One KPI table for the whole portfolio — cost, clicks, CTR, conversions, CPA and budget-lost impression share per client account — the Monday-morning answer to 'which account needs me today?'
by Google (Kratu concept), Chiliad (rewrite)·web.archive.org/web/20220124020710/https://developers.google.com/google-ads/scripts/docs/solutions/adsmanagerapp-kratu
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.
MCC Performance Scorecard runs inside the manager account and builds one KPI table across all client accounts for the chosen window: cost, clicks, CTR, conversions, CPA and average budget-lost impression share, sorted by spend. It's the portfolio triage view — scan one email, spot the outlier CPA or the budget-capped account, and start the week where it matters. (Concept in the spirit of Google's retired Kratu report, rebuilt minimal.)
| Variable | Default |
|---|---|
DATE_RANGE | LAST_7_DAYS |
MAX_ACCOUNTS | 50 |
LABEL_FILTER | (empty) |
EMAIL_ADDRESS | (empty) |
=== MCC Performance Scorecard (LAST_7_DAYS, 23 accounts) === Client A (123-456-7890, EUR) cost: 3120.40 clicks: 2411 CTR: 4.2% conv: 84.0 CPA: 37.15 budget lost IS: 2.1% Client B (234-567-8901, USD) cost: 1840.20 clicks: 1650 CTR: 3.1% conv: 18.0 CPA: 102.23 budget lost IS: 24.8% Client C (345-678-9012, EUR) cost: 890.15 clicks: 720 CTR: 5.0% conv: 31.0 CPA: 28.71 budget lost IS: 0.0% Email sent to you@example.com
Costs are in each account's own currency — don't sum the column across mixed-currency portfolios. Budget-lost impression share is averaged over the account's Search campaigns that lost anything; 0% means no campaign was budget-capped.