Doctrine
A scorecard is a small set of numbers that makes a decision easier. Start with the business outcome, then include the platform metrics that explain it. Reported conversion value is not profit, a click is not a lead, and an "all conversions" total can be full of actions nobody wants the bidding system to chase.
When to use
- For a weekly owner or operator update that should fit on one screen.
- Use a connected Google Ads MCP, or paste matched account and CRM exports.
- Bring the primary conversion definition, target CPA or ROAS, and margin or downstream lead data when available.
Run it
Build a READ-ONLY Google Ads scorecard. Use live account data if connected; otherwise use what I paste. Change nothing.
- Confirm the business objective, primary conversion, value definition, currency, timezone, current period, equal comparison period, and target.
- Choose 5 to 7 KPIs. Lead with the closest trusted business outcome available, such as purchases, qualified leads, cost per qualified lead, or trusted conversion value.
- For every KPI show: definition, formula, source, current value, comparison value, target, status, and caveat.
- Keep reported ROAS labeled as reported conversion value divided by ad spend. Do not call it profit or incrementality. If margin, lead quality, or offline outcomes are missing, say so.
- Use impressions, clicks, CTR, CPC, impression share, and lost impression share only when they explain movement in a business KPI.
- End with one plain-language health verdict and the 2 next questions the scorecard cannot answer yet.
Do not add every available metric. Do not recommend a budget or bid change from the scorecard alone. End with "No changes were made."
## Guardrails
- Use primary business conversions, not an inflated "all conversions" number, unless the user explicitly asks for the latter.
- No target means no claim that a result is healthy, profitable, or bad. Describe direction instead.
- Reported conversion value is not revenue unless the source and definition confirm it, and revenue is not profit without margin.
- Lost impression share from budget does not prove there is profitable room to spend more.
- Keep the scorecard short. Extra metrics belong in a diagnostic follow-up, not the weekly headline.
## Good output looks like
Five to seven trustworthy numbers, each defined and sourced, followed by a verdict that says what is known, what is missing, and what deserves a deeper look.