3 Scripts for Automating Google Advertisements Experiences in Spreadsheets

3 Scripts for Automating Google Ads Reports in Spreadsheets

As PPC account managers, we’ve at all times needed to do a whole lot 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 are able to monitor what the machines are doing.

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

However whereas reporting is a key PPC administration job, it can be some of the time-consuming. That’s, except you utilize your personal automation layers like those I’ll share right here.

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

However most individuals overlook Advert Scripts as a result of they’re fearful that this can be too superior for them.

The excellent news is that there are some nice scripts on the market already written by specialists, and if you understand how to copy-and-paste and observe a number of easy directions, you should utilize a script to robotically put your Google Ads reports right into a spreadsheet.


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

The great thing about Sheets is that they’re a fantastic connector to different methods. After getting the information you need in a Google spreadsheet, it’s comparatively straightforward to attach it together with your favourite dashboard software program or a shopper reporting software.

Or, merely use it as the idea for making optimization selections to enhance your account.

Deciding which of those three scripts is greatest for you will depend on the specified output and your degree of consolation with writing SQL, digging up discipline names in Google’s documentation, and manipulating information your self within the spreadsheet after it’s been imported robotically.

Script 1: You Know How you can Write Easy SQL

In case you simply want a fast dump of Google Advertisements information right into a Google Sheet, take a look at the add-on for Google Sheets first. It’s by far the best technique to get began.


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However in my very own expertise, it doesn’t cowl all of the report sorts accessible within the API so should you’re acquainted with SQL and want one thing greater than what the add-on supplies, do that script.

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

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

You can use this to create an enormous report that accommodates each piece of information Google has about your advertisements.

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 advertisements script.

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

It’s the precursor of GAQL which stands for the Google Advertisements Question Language and which was launched when Google transitioned from the AdWords API to the Google Advertisements API in 2020.

Whereas it’s highly effective, AWQL can’t type or group information. In case you want this further performance, plan to jot down GAQL queries as an alternative or have a plan for getting information in the suitable order within the spreadsheet.

Right here’s an instance of how easy the question is to fetch the variety of conversions of assorted sorts for advert teams:

‘SELECT AdGroupId, Id, Conversions, ConversionCategoryName ‘ +



Key Factors About This Script

  • You should know the best way to write an AWQL or GAQL question, much like SQL.
  • In case you write AWQL, the brand new model of Advertisements Scripts will seemingly have the ability to convert it to GAQL when AWQL is retired, making the transition very straightforward for you.
  • Discover ways to write GAQL as an alternative of AWQL except you’re prepared to do all manipulation of the ensuing information within the spreadsheet as a result of sorting and grouping doesn’t work with AWQL.
  • You possibly 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 must deal with that within the spreadsheet after you’ve downloaded the uncooked information.

Get this script and its instructions.


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Script 2: You Favor a WYSIWIG Report Builder

This subsequent possibility is for individuals who would fairly not take care of AWQL or GAQL.

This script entails organising a bit extra code, however that code does one thing fairly helpful: it reads Google’s reporting documentation and places the accessible choices right into a spreadsheet in order that producing a report turns into so simple as deciding on the belongings you need to embody from a number of dropdowns.

The primary script is a Google Apps Script that provides a menu merchandise to the sheet after which takes the information about accessible Advertisements reviews and interprets that right into a bunch of dropdowns.

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

The tip result’s that you would be able to bypass studying AWQL and as an alternative simply choose what you need in your report within the spreadsheet itself.

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

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


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For instance, in key phrase reviews, you’ll discover one thing referred to as a standards (that’s a key phrase), and should you’re on the lookout for a report for ‘Sitelinks,’ these are referred to as Placeholder Feed Merchandise in reviews.

Right 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 Advertisements Script. This one appears to be like at what information you’re requesting together with your settings within the sheet after which fetches what’s wanted and drops it into the suitable place.

An enormous advantage of this script is that you would be able to schedule it to fetch new information as usually as hourly.

That manner, everytime you load the sheet, it may be prepared with the information you might want to go about your work.

Key Factors to Keep in mind About This Script

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


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Get this script or learn its instructions.

Script 3: You Need Processed Knowledge in Your Spreadsheet

This third possibility is greatest while you want extra than simply uncooked advertisements information.

As an alternative of doing the manipulation of information by means of 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 make use of this script you need to have the ability to distinguish between segments, attributes, and metrics or not less than have the ability to use Google’s tables detailing what’s what earlier than you write your question within the AdWords Script.

Segments, metrics, and attributes are highlighted in several 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 information for segments in a singular manner.


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

The 2 earlier scripts will embody that within 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 on this put up will embody two strains for that key phrase, the primary line exhibiting the variety of signups and the following line exhibiting the variety of calls.

Typically it’s helpful to have a report that has only one line per entity as a way to see every thing about one key phrase on one line fairly than having to scan your complete desk to seek out different references to that key phrase.

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

Example output from the script.Screenshot from Google Sheets, October 2021

This script places advertisements information in a Google Sheet after changing totally different accessible values for segments into columns. This allows you to view all information for an AdWords entity like a key phrase on one line of the sheet.


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Key Factors About This Script

  • This one outputs pivoted information so that you get one row per AdWords 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 so forth.).

Get this script and its instructions.


Advertisements scripts are a fantastic resolution to chop down on the guide labor concerned in repetitive PPC duties like reporting.

In case you’re able to strive it out, contemplate certainly one of these free reporting scripts as an alternative choice to paid options for shifting Google Advertisements information into spreadsheets.

All these scripts do is transfer information from an advertisements 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 adjustments to your advertisements account.

And with the time financial savings you possibly can obtain by now not having to manually transfer advertisements information, you’ll have extra sources to dedicate to the upper worth work you deliver to PPC administration.


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Featured Picture: Studio Romantic/Shutterstock

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