❓ What is the Performance Alerts Tool?
The Performance Alerts Tool automatically scans your Google Ads accounts daily and flags significant performance changes across a wide range of metrics. It compares the current period to either the previous period or the same period last year to help you spot drops or spikes early.
You define which metrics you care about, what direction to monitor (increase or decrease), and what percentage change should trigger an alert.
🔁 Comparison Options
The tool compares performance using your chosen time frame:
Previous Period: Compares current vs. previous X days.
Same Period Last Year: Compares to last year’s performance over the same number of days.
You can also configure a delay window (e.g., only analyze data up until 2 days ago) to ensure all conversions are tracked before analysis.
⚙️ Metric & Deviation Setup
Each alert setting can monitor one or multiple metrics, such as:
Cost
Conversions
Impressions
CTR, CPC, CPA
ROAS or Conversion Value
Search Impression Share
Video and Display Metrics
For each metric, you define:
Direction: Monitor for increases or decreases
Threshold: % deviation that triggers an alert (e.g., a 20% drop in conversions)
🏷️ Entity Filters
Alerts can be scoped to a specific level:
Account
Campaign
Ad Group
You can filter which campaigns or ad groups are included using flexible logic:
Contains / Does Not Contain
Equals / Not Equals
Regex Matching
📬 Email Alerts
When a metric exceeds your deviation threshold, an email is sent with:
The impacted account, campaign, or ad group
The affected metric and its change
Comparison values and percentage change
Time frame of the analysis
Each team can configure which email addresses should receive alerts.
🔒 Access Control & Permissions
The tool respects team and user-level permissions:
Only customer IDs a user has access to will be scanned
Only eligible users can create, modify, or receive alerts for specific accounts
🧠 Alert Logic & Simulation
Before alerts are sent, the tool simulates each alert to ensure it's based on clean and complete data. It excludes today by default to avoid premature analysis.
Each alert is calculated using real percentage deviation formulas and is saved in a logs table for future reference.
📊 Alert Storage & Dashboards
All alerts are saved to Supabase and visible in your dashboard. Each record includes:
Metric name and change
Entity level and name
Customer ID and account name
Date of alert generation
This allows you to track historical alerts and measure the health of your accounts over time.
✅ Best Practices
Start with high-impact metrics like conversions, CPA, and spend
Set sensible thresholds to avoid false positives
Use campaign or ad group filters to reduce noise