Audience Performance Report
Compares every audience segment against its campaign's average CPA and splits them into underperformers (bid down or exclude) and outperformers (bid up) — turning Observation-mode audiences into decisions.
by Dmytro Tonkikh·chiliad.io
Overview
Audience Performance Report aggregates the performance of every audience segment (remarketing lists, in-market, affinity, customer match, similar segments) per campaign and compares each segment's CPA against the campaign average. Segments spending real money with zero conversions or a CPA well above average are listed as underperformers — negative-adjustment or exclusion candidates; segments beating the campaign CPA are listed as outperformers — positive-adjustment candidates. Observation-mode audiences are included, which is exactly the evidence they were added to collect.
Setup
- 1Open your Google Ads account and go to Tools → Bulk Actions → Scripts.
- 2Click the + button to create a new script and paste the code below.
- 3Adjust MIN_COST and CPA_FLAG_MULTIPLIER to your account's scale and tolerance.
- 4Set EMAIL_ADDRESS to receive the report; leave blank for logs only.
- 5Preview once to verify, then schedule monthly.
Configuration Variables
| Variable | Default |
|---|---|
DATE_RANGE | LAST_30_DAYS |
MIN_COST | 25 |
CPA_FLAG_MULTIPLIER | 1.5 |
TOP_N | 25 |
EMAIL_ADDRESS | (empty) |
Expected Output
Audience segments with cost >= 25: 14 === UNDERPERFORMING AUDIENCES (0 conversions or CPA > 1.5x campaign avg) === "In-market: Employment" in Generic — Broad cost: 210.40 clicks: 168 conversions: 0.0 CPA: - (campaign avg: 38.20) "Similar to purchasers" in Brand — Exact cost: 96.11 clicks: 74 conversions: 1.0 CPA: 96.11 (campaign avg: 29.80) === OUTPERFORMING AUDIENCES (CPA below campaign average) === "Cart abandoners 30d" in Generic — Broad cost: 305.20 clicks: 240 conversions: 14.0 CPA: 21.80 (campaign avg: 38.20) Email sent to you@example.com
Notes
Audience conversions overlap (one user can be in several lists), so segment columns don't sum to campaign totals — compare each segment to the campaign average, not to each other. If a campaign runs fully automated bidding, use the findings to adjust audience targeting/exclusions rather than bid modifiers, which Smart Bidding largely ignores.