account-performance-diagnostics

name	account-performance-diagnostics
description	Diagnose account performance issues such as conversion loss, low lead flow, and lost opportunities due to ad rank, bids, or budgets. Use this skill to guide queries for troubleshooting performance drops.

Account Performance Diagnostics Skill

This skill provides instructions on how to use the Google Ads MCP server to diagnose common account performance issues.

Workflows

1. Conversion and Conversion Value Loss

When conversions or conversion value suddenly decline, use the following steps to diagnose the issue.

Steps:

1. Discover Fields: Use get_resource_metadata with resource campaign or ad_group to ensure you have the correct field names.
2. Query Performance: Use search to retrieve performance data.
   • Resource: campaign or ad_group
   • Fields: Include campaign.name, metrics.conversions, metrics.conversion_value, metrics.cost_micros.
   • Segments: To isolate the loss, include segments like segments.date, segments.device, segments.conversion_action.
   • Conditions: Compare the period of decline with a previous period (e.g., segments.date >= 'YYYY-MM-DD').
3. Analyze: Check if the loss is limited to certain devices (e.g., mobile vs desktop) or specific conversion actions.
4. Check Uploads: If using offline conversions, consider checking offline_conversion_upload_conversion_action_summary for upload issues.

2. Opportunities Lost (Impression Share)

To identify lost opportunities due to ad rank, bids, or budgets, analyze impression share metrics.

Steps:

1. Query Impression Share: Use search to retrieve impression share metrics.
   • Resource: campaign
   • Fields: campaign.name, metrics.search_impression_share, metrics.search_rank_lost_impression_share, metrics.search_budget_lost_impression_share.
2. Analyze:
   • High search_budget_lost_impression_share indicates opportunities lost due to limited budget.
   • High search_rank_lost_impression_share indicates opportunities lost due to low ad rank (bid or quality issues).

3. Low Lead Flow Diagnostics

When a user asks "why is my lead flow low these past few days?", follow this systematic approach.

Steps:

1. Confirm Drop: Query conversions segmented by date for the last few days vs the previous period.
2. Isolate Cause:
   • Check if Traffic (clicks, impressions) dropped.
   • Check if Conversion Rate (conversions/clicks) dropped.
3. If Traffic Dropped: Check Impression Share metrics (see Workflow 2) to see if it's a budget or rank issue, or if search volume generally declined.
4. If Conversion Rate Dropped: Check breakdowns by segments.device or segments.conversion_action to see if a specific area is failing.
5. Check Changes: Query the change_event resource to see if any changes were made to bids, budgets, or targeting around the time the drop started.
   • Note: Queries to change_event must specify a LIMIT of less than or equal to 10000.