3 Scripts For Automating Google Ads Reports In Spreadsheets

As PPC account managers, we’ve all the time needed to do a number of reporting to maintain our stakeholders knowledgeable.

Now with the continued rise in automation, reporting has taken on new significance as one of many key methods we will monitor what the machines are doing.

For instance, we will use reviews to watch which queries are thought-about shut variants for actual match key phrases.

But whereas reporting is a key PPC administration process, it can be one of the vital time-consuming. That is, except you employ your individual automation layers like those I’ll share right here.


There are loads of nice free and paid options that make reporting simpler (you could find some in Aaron Levy’s free PPC instruments roundup).

But most individuals overlook Ad Scripts as a result of they’re frightened that this can be too superior for them.

The excellent news is that there are some nice scripts on the market already written by consultants, and if you know the way to copy-and-paste and observe a couple of easy directions, you should use a script to robotically put your Google Ads reviews right into a spreadsheet.



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In this column, you’ll discover three free scripts I’ve written that may ship various kinds of adverts information right into a Google Sheet.

The fantastic thing about Sheets is that they’re an amazing connector to different programs. Once you’ve the info you need in a Google spreadsheet, it’s comparatively straightforward to attach it along with your favourite dashboard software program or a consumer reporting device.

Or, merely use it as the premise for making optimization choices to enhance your account.


Deciding which of those three scripts is finest for you depends upon the specified output and your stage of consolation with writing SQL, digging up area names in Google’s documentation, and manipulating information your self in the spreadsheet after it’s been imported robotically.

Script 1: You Know How to Write Simple SQL

If you simply want a fast dump of Google Ads information right into a Google Sheet, try the add-on for Google Sheets first. It’s by far the best solution to get began.


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But in my very own expertise, it doesn’t cowl all of the report varieties out there in the API so for those who’re aware of SQL and want one thing greater than what the add-on gives, do that script.

You get to put in writing an AWQL question and the script merely executes the question and places the ensuing rows in a brand new Google Sheet.

You may even use one script to run a number of queries and ship the output to completely different tabs in the identical spreadsheet.

You may use this to create an enormous report that comprises every bit of knowledge Google has about your adverts.

Example of Google Ads data in a Google spreadsheet..Screenshot from Google Sheets, October 2021

The report above was automated utilizing an AWQL question and a easy adverts script.

AWQL stands for AdPhrases Query Language and it’s a SQL-like language for querying AdPhrases reporting information.

It’s the precursor of GAQL which stands for the Google Ads Query Language and which was launched when Google transitioned from the AdPhrases API to the Google Ads API in 2020.

While it’s highly effective, AWQL can’t type or group information. If you want this additional performance, plan to put in writing GAQL queries as a substitute or have a plan for getting information in the best order in the spreadsheet.

Here’s an instance of how easy the question is to fetch the variety of conversions of varied varieties for advert teams:

‘SELECT AdGroupId, Id, Conversions, ConversionCategoryName ‘ +



Key Points About This Script

  • You have to know tips on how to write an AWQL or GAQL question, much like SQL.
  • If you write AWQL, the brand new model of Ads Scripts will doubtless be capable of convert it to GAQL when AWQL is retired, making the transition very straightforward for you.
  • Learn tips on how to write GAQL as a substitute of AWQL except you’re prepared to do all manipulation of the ensuing information in the spreadsheet as a result of sorting and grouping doesn’t work with AWQL.
  • You can’t be a part of information from a number of reviews so if you wish to automate a number of the information processing, you’ll need to deal with that in the spreadsheet after you’ve downloaded the uncooked information.

Get this script and its instructions.


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Script 2: You Prefer a WYSIWIG Report Builder

This subsequent possibility is for those that would moderately not take care of AWQL or GAQL.

This script includes establishing a bit extra code, however that code does one thing fairly helpful: it reads Google’s reporting documentation and places the out there choices right into a spreadsheet in order that producing a report turns into so simple as deciding on the stuff you wish to embrace from a couple of dropdowns.

The first script is a Google Apps Script that provides a menu merchandise to the sheet after which takes the info about out there Ads reviews and interprets that right into a bunch of dropdowns.

This code is already embedded in the spreadsheet you’ll copy (particulars are in the linked directions) and to get it to work, all you have to do is authorize the code to run inside your spreadsheet.

The finish result’s which you could bypass studying AWQL and as a substitute simply choose what you need in your report in the spreadsheet itself.

Adding a new menu item to a Google sheet. Screenshot from Google Sheets, October 2021

Note that you could be have to spend a little bit of time determining what issues are known as in reviews.


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For instance, in key phrase reviews, you’ll discover one thing known as a standards (that’s a key phrase), and for those who’re wanting for a report for ‘Sitelinks,’ these are known as Placeholder Feed Item in reviews.

Here is the ads reporting documentation from Google that can assist you work out these nuances.

The second script to put in for that is the Google Ads Script. This one appears at what information you’re requesting along with your settings in the sheet after which fetches what’s wanted and drops it into the best place.

An enormous good thing about this script is which you could schedule it to fetch new information as typically as hourly.

That method, everytime you load the sheet, it may be prepared with the info you have to go about your work.

Key Points to Remember About This Script

  • You’ll use two scripts: an Ads Script and an App Script. Both have to be licensed by clicking a button however just one must be copied-and-pasted (the Ads Script).
  • Rather than writing a question, all picks of fields to incorporate are carried out in spreadsheet dropdowns.
  • Filters on what information to return can be set by deciding on from dropdowns in the spreadsheet.


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Get this script or learn its instructions.

Script 3: You Want Processed Data in Your Spreadsheet

This third possibility is finest while you want extra than simply uncooked adverts information.

Instead of doing the manipulation of knowledge via pivot tables in a spreadsheet, this script will do it for you so while you open the sheet, it’ll have already got extra significant and human-readable information.

To use this script it is best to be capable of distinguish between segments, attributes, and metrics or not less than be capable of use Google’s tables detailing what’s what earlier than you write your question in the AdPhrases Script.

Segments, metrics, and attributes are highlighted in completely different colours.

Available reporting columns for keyword reports from Google Ads. Screenshot from Google API documentation, October 2021

What units this one aside is that it processes the info for segments in a singular method.


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Say that you just’re attempting to get information concerning the various kinds of conversions your account is driving.

The two earlier scripts will embrace that in the report, however it’ll make a brand new line for every phase.

For instance, if a key phrase has delivered two signup conversions and one name conversion, the opposite two scripts in this submit will embrace two traces for that key phrase, the primary line exhibiting the variety of signups and the following line exhibiting the variety of calls.

Sometimes it’s helpful to have a report that has only one line per entity with the intention to see every part about one key phrase on one line moderately than having to scan the complete desk to seek out different references to that key phrase.

So right here’s what an instance output from this script appears like:

(*3*)Screenshot from Google Sheets, October 2021

This script places adverts information in a Google Sheet after changing completely different out there values for segments into columns. This permits you to view all information for an AdPhrases entity like a key phrase on one line of the sheet.


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Key Points About This Script

  • This one outputs pivoted information so that you get one row per AdPhrases entity (e.g., a marketing campaign, advert, or key phrase).
  • Segments for the ingredient that’s being reported will probably be proven as columns (e.g. day of week = Monday, day of week = Tuesday, and many others.).

Get this script and its instructions.


Ads scripts are an amazing resolution to chop down on the handbook labor concerned in repetitive PPC duties like reporting.

If you’re able to strive it out, take into account one in every of these free reporting scripts as a substitute for paid options for transferring Google Ads information into spreadsheets.

All these scripts do is transfer information from an adverts account right into a spreadsheet, so that they’re low threat for a beginner to strive.

The worst you are able to do is mess up a spreadsheet. These scripts received’t make modifications to your adverts account.

And with the time financial savings you’ll be able to obtain by not having to manually transfer adverts information, you’ll have extra assets to dedicate to the upper worth work you deliver to PPC administration.


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Featured Image: Studio Romantic/Shutterstock

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