The client report

What is the client report?

A report on one account over one period, for you to send to your client. It is composed by fixed rules from Adintel's copy of the account, in the account's currency and time zone, and each section links to the page its figures come from. Figures are read for the report's period, with two exceptions: targets as they stood at the period's end, and Google's switches as they stand on the day the report is composed. A short summary opens it. Adintel sends it to no one: you read it, edit the summary, hide sections, make it final, and print it or share it by link.

When is it composed?

On the 1st of each month in the account's time zone, the morning's analysis composes last month's report as a draft, so it is waiting when you open the page. If that analysis did not run, the analysis on the next morning, or the one after, composes it instead; a month that already has a report is left as it is.

The page opens on Last month; choose This month or any From and To, up to a year long and ending no later than today. A period with no report yet offers Compose the report. Compose again composes the draft afresh from the account as it stands now; its new summary, written from the sections you have not hidden, replaces the old one and any edit you made to it, and the sections you hid stay hidden. A report with spend, composed within nine days of its period's end, says that conversions on the last days can still rise as Google credits them.

What does it say first?

Each section appears only when it holds something.

• The month in figures (The period in figures for any other period): spend, conversions and conversion value against the month before or, for any other period, the same number of days before it; then ROAS or cost per conversion against the period before, and against your goal in business context when one is set. Where you have marked real outcomes on Conversions, their conversions are also counted separately. A conversion action that recorded nothing, or far fewer conversions than usual, while its campaigns kept spending is named here, and so is a change to what is counted: one made from Adintel, or the day of a Timeline note marked as changing what is counted. The note's own words stay on your screen and are never printed. When no change was made from Adintel and no person or other tool changed the account in Google Ads, it says so.

What we changed

The changes made from Adintel, and those made in Google Ads by the account's Adintel users (who "we" is).

• A budget, target, bid strategy, campaign status or switch, such as AI Max, a network or a conversion setting, shows its old and new value; a budget moved between two campaigns names both. Changes to the same setting on the day of the first or the two days after read as one line, from the first old value to the last new one, with the number of steps. One that ended where it began says so: "paused, 6 Oct, and put back on 8 Oct".
• Negatives added from Adintel are counted by reason: searches naming a competitor, searches that kept spending without converting, and searches that do not fit the business. Negatives added in Google Ads are counted together.
• Keywords, search themes, ads and other changes are counted, with the first few named.

What else is in it?

• What else changed in the account: changes by other users, other tools, automated rules, scripts and Google's own tools, grouped by who made them, with up to eight budget, target, strategy, status or switch changes named with their old and new values. Auto-apply has its own place under What Google's automation did.
• Did it work: each change with a 7, 14 or 30 day window that closed in the period, whoever made it, worded as below.
• Found and fixed: what the audit's nightly check stopped finding in the period and why, what it newly found, and what was still open at the period's end.
• Targets and budget: each target against what it delivered once settled, the targets compared with your goal, and, where business context has a monthly budget and the period is within one month, the month's spend against it, or a projection at the last 7 days' rate while the month runs. The break-even you set is never in a client report.

And at the end?

• What Google does not show: the share of spend on searches whose term Google shows, on searches with no term shown, and on other channels.
• What Google's automation did: Google's recommendations open in the period, counted by Adintel's verdict on them; those dismissed from Adintel; what auto-apply changed, or that it changed nothing; the assets Google created that serve; campaigns Google moved to AI Max; and the switches that let Google do more on its own.
• What moved: the larger departures from an account's or campaign's usual level, with the figure and that level; days running in a row read as one line. A campaign's conversions moving by less than two from usual, rises in clicks, impressions or click-through rate, and departures you marked as a false positive are left out.

Who is "we"?

You. The report speaks as you to your client and never names Adintel. "We" is whoever changed the account from Adintel, or in Google Ads under the email or a connected Google login of one of the account's Adintel users. Anyone else working in Google Ads shows as another user of the account: Adintel matches the address Google reports against its own users and keeps no other. A change made through another tool's connection shows as another tool.

How does it say whether a change worked?

As did it work judges it, in words your client can check:

• A change judged against the campaigns that did not change is given as worked, mixed or did not work, with its figures and up to three of the campaigns it was compared with.
• A change judged against itself, because nothing comparable stayed unchanged, is given as a reading, not proof, and never as worked, mixed or did not work.
• Negatives are given as worked, mixed or did not work on what the searches they were added for spent before and after, where the negatives apply, with up to eight searches that still spent afterwards and why.
• Changes made in the period that are still too early to judge are counted in one line, with the day the first will be judged and the day the last will. Changes with too little traffic, and those with no verdict and why, are counted the same way.
• Our changes of a kind not judged yet, such as search themes, are counted under Not judged yet.

No saving is ever estimated.

What is left out?

• A change made from Adintel and undone from Adintel within the period, with its undo.
• A change that sent nothing because the account was already that way.
• A campaign's budget, target, bid strategy or status changed and back where it started by the end of the same day, when every change to it that day was ours. A budget moved between two campaigns is left out only when both budgets were back. If anyone else, or Google's auto-apply, changed it that day, every change stays, so a change we put back shows with what it put back.

A line on screen, never printed, counts what was left out of What we changed. The reason recorded with each change is not printed: the report groups its changes by reason, in its own words. An anomaly's explanation is not printed either; What moved gives the figures alone.

Who writes the summary?

A language model writes it from the sections you have not hidden and nothing else, putting first what matters most, in about 120 words or fewer. Before the summary is kept, every number in it is checked against the sections. A summary that quotes a number the sections do not hold, uses a word such as doubled or half, has a dash, names Adintel or runs past 150 words is dropped; the report stands without it, and you can write your own. A count in words, such as "all three", passes only when the summary names those three beside it. The check confirms each number appears in the sections, not that it is used for the right figure, so read the summary before you make the report final. A report for a period with no spend has no summary.

Edit the summary, or Write a summary when there is none, puts it in your words. Your own words are not checked. Put back what was written restores the original, and so does saving it empty.

What can I change?

On a draft, you can edit the summary and hide whole sections. Hide from the report keeps a section off the print and out of the next summary; on the page it stays, dimmed and marked Hidden: left out of the report. Show in the report brings it back. A line or a figure cannot be edited or hidden, and The month in figures cannot be hidden. If the written summary quotes a figure only a hidden section holds, the draft says so; it does not stop you making the report final.

Make final asks you to confirm with Make it final and needs the business name saved. It freezes the report with the name and logo it carries, and a final report cannot be changed. To change one later, Compose a new draft for the same period: it is composed afresh, without your earlier edit or hidden sections. Making the new draft final replaces the earlier final, which stays listed as an earlier final. Links made to the earlier final keep showing it until they expire or you turn them off; new links go to the newer final.

How do my name and logo get on it?

On your own accounts, until you save one, the page asks for the business name your clients know you by, filled in from your company name if you gave one, and, if you like, your logo: a PNG or JPEG of up to 256 KB and 4,000 pixels a side. One on a white or transparent background prints best. A report can be read and composed without the name, but not made final. Your name and logo are set once for all your accounts, and Your name and logo on reports changes them. A report carries the name and logo of the team whose account it is: on your own accounts, yours; on an account a team gave you, that team's. Only that team's owner can change them, and you see them with the owner's name beside them; if the team has none yet, Make final says who to ask (team seats). The printed report carries them at the top in place of Adintel's name: a wide logo, three or more times as wide as it is tall, prints on its own, since it usually spells your name, and a squarer one prints with your name beside it. A final report keeps the name and logo it was made with.

How do I print or share it?

Print / Save PDF opens your browser's print dialog; print from Chrome or Edge and leave the dialog's settings as they open. The report prints with the business name and logo, the day it was prepared, the account, the title and the period at the top, then the summary, the key figures side by side, and each section. Every page's footer names the account, the report, the period and the page number. The page's controls, hidden sections and the lines meant only for you are not printed, and a draft prints marked as one.

A final report can also be shared with Share by link: your client opens the link without signing in and reads a copy laid out as it prints, frozen when you make the link. The link expires, and you can turn it off sooner (sharing a report or an audit).