Know what your ad spend bought, and who changed your account.
Open the ads view and read spend, conversions and cost per conversion for every campaign, as fresh as Google publishes it. Every morning at 7:05 Eastern a watch reads your account's change history and its user list, and raises anything material to the team before 8am.
What did each campaign spend, and what did it buy?
One row per campaign: spend, conversions, cost per conversion and status, with the account totals in a stat row above. Click a row and the campaign opens with its spend, conversions, cost per conversion, bid strategy and status. The totals are summed from the same campaign rows, so the number at the top and the table under it never disagree.
Cost per conversion is calculated from the totals of the window, never averaged across campaigns, so a small campaign cannot skew it. With the date-range picker switched on for your instance, the view reads live from Google Ads for the window you choose and sets it beside the window before: cost per conversion, click-through rate and cost per click, each with its change. Conversions that span a tracking rebuild are marked not comparable, with the reason written on the chip, instead of a bare zero that reads like a collapse.
Conversions here are what Google counted. The Leads view holds what your forms counted, and the daily lead watch below says when the two disagree. Google publishes Ads performance a few hours after the fact; the view shows the newest point Google has released and the header stamp says how old it is. Press Export and the campaign table leaves as a CSV, for the range you picked.
Who changed my account, and when?
Every morning at 7:05 Eastern, one job reads four things from every account we manage: the change history, with what was edited, by whom and through which tool; the list of account users; the conversion actions and goals; and the campaign settings. Google's change history logs neither who was given access nor how conversions are counted, so the watch snapshots both and compares them with the previous run.
It sorts before it speaks. Our own API writes, Google's asset churn and negative-keyword hygiene are filtered out first; in one 29-day window that was 272 of 337 events. What remains goes through a fixed rule table. A third party changing a budget, a bid strategy, a network setting or the status of a spending campaign is an interrupt, and it reaches the team as soon as the run finds it. A geo or schedule change, new ad copy, or an ad group added or removed goes into the 8am digest. Nothing a third party touches is dropped: a change no rule recognises is reported as a finding, never filed as noise.
Across the mapped accounts in that window the watch saw 337 change events; 291 were our own writes and 21 were material. That ratio is why it is a watch and not a feed. A condition that persists, such as an AI setting still switched on, is reported once and held on a standing ledger until it clears, so a known problem never interrupts your morning twice.
What does it catch that a report misses?
Two incidents on one account we manage, three weeks apart, both in the past. First: a Google auto-applied recommendation, firing under a client staff member's login, switched an AI-driven setting on across three search campaigns in the same second. Nobody turned it on and nobody was told. It ran 26 days. Impressions rose roughly five times, cost rose 65 percent week over week, and conversions stayed flat. The watch now names that class of change the morning after it happens, and it names it even when one of our own scripts is the actor, because that rule runs before any filtering.
Second: a competing agency's address was granted read access to the account. It surfaced only because someone on our team happened to ask. The Ads change history has no event type for account access at all, so the watch reads the user list directly every morning, with each person's role, and compares it with yesterday's. A new grant inside the window is raised; a grant already on your acknowledged list is not.
The same shape hides in cheaper places. A network setting flipped to Display or Search Partners spends without changing the budget figure anyone looks at. A bid strategy swap changes what the account spends without a budget edit. A campaign that used to spend gets deleted and vanishes from every report. Each has its own rule, and each rule was calibrated on a real window, including one third-party budget edit that was 1.1 percent of that account's change volume and had to be found.
Do Google's conversions match my real leads?
They are checked every day, not assumed. Your website's forms append each submission to a lead sheet server-side as it lands, and the Leads view reads that sheet newest first. Where your forms feed that sheet, a second job at 7:20 Eastern compares it against Ads conversions and GA4 events and raises the day they diverge.
Five checks, each named. Loader: the Google tag still loads and the live pages still carry the loader and the conversion label. Blind: leads in the sheet, zero GA4 form events. Ads blind: paid leads in the sheet, zero Ads conversions. Stalled: a campaign that was spending at least $50 has sat at zero for four days in a row. Silent: organic traffic continues and no leads at all arrived. An unchanged condition re-alerts at most once a week, so a known pause neither shouts daily nor goes quiet.
The case it exists for: a tag change silently stopped every conversion for six weeks. 21 real leads landed in the sheet while Ads reported zero. The owner read her report, paused the campaign that carried every counted lead and cut its budget 90 percent. So the ads view never stands alone. It is one of three counts, and the sheet is the one that cannot be wrong about whether a form was submitted.
Who makes changes, and what runs on its own?
A person changes budgets and bids, never a scheduled job. Google Ads search is managed by our team on all tiers: budgets, bids, negatives, copy and structure, each edit landing in the same change history the watch reads, so your own record shows what we did and when. Meta ads are managed on Growth and Command, and ad creatives are built for your approval on Command. Nobody is exempt from the record, including us: our own keyboard edits appear in the digest as attribution, so a client change the next day is read against what we did.
Two things run on a schedule whether anyone is at a desk. The 7:05 watch, above. And a daily job that sets the location option on every campaign we manage to presence, so your ads serve to people physically in the area you target rather than to anyone Google decides is interested in it. That job touches that one setting and nothing else: your location list, budgets and statuses stay as they are. We learned it on our own account, where Google's default option sent 67 percent of one week's spend to clicks physically outside the United States.
Nothing on the dashboard writes to your Ads account. A keyword, category or targeting request made from the screen goes to the team and is logged; a person makes the edit in the account, and it appears in the next morning's history. No client is named on this page and none of the incidents above identifies one.
How do I connect it, and what should I try in the demo?
Grant access, never a password. Add our Google account as a manager on your Ads account, or link it under our manager account, from your own console, and revoke it there whenever you choose. There is no wizard and no sign-in button on our site. Our team maps the account in week one of setup, the first pull lands in week two, and the change watch is running on your account before setup ends. Setup takes two to four weeks and is not billed.
Open demo.trulata.com and click the Google Ads view. It is the same engine code every client runs, on a fictional company, and every number is illustrative. Check three things. Click a campaign row and confirm the drill-down opens with spend, conversions, cost per conversion and status. Click a stat card and confirm it names its window. Press Export and confirm the campaign table leaves as a CSV.
Then ask about the things the demo cannot show. Ask which of your numbers are live and which lag, because the answer is per source: your CRM, Stripe, your booking platform, website leads and email statistics are live; Google Ads and GA4 lag hours; Search Console runs two to three days behind. The watch starts on your account in week two of setup; ask what it found.
What the ads view reads.
| What | Where it comes from | How fresh |
|---|---|---|
| Campaign performance | Google Ads API, one row per campaign | Hours behind, set by Google |
| Account totals | Summed from the campaign rows | Hours behind |
| Change history | Google Ads change events, every mapped account | Read daily at 7:05am Eastern |
| Account users | Google Ads account access list, compared with the previous run | Read daily, because change events do not log access |
| Conversion actions and goals | Snapshot, compared with the previous run | Read daily |
| Lead comparison | Your server-side lead sheet vs Ads vs GA4 | Daily at 7:20am Eastern, where forms feed the sheet |
| Keyword volume | Google keyword planner, through our Ads access | Average monthly searches, as Google publishes them |
Google's change history has no event for an access grant and stamps an auto-applied recommendation with the login of whoever accepted the prompt, so the watch reads the user list and that setting directly, every morning.
Questions, answered.
How fresh are the ads numbers?
Hours behind, set by Google. The view shows the newest point Google has published and the header stamp says how old it is. Your CRM, Stripe and website leads on the same dashboard are live.
What does the daily watch look for?
Material changes made by anyone other than us: budgets, bid strategies, network settings, the status of a spending campaign, deleted campaigns, targeting and ad copy. It also flags any AI setting switched on by anyone, Google included, and any change to who can access the account or how conversions are counted. Our own API writes and routine noise are filtered out.
What time does it run?
7:05am Eastern, every day, on every account we manage. An interrupt reaches the team as the run finds it; everything else lands in the 8am digest the same morning.
Do you run my campaigns or just report on them?
Both. Google Ads search is managed on all tiers, Meta ads on Growth and Command, and ad creatives are built for your approval on Command. A person makes every budget and bid change. The view reports and the daily watch guards on every one of them.
Why compare Ads conversions with my leads?
Because a broken tag makes Ads report zero while real leads keep landing, and the campaign then gets cut. That happened on an account we manage: 21 leads in six weeks against a reported zero. The comparison runs at 7:20am Eastern every day wherever your forms feed the lead sheet.
Can the dashboard change my campaigns?
No. Nothing on the screen writes to Google Ads. A keyword, category or targeting request goes to the team and is logged, and a person makes the edit in the account.
Will I be told when something changes?
Yes. An interrupt reaches the team the morning the run finds it, a digest-tier change lands in the 8am digest, and every edit, ours included, sits in your own account's change history.
See it running
before you decide.
The demo is the real product on a fictional company, with no form in front of it. Pricing is three published tiers. Setup on your own accounts takes two to four weeks.
Open the live demo See pricing
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- Refreshed when you open itLive data on page load, never a monthly PDF
- Counted from your own formsLeads recorded server-side, compared daily with Ads and GA4
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