Compares every Target CPA and Target ROAS against what the campaign actually delivered — catching the too-aggressive targets that silently strangle volume and the too-loose ones wasting efficiency.
by Dmytro Tonkikh·chiliad.io
One table of every campaign's bidding strategy with the two flags that matter: Manual CPC campaigns with enough volume for Smart Bidding, and target-based campaigns too data-starved to learn.
Finds the reallocation hiding in plain sight: efficient campaigns losing volume to budget caps, idle budgets that could fund them, and full budgets funding poor CPAs.
Runs campaigns only inside their date windows — Black Friday starts at 00:00 without anyone staying up, sales end exactly on time, weekend campaigns run only on weekends.
Compares yesterday's average CPC per campaign against its 30-day baseline and alerts on spikes — the earliest visible symptom of a new competitor, broad-match drift, or a bid change gone wrong.
Compares actual spend against your daily budget settings over 1, 7 and 28 days and alerts by email + Google Sheet when Google overdelivers beyond your thresholds.
Compares actual daily spend against the expected pace based on time of day. Logs over- and under-pacing campaigns and can auto-pause overspenders to protect your budget.
Target Realism Checker reads every campaign's Target CPA / Target ROAS (both standalone strategies and targets set inside Maximize Conversions / Maximize Conversion Value) and compares them against the campaign's actual CPA / ROAS over the lookback window. Targets more than a configurable factor away from reality are flagged in both directions: too aggressive (the algorithm can't hit it, so it skips auctions and volume dries up) and too loose (free efficiency left unclaimed).
| Variable | Default |
|---|---|
DATE_RANGE | LAST_30_DAYS |
GAP_FACTOR | 1.3 |
MIN_CONVERSIONS | 10 |
EMAIL_ADDRESS | (empty) |
[OK] Brand — Exact - target CPA 30.00, actual 27.10 === Target Realism Checker (LAST_30_DAYS) === Campaigns with targets judged: 9 Flagged: 2 Generic — Broad TOO AGGRESSIVE - target CPA 25.00 vs actual 44.80 (52 conv). Volume is likely suppressed; raise gradually (10-20% steps). Shopping — All Products TOO LOOSE - target ROAS 250% vs actual 410%. Room to tighten. Email sent to you@example.com
Campaigns on portfolio bid strategies are not judged (their targets live on the portfolio, not the campaign). Change targets in 10-20% steps and let each change settle for about a week — large jumps restart the learning phase and muddy the comparison.