Because of COVID-19, people have been staying home. With everyone staying home, the economy is now in turmoil, and this means that search behavior has naturally been affected as well. Has there been a substantial shift from mobile to desktop devices? Is there a rise in night-time traffic? How does all this affect my accounts? To help make it easier to analyze data to find the answers to these questions, Martin Röttgerding created a script.

This script basically creates some chats and allows you to spot changes in search behavior easily. The script will plot the percentages of your clicks and conversions in regards to:

  • devices
  • weekdays
  • hour of the day

It will compare February to the last four weeks by default. The result: a Google Spreadsheet that looks similar to this:

Figure 1: Note the filters above the charts. Use them to analyze aspects like mobile traffic or weekend behavior.

It can be used in a single Google Ads account or an MCC. By using the script in an MCC, the spreadsheet that comes from it will contain one sheet per account.

Copy the code from here, add it as a new script to an account and run it (preview mode is enough). It automatically detects whether it runs in an MCC or not. No configuration is needed.

Depending on the number of accounts to analyze, the script can take a few minutes. When it’s done, find the spreadsheet’s URL in the logs below.

It’s possible to configure the script to analyze more than just the current timeframe, as stated earlier. Configuration options are located at the starte of the script.

Basically, it’s a comparison tool for different time periods. Just change the periods settings to run other analysis to analyze time periods, such as:

  • Christmas vs. Easter
  • Spring vs. summer vs. fall vs. winter – compare as many periods as you like.
  • It doesn’t have to be a comparison – you can analyze a single period as well.

The adNetworkTypes setting allows you to restrict the analysis to particular networks, like Google search or YouTube.

If you don’t want all three charts for device, weekday, or hour of day, change the rowDimensions setting. Aside from clicks and conversions, you’ll be able toset the script to chart impressions, cost, and conversion value by using the metricNames setting. Using fewer charts speeds up the script.

Here are more setting options:

  • accountLabelName: Use this setting if you want to label accounts to process.
  • maxAccounts: Change this to process more or less accounts. The script can handle more than 50, but timeouts may occur when the results are posted (charts are slow).
  • spreadsheetName: What to call the spreadsheet.
  • viewerEmails and editorEmails: Use these to automatically assign viewer or editor permissions to the spreadsheet.
  • anonymizeAccountNames: If this is set, accounts will just be numbered (in case you want to share or present anonymized results).

SourceMartin Röttgerding