Shows how long conversions take to arrive after the click — the distribution that explains why 'last week looks terrible' every week, and how much your recent CPA is understated.
by Dmytro Tonkikh·chiliad.io
Monitors your account for unexpected performance deviations by comparing today's stats against historical averages for the same weekday. Sends an alert email when impressions, clicks, conversions, or cost deviate beyond configurable thresholds.
One 0-100 score for the whole account, built from seven objective checks — tracking flatlines, disapprovals, serving status, budget losses, negative coverage and query hygiene — with the deduction breakdown as your fix list.
Finds the structural gaps that stop ad groups from serving: ad groups without active ads, without an RSA, without keywords, keyword-stuffed themes, and multi-RSA ad groups.
Generates a daily at-a-glance performance overview of your entire Google Ads account. Writes prior-day stats to a Google Sheet with running history and optionally emails a formatted comparison of yesterday vs. two days ago vs. one week ago.
Generates a Google Spreadsheet with ad performance stats segmented by headline and final URL, including distribution charts. Covers all ad types and optionally emails the report link weekly.
Maps every campaign's ad schedule and flags forgotten narrow serving windows, stale schedule bid modifiers that Smart Bidding ignores, and (optionally) campaigns running 24/7.
Conversions are reported on the click date, so recent periods always look worse than they'll end up — the only question is by how much. Conversion Lag Report builds the distribution of days-between-click-and-conversion for your account, with cumulative percentages and a practical summary: what share arrives same-day, within 7 days, and later. That last number is exactly how understated last week's CPA is — the discount to apply before judging any recent change or panicking at a weekly report.
| Variable | Default |
|---|---|
DATE_RANGE | LAST_90_DAYS |
EMAIL_ADDRESS | (empty) |
=== Conversion Lag Report (LAST_90_DAYS) === Conversions with lag data: 842.0 same day: 46.2% (cumulative: 46.2%) 1-2 days: 12.8% (cumulative: 59.0%) 2-3 days: 7.4% (cumulative: 66.4%) 6-7 days: 3.1% (cumulative: 78.9%) 14-21 days: 6.2% (cumulative: 91.4%) 21-30 days: 4.8% (cumulative: 96.2%) Same-day share: 46%. Within 7 days: 79%. Arriving later than 7 days: 21%. Practical reading: CPA for the last 7 days is understated by roughly 21% - judge recent changes with that discount in mind. Email sent to you@example.com
Uses all-conversions with Google's lag buckets. Different conversion actions have different lags — for a per-action view, add a conversion action filter and run per action. The direct applications: honest recency judgments, conversion window choices, and patience windows after Smart Bidding changes.