Google Ads Report

Tõmba kampaania-, märksõna- ja konversiooniandmed Google Adsi API-st.

Eeldused

Nõuab: - GOOGLE_CLIENT_ID ja GOOGLE_CLIENT_SECRET (OAuth) - GOOGLE_ADS_DEVELOPER_TOKEN (taotle aadressil https://ads.google.com/home/tools/manager-accounts/) - GOOGLE_ADS_CUSTOMER_ID (konto ID, vorming: XXX-XXX-XXXX, edastatakse ilma sidekriipsudeta) - GOOGLE_ADS_LOGIN_CUSTOMER_ID (kui kasutad halduskontot, siis halduskonto ID)

Sea failis .env, .env.local või ~/.claude/.env.global.

Juurdepääsutokeni hankimine

# Same OAuth flow as other Google APIs
# Scope needed: https://www.googleapis.com/auth/adwords

echo "https://accounts.google.com/o/oauth2/v2/auth?client_id=${GOOGLE_CLIENT_ID}&redirect_uri=urn:ietf:wg:oauth:2.0:oob&scope=https://www.googleapis.com/auth/adwords&response_type=code&access_type=offline"

# Exchange code for tokens
curl -s -X POST "https://oauth2.googleapis.com/token" \
  -d "code={AUTH_CODE}" \
  -d "client_id=${GOOGLE_CLIENT_ID}" \
  -d "client_secret=${GOOGLE_CLIENT_SECRET}" \
  -d "redirect_uri=urn:ietf:wg:oauth:2.0:oob" \
  -d "grant_type=authorization_code"

API baas

Google Adsi API kasutab GAQL-i (Google Ads Query Language) REST-i kaudu.

POST https://googleads.googleapis.com/v17/customers/{CUSTOMER_ID}/googleAds:searchStream

Päised:

Authorization: Bearer {ACCESS_TOKEN}
developer-token: {DEVELOPER_TOKEN}
login-customer-id: {LOGIN_CUSTOMER_ID}  # Only if using manager account
Content-Type: application/json

1. Kampaania jõudluse aruanne

Ülevaade kõigist kampaaniatest koos põhinäitajatega.

curl -s -X POST \
  "https://googleads.googleapis.com/v17/customers/${GOOGLE_ADS_CUSTOMER_ID}:searchStream" \
  -H "Authorization: Bearer ${GADS_ACCESS_TOKEN}" \
  -H "developer-token: ${GOOGLE_ADS_DEVELOPER_TOKEN}" \
  -H "Content-Type: application/json" \
  -d '{
    "query": "SELECT campaign.name, campaign.status, metrics.impressions, metrics.clicks, metrics.ctr, metrics.average_cpc, metrics.cost_micros, metrics.conversions, metrics.cost_per_conversion, metrics.conversions_value FROM campaign WHERE segments.date DURING LAST_30_DAYS AND campaign.status != REMOVED ORDER BY metrics.cost_micros DESC"
  }'

Kampaaniaandmete parsimine

curl -s -X POST "..." | python3 -c "
import json, sys
data = json.load(sys.stdin)
print(f\"{'Campaign':<35} {'Status':<10} {'Impr':>8} {'Clicks':>7} {'CTR':>7} {'Avg CPC':>8} {'Cost':>10} {'Conv':>6} {'CPA':>8}\")
print('-' * 110)
for batch in data:
    for row in batch.get('results', []):
        c = row.get('campaign', {})
        m = row.get('metrics', {})
        cost = int(m.get('costMicros', 0)) / 1_000_000
        cpc = int(m.get('averageCpc', 0)) / 1_000_000
        cpa = float(m.get('costPerConversion', 0)) / 1_000_000 if m.get('costPerConversion') else 0
        print(f\"{c.get('name',''):<35} {c.get('status',''):<10} {int(m.get('impressions',0)):>8} {int(m.get('clicks',0)):>7} {float(m.get('ctr',0))*100:>6.2f}% \${cpc:>7.2f} \${cost:>9.2f} {float(m.get('conversions',0)):>6.1f} \${cpa:>7.2f}\")
"

Oluline: Cost Micros

Kõik kuluväärtused Google Adsi API-s on mikrodes (1/1 000 000 valuutaühikust). Jaga 1 000 000-ga, et saada tegelik summa.

2. Märksõnade jõudluse aruanne

Vaata, kuidas üksikud märksõnad jõuavad.

curl -s -X POST \
  "https://googleads.googleapis.com/v17/customers/${GOOGLE_ADS_CUSTOMER_ID}:searchStream" \
  -H "Authorization: Bearer ${GADS_ACCESS_TOKEN}" \
  -H "developer-token: ${GOOGLE_ADS_DEVELOPER_TOKEN}" \
  -H "Content-Type: application/json" \
  -d '{
    "query": "SELECT ad_group_criterion.keyword.text, ad_group_criterion.keyword.match_type, ad_group_criterion.quality_info.quality_score, metrics.impressions, metrics.clicks, metrics.ctr, metrics.average_cpc, metrics.cost_micros, metrics.conversions, metrics.conversions_value FROM keyword_view WHERE segments.date DURING LAST_30_DAYS AND ad_group_criterion.status != REMOVED ORDER BY metrics.cost_micros DESC LIMIT 50"
  }'

Kvaliteediskoori jaotus

curl -s -X POST \
  "https://googleads.googleapis.com/v17/customers/${GOOGLE_ADS_CUSTOMER_ID}:searchStream" \
  -H "Authorization: Bearer ${GADS_ACCESS_TOKEN}" \
  -H "developer-token: ${GOOGLE_ADS_DEVELOPER_TOKEN}" \
  -H "Content-Type: application/json" \
  -d '{
    "query": "SELECT ad_group_criterion.keyword.text, ad_group_criterion.quality_info.quality_score, ad_group_criterion.quality_info.creative_quality_score, ad_group_criterion.quality_info.post_click_quality_score, ad_group_criterion.quality_info.search_predicted_ctr, metrics.impressions, metrics.average_cpc FROM keyword_view WHERE ad_group_criterion.quality_info.quality_score IS NOT NULL AND segments.date DURING LAST_30_DAYS ORDER BY ad_group_criterion.quality_info.quality_score ASC LIMIT 50"
  }'

Kvaliteediskoori komponendid: - quality_score: Üldskoor (1–10) - creative_quality_score: Reklaami asjakohasus (BELOW_AVERAGE, AVERAGE, ABOVE_AVERAGE) - post_click_quality_score: Maandumislehe kogemus - search_predicted_ctr: Eeldatav klikimäär

3. Reklaamirühma jõudlus

curl -s -X POST \
  "https://googleads.googleapis.com/v17/customers/${GOOGLE_ADS_CUSTOMER_ID}:searchStream" \
  -H "Authorization: Bearer ${GADS_ACCESS_TOKEN}" \
  -H "developer-token: ${GOOGLE_ADS_DEVELOPER_TOKEN}" \
  -H "Content-Type: application/json" \
  -d '{
    "query": "SELECT campaign.name, ad_group.name, ad_group.status, metrics.impressions, metrics.clicks, metrics.ctr, metrics.average_cpc, metrics.cost_micros, metrics.conversions FROM ad_group WHERE segments.date DURING LAST_30_DAYS AND ad_group.status != REMOVED ORDER BY metrics.cost_micros DESC LIMIT 50"
  }'

4. Otsinguterminite aruanne

Vaata, mida kasutajad tegelikult otsisid (vs sinu märksõnad).

curl -s -X POST \
  "https://googleads.googleapis.com/v17/customers/${GOOGLE_ADS_CUSTOMER_ID}:searchStream" \
  -H "Authorization: Bearer ${GADS_ACCESS_TOKEN}" \
  -H "developer-token: ${GOOGLE_ADS_DEVELOPER_TOKEN}" \
  -H "Content-Type: application/json" \
  -d '{
    "query": "SELECT search_term_view.search_term, segments.keyword.info.text, segments.keyword.info.match_type, metrics.impressions, metrics.clicks, metrics.ctr, metrics.cost_micros, metrics.conversions FROM search_term_view WHERE segments.date DURING LAST_30_DAYS ORDER BY metrics.impressions DESC LIMIT 100"
  }'

Kasuta seda, et: - Leida uusi märksõnavõimalusi (hästi konverteerivad otsinguterminid) - Tuvastada negatiivse märksõna kandidaate (ebaolulised terminid kuluga) - Avastada vastetüübi probleeme (lai vaste tõmbab prügiliiklust)

5. Konversiooni jälgimine

curl -s -X POST \
  "https://googleads.googleapis.com/v17/customers/${GOOGLE_ADS_CUSTOMER_ID}:searchStream" \
  -H "Authorization: Bearer ${GADS_ACCESS_TOKEN}" \
  -H "developer-token: ${GOOGLE_ADS_DEVELOPER_TOKEN}" \
  -H "Content-Type: application/json" \
  -d '{
    "query": "SELECT campaign.name, metrics.conversions, metrics.conversions_value, metrics.cost_micros, metrics.conversions_from_interactions_rate, metrics.value_per_conversion FROM campaign WHERE segments.date DURING LAST_30_DAYS AND campaign.status = ENABLED ORDER BY metrics.conversions DESC"
  }'

ROAS-i arvutus

# ROAS = conversions_value / (cost_micros / 1_000_000)
curl -s -X POST "..." | python3 -c "
import json, sys
data = json.load(sys.stdin)
print(f\"{'Campaign':<35} {'Cost':>10} {'Conv Value':>12} {'ROAS':>8}\")
for batch in data:
    for row in batch.get('results', []):
        c = row['campaign']['name']
        m = row['metrics']
        cost = int(m.get('costMicros', 0)) / 1_000_000
        value = float(m.get('conversionsValue', 0))
        roas = value / cost if cost > 0 else 0
        print(f\"{c:<35} \${cost:>9.2f} \${value:>11.2f} {roas:>7.2f}x\")
"

6. Päevakulu trend

curl -s -X POST \
  "https://googleads.googleapis.com/v17/customers/${GOOGLE_ADS_CUSTOMER_ID}:searchStream" \
  -H "Authorization: Bearer ${GADS_ACCESS_TOKEN}" \
  -H "developer-token: ${GOOGLE_ADS_DEVELOPER_TOKEN}" \
  -H "Content-Type: application/json" \
  -d '{
    "query": "SELECT segments.date, metrics.impressions, metrics.clicks, metrics.cost_micros, metrics.conversions FROM customer WHERE segments.date DURING LAST_30_DAYS ORDER BY segments.date DESC"
  }'

GAQL-i kuupäevavahemikud

Kasuta GAQL-is neid sisseehitatud kuupäevavahemikke: - TODAY, YESTERDAY - LAST_7_DAYS, LAST_14_DAYS, LAST_30_DAYS - THIS_MONTH, LAST_MONTH - THIS_QUARTER, LAST_QUARTER - Kohandatud: segments.date BETWEEN '2024-01-01' AND '2024-03-31'

Töövoog: igakuine Google Adsi aruanne

Kui küsitakse täielikku reklaamiaruannet:

Konto ülevaade: Kogukulu, näitamised, klikid, konversioonid, ROAS
Kampaania jõudlus: Kõik aktiivsed kampaaniad kulu järgi järjestatud
Parimad märksõnad: Top 20 märksõna kulu järgi koos kvaliteediskooridega
Otsinguterminid: Parimad otsinguterminid ja negatiivse märksõna kandidaadid
Kvaliteediskoori jaotus: Mitu märksõna igal QS tasemel
Konversiooni analüüs: Konversioonid ja ROAS kampaania kaupa
Päevatrend: Kulu ja konversioonitrend perioodil

Aruande vorming

## Google Ads Report: {Account Name}
### Period: {date range}

### Account Summary
| Metric | Value | vs Previous |
|--------|-------|-------------|
| Total Spend | $X | +Y% |
| Impressions | X | +Y% |
| Clicks | X | +Y% |
| CTR | X% | +Y pp |
| Avg CPC | $X | +Y% |
| Conversions | X | +Y% |
| ROAS | Xx | +Y% |

### Campaign Performance
| Campaign | Spend | Clicks | Conv | CPA | ROAS |
|----------|-------|--------|------|-----|------|
| ...      | ...   | ...    | ...  | ... | ...  |

### Top Keywords (by spend)
| Keyword | Match | QS | Spend | Clicks | Conv | CPC |
|---------|-------|-----|-------|--------|------|-----|
| ...     | ...   | ... | ...   | ...    | ...  | ... |

### Recommendations
- **Pause**: Keywords with high spend and zero conversions
- **Increase Bids**: Keywords with high conversion rate but limited budget
- **Negative Keywords**: Search terms wasting budget
- **Quality Score Fixes**: Keywords with QS < 5 and actions to improve
- **Budget Reallocation**: Shift budget from low-ROAS to high-ROAS campaigns

Vigade käitlemine

Viga	Põhjus
`AUTHENTICATION_ERROR`	Kehtetu või aegunud juurdepääsutoken
`AUTHORIZATION_ERROR`	Arendajatokeni probleem või konto juurdepääs
`REQUEST_ERROR`	GAQL süntaksiviga
`QUOTA_ERROR`	API kvoot ületatud

Levinud GAQL-i vead

Puudub WHERE segments.date DURING ... (nõutav enamiku näitajapäringute jaoks)
REMOVED staatusefiltri vale kasutamine
costMicros jagamise 1 000 000-ga unustamine
Kokkusobimatute ressursi + segmendi kombinatsioonide pärimine

Nipid

Filtreeri alati välja REMOVED kampaaniad/reklaamirühmad/märksõnad
Kasuta suurte tulemuskomplektide jaoks searchStream-i search-i asemel (lehitsemist pole vaja)
Puhverda tulemusi mitmesektsiooniliste aruannete koostamisel
Kvaliteediskoor 0 tähendab „pole piisavalt andmeid" — käsitle kui null