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Track Quality Score history

Two report data sources show when your Quality Score changed and which part of the score moved:

  • Quality Score over time. A line chart of the Quality Score of your Search keywords. Keywords with more impressions count more.
  • Quality Score changes. A table of the keywords whose Quality Score moved 2 or more points.

Build a Quality Score report​

  1. Go to Reports and click Create report.
  2. Type a name in Report name.
  3. In Data source, choose Quality Score over time or Quality Score changes.
  4. Click Save report.

To see both, build one report for each data source. To show a report on a dashboard, click Add report on the dashboard, then pick your report. See Create a report.

Both reports use the date range and the campaign filter at the top of the page. The data comes from Google's own record of each keyword's daily Quality Score. You do not have to set anything up, and the history starts before you connected Hero Marketer.

When did my Quality Score drop?​

Open your Quality Score over time report and look for the day where the line falls. To see a long period more clearly, set Group by to Weekly or Monthly at the top right of the chart.

Then open your Quality Score changes report. Each row shows one keyword whose score moved 2 or more points:

  • the keyword, with its campaign and ad group,
  • the date when Google recorded the new score,
  • the old score and the new score, for example 8 → 4,
  • the part of the score that moved, for example Landing page: Above average → Below average,
  • the keyword's spend in the date range.

Drops show first, then rises. A move of 1 point does not show in the table, because the score often moves by 1 point from day to day.

Why did my Quality Score drop?​

Google gives Quality Score three parts. The part that fell tells you where to look:

  • Landing page experience fell. The page changed. Look for a change to the ad's final URL near that date. If there is no change in Google Ads, the page itself changed on your website, or it became slower.
  • Ad relevance fell. An ad changed, or someone added keywords that the ads do not match.
  • Expected CTR fell. If you made no changes, and the keyword lost more impressions to rank and its cost per click went up, other advertisers probably bid more or wrote better ads.

To get the cause, click Ask why in the row. Hero AI opens a new chat with the question about that keyword. Hero AI reads the Quality Score history and your change history, and then tells you what changed near that date and what to do. Hero AI uses credits.

You can also ask Hero AI in your own words, for example "When did the Quality Score of my CRM keywords drop?" or "Why did Quality Score fall on crm software?".

What Quality Score history cannot show​

  • The name of a competitor. Google does not give auction insights to apps such as Hero Marketer. Hero AI can tell you that the auction became harder, but not which advertiser caused it.
  • The edit behind a change older than 30 days. Google keeps the change history for 30 days. For an older change, Hero AI uses the part that fell and the auction data only.
  • Changes on your website. Google Ads does not record changes that you make to your pages outside Google Ads.
  • Daily data older than 37 months. Google keeps daily and weekly data for 37 months.
  • A split by device or network. Google records Quality Score by date only.
  • Performance Max or Demand Gen. Quality Score exists only for Search keywords.
  • Keywords with no impressions. A keyword has a score only on days when it had impressions. The chart and the table skip the other days.

AI brief for a Quality Score report​

A Quality Score report can have an AI brief, like any saved report. A brief spends credits. The brief tells you when the score changed and which part moved. For the cause, use Ask why.

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