<% if (mm.cost != null) { %><%= m(mm.cost) %><% } else { %><%- nov %><% } %>
<%- chip(mm.cost, pm.cost, false) %>
<%= NICE[c.channel] || c.channel %><% if (c.bidStrategy) { %> on <%= c.bidStrategy %><% } %><% if (c.budgetDaily != null) { %>, capped at <%= m(c.budgetDaily) %> a day<% } %>.<%- h.ihelp('What the change chips compare',
'Every change chip compares this window against the one immediately before it.') %>
Impressions<%- h.ihelp('Impressions', 'Times an ad from this campaign was shown.') %>
<% if (mm.impressions != null) { %><%= n0(mm.impressions) %><% } else { %><%- nov %><% } %>
Impression share period
<% if (mm.impressionShare != null) { %>
<%= Math.round(mm.impressionShare * 100) %>%
<%= Math.round((mm.lostIsBudget || 0) * 100) %>% lost to budget · <%= Math.round((mm.lostIsRank || 0) * 100) %>% to rank
<% } else { %>
<%- nov %>
No impression share for <%= NICE[c.channel] || c.channel %> campaigns.
<% } %>
How it is set up<%- h.ihelp('How it is set up',
'A dash means the account did not report that setting. Without a campaign target CPA, the client target is shown.') %>
<% }) %>
<% if (mm.impressionShare != null) { var w = Math.round(mm.impressionShare*100), b = Math.round((mm.lostIsBudget||0)*100), r = Math.round((mm.lostIsRank||0)*100); %>
Impression share (where the rest goes)
<% if (b > 10) { %><%= b %>% lost to budget<% } %>
Won <%= w %>%<%= b >= 8 ? 'Budget ' + b + '%' : '' %><%= r >= 8 ? 'Rank ' + r + '%' : '' %>
Lost to budget (<%= b %>%). The campaign hit its budget cap. More budget brings this back.
Lost to rank (<%= r %>%). Fixed through Quality Score, ad relevance and the landing page, not budget.
<% } %>
<%= isPmax ? 'Asset groups' : 'Ad groups' %>
<%= (locals.groups || []).length %> in the export
<% if (!(locals.groups || []).length) { %>
No <%= isPmax ? 'asset' : 'ad' %> group rows for this campaign in the latest export.<% if (isPmax) { %> For Performance Max this is the deepest cost breakdown Google provides, so it is worth adding to the script.<% } %>
<% if (mm.conversions >= SMART_FLOOR) { %>
Comfortably above the signal floor, so a budget change is safe. Keep each step under 20% with 7 days between them, or the strategy re-enters learning and CPA wobbles for a week.
<% } else { %>
Below Google's documented 30-conversion floor, the algorithm has too little signal and bids get erratic. Consolidating this campaign into one with more volume usually beats tuning it.
<% } %>