Know whether each change worked, not just whether the numbers moved.
Adintel judges each change at 7, 14 and 30 days against the account’s unchanged campaigns of the same type, so a shift in demand across the account is not taken for the change’s effect. A move of 10% counts, and under 10 conversions it says it is too thin to say.
A verdict beside each change.
A change that steers spend is judged at 7, 14 and 30 days, whoever made it: worked, mixed, did not work, or too thin to say.
Read against the campaigns you left alone.
The 7, 14 and 30 days after a change are read against the same number of days before it, only on days whose conversions have come in, and every figure is read against how the account’s unchanged campaigns of the same type moved.
Results are conversion value where the campaign records it, otherwise conversions, otherwise clicks; efficiency is ROAS, cost per conversion or cost per click. A move counts when it is 10% or more against the comparison.
A budget, target or strategy change is first judged at 14 days, because Google advises judging such changes over two weeks.
The full rules
What you can do from it
- Undo a change Adintel made, through the confirm, without retyping the old value.
- Put back a budget or target Google’s auto-apply changed.
- From a change a person made in Google Ads, open the campaign’s controls and type the new amount yourself.
- Give your client each verdict in words they can check, in the client report.
What it will not do
- Under 10 conversions on either side it says too thin to say, rather than guess.
- It does not judge every change. A rule’s or a script’s routine edits, keyword additions, bids and search themes are not judged yet, nor a change undone within the hour.
- A window in which the campaign changed again gets no verdict, since it would be judging two settings at once.
- When nothing comparable stayed unchanged, a change is judged against itself, and the verdict says so.
Questions about the verdicts
Which changes are judged?
Changes that steer spend, by anyone: a campaign’s budget, target CPA or ROAS, bid strategy or status; negatives; and ad groups, keywords, ads and asset groups paused or enabled.
What does a verdict on a budget raise mean?
Worked when results rose and efficiency met the target in force or, with no target, fell by less than 10%; mixed when results rose but efficiency missed that; did not work when results did not rise.
How are negatives judged?
On the searches they stop, where they apply, once those searches drew at least 10 clicks before. Worked when 90% or more of their spend stopped, mixed from 50%. A search still spending is named, with the reason.
Do verdicts change as late conversions arrive?
Yes. They are worked out again each morning for 30 days after their window closes.
See the verdicts on a real account.
A real Google Ads account, read only, with nothing to sign up for or connect. The free trial is 14 days on up to 10 of your own accounts, with no card.