benchmarks.md:
| Metric | Minimum |
|---|---|
| CTR | 1,000 impressions |
| CPC | 100 clicks |
| Conversion rate | 100 clicks and 10 conversions |
| CPA | 30 conversions |
| Trend | 14 days |
| Comparison of two groups | 100 clicks each |
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:
- Your own maximum tolerable CPA. If the CPA is below it, the campaign works, regardless of how the number compares elsewhere.
- Your own previous period, once there is one.
- The other ad groups in the same campaign, given sufficient data.
Regression rules
Comparison, threshold, action:
| Observation | Threshold | Action |
|---|---|---|
| Spend without conversion | 3× max CPA spent, 0 conversions | Pause the group, check landing page and measurement |
| CPA rising | +25 % week over week, ≥30 conversions | Lower the bid, review the weakest group's hints |
| CTR falling | −30 % week over week, ≥1,000 impressions | Ad fatigue, introduce a new variant |
| No delivery | 0 impressions over 48 h while active | Check all three status levels, then the bid, then the area |
| Budget spent early | Daily budget gone before midday | Bid too high, or demand higher than expected |
| Ad rejected | review_status: rejected |
Read reason_code — a crawler_* code points at the landing page |
| One group dominates | >70 % of spend | Check whether the others are scoped too narrowly |
What to report
Four things per finding, otherwise it is not a recommendation:
- Observation with a number and a period
- Dependency — what has to happen first
- Falsification — how would you know the action did not work?
- 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.