Network Performance Split
Splits Search results by network — core Google Search vs Search Partners vs Display expansion — and flags campaigns where secondary networks convert dramatically worse.
by Dmytro Tonkikh·chiliad.io
Overview
Blended campaign numbers hide the network split. This report segments every Search campaign by ad network — core Google Search, Search Partners, and Display expansion — showing what each network contributes at account level, then flags campaign/network combinations where a secondary network's CPA is far worse than the campaign's core Search CPA (or spends without converting at all). Search Partners can't be bid-adjusted, so the decision is binary: keep or opt out — this gives you the evidence.
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_NETWORK_COST and CPA_GAP_FLAG to your account's scale.
- 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_NETWORK_COST | 25 |
CPA_GAP_FLAG | 1.75 |
EMAIL_ADDRESS | (empty) |
Expected Output
=== Network Performance Split - Search campaigns (LAST_30_DAYS) === SEARCH cost: 9840.20 clicks: 7211 conversions: 261.0 CPA: 37.70 SEARCH_PARTNERS cost: 1120.40 clicks: 1412 conversions: 9.0 CPA: 124.49 CONTENT cost: 240.15 clicks: 310 conversions: 0.0 CPA: - --- Campaigns where a secondary network converts much worse than core Search --- Generic — Broad [SEARCH_PARTNERS] cost: 812.20 conversions: 4.0 CPA: 203.05 (core Search CPA: 39.40) Brand — Exact [CONTENT] cost: 240.15 conversions: 0.0 CPA: - (core Search CPA: 28.10) Email sent to you@example.com
Notes
CONTENT rows on a Search campaign mean it's opted into the Display Network — usually accidental; untick it in campaign settings. Search Partners conversions are held to the same conversion tracking, so the comparison is fair; just remember partner traffic often assists rather than closes.