This script pulls your recent Google Ads data into a connected Google Spreadsheet and builds a moving averages dashboard for you.
You choose:
A longer period, for example 21 days
A shorter period, for example 7 days
Your conversion lag in days, so results match when conversions actually come in
The script then refreshes the spreadsheet and calculates performance using these settings. This helps you avoid reacting to noisy, same day conversion data.
What you will see
After running the script, you get a dashboard sheet with visual insights such as:
2 moving averages over time, so you can compare long term and short term trends
Core metrics like impressions, clicks, cost, conversions and conversion value
ROAS or conversion value per cost over time
Clean graphs that show if you are improving, stable or declining
The dashboard helps you spot trends instead of being distracted by daily fluctuations.
How this helps your optimization
Using the moving averages dashboard you can:
Understand if recent changes are really working or just noise
Decide when to increase or decrease budgets or bids
Report performance developments to clients or stakeholders with clear visuals
Become more confident in your optimization decisions, because they are based on smoother trend data
Practical tips
Set the longer period to match your usual reporting window, for example 21 or 30 days
Use a shorter period to detect changes quicker, for example 7 days
Adjust the conversion lag to match your business. If many conversions come in after a few days, add that delay
Reuse the same spreadsheet over time, so you build a consistent view of trends