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The short answer
Change history lists the changes made to an account over the past two years, with the date, who or what made them, and the values before and after. Filter it by date and type of change, then line the changes up with the day results moved. It includes changes made by Google's auto-applied recommendations.
What each line tells you
- When. The date and time of the change.
- Who. A person's email, a tool connected through the API, or Google itself for auto-applied recommendations.
- What. The campaign, ad group or keyword, the setting that moved, and its value before and after.
Explaining a change in results
Mark the day results moved
Find the first day cost, conversions or cost per conversion broke from their usual range.
List the changes before it
Filter change history to the week before that day.
Start with money settings
Budgets, bid strategies, targets and statuses move results fastest. Read those first.
Allow for the delay
After a target or strategy change, the bidding needs time to learn, often one or two conversion cycles. A drop two days later may be learning, not failure.
What change history does not show
- Changes outside the account. A site that went down, a price change, a new competitor.
- Why a change was made. That lives in someone's head, or in a note nobody can find.
- What moved after it. You have to line the change up with the numbers yourself.
What Optizads adds
Optizads reads the account's change history every day. Its History lists the last 30 days of changes, with who made each one, the fields it touched and a link to its task where there is one. For the values before and after, open the change in Google Ads. Changes made in Google Ads directly, by your team or by auto-applied recommendations, appear beside Oppy's.