Know which targets are working, and which campaigns sell below break-even.
Adintel reads each target CPA or ROAS against what the campaign delivered once the target settled, 14 days unless you change it, and says whether it is near its target, closing on it, stuck below it or beating it. It flags a target moved back before the last change settled, compares your targets with your goal and, given your margin, names the campaigns whose sales do not cover their cost.
Each target beside what it delivered.
On the Overview, the goal from business context, the break-even and the month against its budget, then each campaign’s target with its state and the figures it rests on.
Read only once a target has settled.
A new target is read only from the settle days after it was set, 14 unless you change them, and only on days whose conversions have come in. Google says its bidding takes one to two conversion cycles to settle, and advises judging a change over two weeks. Until then the campaign is read on its last settled target, with the day the new one will be read from.
Delivery is the campaign’s ROAS or cost per conversion over those days, against the target, on at least 10 conversions: near its target within 15%; closing on it when the later half of those days has closed at least half the gap; stuck below it when it is short by more than 15% and not closing; beating it when better by more than 15%.
Your goal is compared with the targets set, weighted by the last 30 days’ spend, and the audit reports it once it is 10% or more away. With your break-even given, a campaign is named below it when its ROAS over the last 30 days whose conversions have come in is under it, once it has spent twice the account’s cost per conversion.
The full rules
What you can do from it
- Give your break-even directly, or as a gross margin: a 25% margin breaks even at a ROAS of 400%. A campaign selling at another margin can have its own.
- Change a target from the panel, with the box empty for your figure, through the confirm.
- Set how many days a new target gets to settle, under Profit and targets in business context.
- Read the month against its budget on the Overview and on the Accounts page.
What it will not do
- Without your break-even, it never says which campaigns lose money.
- It never reads a new target before it has settled.
- It never flags a run of changes in one direction, easing a campaign a step at a time; only a move back before the last one settled.
- A target set on a shared bid strategy is changed in Google Ads, not from here.
Questions about targets and profit
What is a reversal?
A target moved the other way before the previous change had settled, or moved both ways within three days, in the last 30 days. Either sends the bidding two ways before the earlier change could be read.
What is break-even?
The ROAS below which a sale does not cover what it cost to sell. You give it directly or as a gross margin: a 25% margin breaks even at a ROAS of 400%.
What is the month line?
Spend so far this month, and where the month ends at the last 7 days’ rate, against the monthly budget in business context. It turns amber only when the month will end more than 15% from the budget and most of the spend is on campaigns without a target.
Why does a target say too thin to say?
Delivery needs at least 10 conversions over the settled days, so a campaign with fewer is shown with the figures it has, and no state.
See the targets 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.