Introducing the Quality Score Tracker v3.0

It’s bigger, it’s better, and it’s official: The new Quality Score Tracker is finally available!

The Quality Score Tracker is a free AdWords script that keeps track of an account’s Quality Scores. The previous version is still incredibly popular, but it’s three years old by now. This is why I created a new one that’s much faster and has some fancy new features.


The new version is different from the old ones in several aspects. A major objective was to write a script that’s as easy to use as possible – even easier than the old ones. The new Quality Score Tracker can be used right away, without any further setup.

While being easy to use the new script is very complex and handles a lot of things without bothering the user.

Here’s what it does:

Quality Score Tracking

The Quality Score Tracker saves your keywords’ Quality Scores in a spreadsheet. Unlike with the previous versions you don’t have to choose which ones – it tracks all of them. This allows you to go back and look up the history for any of your keywords later.


While tracking thousands of individual Quality Scores may be helpful later, the script also provides a dashboard to show you where you currently stand.


The dashboard is provided in a Google spreadsheet as well. This spreadsheet also provides summarized data about your Quality Scores.

Google Drive

All files (dashboard and tracked keyword Quality Scores) are stored in a folder in your Google Drive. You can access them through your browser, or use all of the Google Drive features, like synchronizing the folder with your device, or sharing folders with others.

There’s a limit on how many cells a Google spreadsheet can hold (two million). Should you reach this limit while tracking Quality Scores, the script just creates additional spreadsheets. Spreadsheet files are named and numbered so you can put everything together later, if needed.


Since everything is in Google Spreadsheet files, the occupied space doesn’t count towards your Google Drive storage limit.


The script provides a number of settings you can change (but you don’t have to). For example, you can add other charts to the dashboard, like a click weighted Quality Score.

Integrated FAQ

The dashboard comes with an FAQ that is updated every time the script runs.

More to come!

The script is already pretty complex, but I have a couple of ideas for new features that I want to add in the future (an MCC version is probably next). When a new version is available, a subtle reminder is added to the dashboard.


The latest version of the script will always be available at this URL:

Quick Setup

Since the script works out of the box, setting it up is easy.

  1. Get the code (see below) and paste it into your account.
  2. Schedule the script to run daily. Recommendation: 1:00 am.
  3. Run the script for the first time. Check the logs to find the URL to your dashboard, or find everything in your Google Drive.

Detailed Setup

In AdWords, navigate to Bulk operations and then Scripts. Click +Script. Paste the script from the end of this post. Name it “Quality Score Tracker v3.0”. Click Save and then Authorize now.

Go back to Scripts and find the Quality Score Tracker at the top of the list. Click +Create Schedule. As frequency select “Daily”, along with a time of your convenience. Recommendation: 1:00 am. Click Save.

Click Run, then scroll down to see the script running under Logs. With big accounts, this can take a while, otherwise it could be done in 15 seconds. Click Logs on the right hand side. In the next screen, click on the Logs button on top. Now the URL’s for the dashboard and the Google Drive folder are displayed. As an alternative, you can find everything in your Google Drive.

Have fun!

Allright, that’s it. Get the script from below and get started!

The Script

/* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * *
* Quality Score Tracker v3.0
* Written by Martin Roettgerding.
* © 2016 Martin Roettgerding, Bloofusion Germany GmbH.
function main(){
  * The following preferences can be changed to customize this script.
  * Most of options can be set by using 1 for yes or 0 for no.
  * You don't have to change anything here. The script will do fine with the defaults.
  var config = {
    * Which of the following charts should be displayed on the dashboard?
    * The "per QS" charts are column charts. They show the current state compared to a previous one (see next option).
    * "Average" and "weighted" charts are line charts, showing changes over time.
    "chartsToDisplay" : {
      "Keywords per QS" : 0,
      "Average QS" : 0,
      "Keywords with Impressions per QS" : 1,
      "Average QS for Keywords with Impressions" : 0,
      "Impressions per QS" : 0,
      "Impression weighted QS" : 1,
      "Clicks per QS" : 0,
      "Click weighted QS" : 0,
      "Conversions per QS" : 0,
      "Conversion weighted QS" : 0,
      "Conversion value per QS" : 0,
      "Conversion value weighted QS" : 0,
    * Column charts can show a former date for comparison. Set the number of steps you want to go back for this.
    * Note that the date you're comparing this to will depend on how often you've run the script in the past.
    * Example: If the setting is 30 and you ran the script daily, your comparison will be with the values from 30 days before. If you ran it hourly, it will be with values from 30 hours before.
    * If you haven't run the script often enough, the comparison will go as far back as possible.
    * Put 0 to disable the comparison.
    "chartsCompareStepsBack" : 30,
    * When stats are taken into account (like impressions per QS, or impression weighted QS), this timeframe is used.
    * Note that this affects the values to be tracked and stored. Past values that are already stored won't be affected.
    "statsTimeframe" : "LAST_30_DAYS",
    * Whether to only look at stats from Google (e.g. for impression weighted QS).
    * Recommended. Quality Score itself only reflects data from Google, so weighting should only take Google into account and leave out search partners.
    * Note that this affects the values to be tracked and stored. Past values that are already stored won't be affected.
    "googleOnly" : 1,
    * Whether to only track active keywords. This means that the keyword, the adgroup, and the campaign have to be enabled.
    * Recommended. Otherwise inactive keywords with meaningless Quality Scores might skew your data.
    "activeKeywordsOnly" : 1,
    * Set to 1 if you want your dates (in charts, table headers, and file names) to contain hours and minutes as well.
    * Do this if you want to run the script hourly.
    "useHours" : 0,
    * Use this option to not keep track of individual keywords' Quality Scores and only save data to the dashboard file.
    * This makes sense if you have more than 400,000 keywords. Note that you don't have to change this: The script will notice on its own and log a message otherwise.
    "skipIndividualKeywords" : 0,
    * The name of the file where dashboard and summarized data are stored.
    "summaryFileName" : "Dashboard + Summary",
    * The base folder for all Quality Score Tracker files.
    "baseFolder" : "Quality Score Tracker/",
    * Whether to add a client folder in the base folder (resulting in a folder like "Quality Score Tracker/CLIENT_NAME (123-456-7890)/")
    * The folder's name is not important, as long as the Adwords client id remains in it.
    * This is useful if you want to track multiple accounts with this script.
    "useClientFolder" : 1,

function trackQS(config){
  var version = "3.0";
  if(config['useHours']) var dateString = Utilities.formatDate(new Date(), AdWordsApp.currentAccount().getTimeZone(), "yyyy-MM-dd HH:mm");
  else var dateString = Utilities.formatDate(new Date(), AdWordsApp.currentAccount().getTimeZone(), "yyyy-MM-dd");
  var folder = getOrCreateFolder(config['baseFolder']);
  if(config['useClientFolder']) folder = getOrCreateClientFolder(folder);
  // Find the latest report file in the folder.
  var maxFileNumber = 0;
  var reportFile;
  var summaryFile;
  var fileIterator = folder.getFiles();
    var file =;
    var matches = new RegExp(' #([0-9]+) ').exec(file.getName());
    if(matches && parseInt(matches[1]) > maxFileNumber){
      maxFileNumber = parseInt(matches[1]);
      reportFile = file;
    }else if(file.getName() == config['summaryFileName']) summaryFile = file;
  // No report file found? Add a new one.
  if(maxFileNumber == 0){
    reportFile = addReportFile(folder, "QS Report #1 (" + dateString + ")");
    maxFileNumber = 1;
  // No summary file found? Add a new one.
  if(!summaryFile) summaryFile = addSummaryFile(folder, config['summaryFileName']);
  Logger.log("All files are stored at");
  Logger.log("The dashboard is here:");
  var spreadsheet =;
  var sheet = spreadsheet.getActiveSheet();
  var idColumnValues = sheet.getRange(1, 4, sheet.getLastRow(), 1).getValues();  
  var summarySpreadsheet =;
  updateInfo(summarySpreadsheet, version);
  var sheetCharts = summarySpreadsheet.getSheetByName("Dashboard");
  // Track an event in Google Analytics.
  // Remember the line number for every keyword.
  var lineNumbers = {};
  var lastRowNumber = sheet.getLastRow();
  for(var i = 1; i < lastRowNumber; i++){
    lineNumbers[idColumnValues[i][0]] = i;
  // qsValues represents the new column that will go right next to the others.
  var qsValues = new Array(sheet.getLastRow());
  qsValues[0] = [ dateString ];
  // Initialize everything with an empty string.
  var qsValuesLength = qsValues.length;
  for(var i = 1; i < qsValuesLength; i++) qsValues[i] = [""];
  // In case new keywords are found, they'll be added as new rows below the rest (campaign, adgroup, keyword, id string).
  var newRows = [];
  // All aggregated data goes in this variable.
  var qsStats = {
    "Keywords" : {},
    "Keywords with impressions" : {},
    "Impressions" : {},
    "Clicks" : {},
    "Conversions" : {},
    "Conversion value" : {}
  // Initialize the arrays so that everything can be added up later. Index 0 is for totals, 1-10 for Quality Scores.
  for(var key in qsStats){
    for(var i = 0; i <= 10; i++){
      qsStats[key][i] = 0;
  // Get the data from AdWords.
  var awql = "SELECT Id, Criteria, KeywordMatchType, CampaignId, CampaignName, AdGroupId, AdGroupName, QualityScore, Impressions, Clicks, Conversions, ConversionValue FROM KEYWORDS_PERFORMANCE_REPORT WHERE Id NOT_IN [3000000, 3000006] AND Status = 'ENABLED' AND AdGroupStatus = 'ENABLED' AND CampaignStatus = 'ENABLED'";
  if(config['googleOnly']) awql += " AND AdNetworkType2 = 'SEARCH'";
  if(config['activeKeywordsOnly']) awql += " AND CampaignStatus = 'ENABLED' AND AdGroupStatus = 'ENABLED' AND Status = 'ENABLED'";
  awql += " DURING " + config['statsTimeframe'];
  var report =;
  var reportRows = report.rows();
  // Go through the report and count Quality Scores.
    var row =;
    // Save the aggregated data.
    if(row['Impressions'] > 0) qsStats['Keywords with impressions'][row['QualityScore']]++; 
    qsStats['Impressions'][row['QualityScore']] += parseInt(row['Impressions']);
    qsStats['Clicks'][row['QualityScore']] += parseInt(row['Clicks']);
    qsStats['Conversions'][row['QualityScore']] += parseInt(row['Conversions']);
    qsStats['Conversion value'][row['QualityScore']] += parseInt(row['ConversionValue']);
    // Save the individual keyword's Quality Score.
      var id = row['CampaignId']+"_"+row['AdGroupId']+"_"+row['Id'];
      // Check if there is already a line for this keyword
      if(lineNumbers[id]) var line_number = lineNumbers[id];
        // There is no line for this keyword yet. Create a new one and add the line headers.
        line_number = qsValues.length;        
        if(row['KeywordMatchType'] == "Exact") var keyword = '[' + row['Criteria'] + ']';
        else if(row['KeywordMatchType'] == "Phrase") var keyword = '"' + row['Criteria'] + '"';
        else var keyword = row['Criteria'];
        newRows.push([row['CampaignName'], row['AdGroupName'], keyword, id]);
      qsValues[line_number] = [row['QualityScore']];
  // Check if everything fits.
    // A spreadsheet can hold up to 2 million cells. Calculate if the new data will fit in with the rest.
    // With four rows needed for every keyword, plus one for every tracking run, this won't fit if there are more than 400,000 rows (header + 399,999 keywords).
    if(qsValues.length >= 400000){
      Logger.log("There are too many keywords to be tracked (" + qsValues.length + "). This tool can only track up to 399,999 keywords.");
      Logger.log("A summary will be logged, but individual keyword quality scores cannot be stored.");
      skipIndividualKeywords = true;
    }else if(qsValues.length * (sheet.getLastColumn() + 1) > 2000000){
      // This spreadsheet is full, a new one is needed.
      // Add new file.
      reportFile = addReportFile(folder, "QS Report #" + maxFileNumber + " (" + dateString + ")");
      var newSpreadsheet =;
      var newSheet = newSpreadsheet.getActiveSheet();
      // Copy the first columns from the old sheet to the new one.
      newSheet.getRange(1, 1, sheet.getLastRow(), 4).setValues(sheet.getRange(1, 1, sheet.getLastRow(), 4).getValues());
      // From now on, work with the new sheet and spreadsheet.
      spreadsheet = newSpreadsheet;
      sheet = newSheet;
  // Store the keyword data in the spreadsheet.
    // If there are new rows, add their line headers beneath the others.
    if(newRows.length > 0){
      var sheetLastRow = sheet.getLastRow();
      sheet.insertRowsAfter(sheetLastRow, newRows.length).getRange(sheetLastRow + 1, 1, newRows.length, 4).setValues(newRows);
    // Add a new column with the tracked data.
    var sheetLastColumn = sheet.getLastColumn();
    sheet.getRange(1, sheetLastColumn + 1, qsValues.length, 1).setValues(qsValues);
    sheet.autoResizeColumn(sheetLastColumn + 1);
    // Change file name to reflect the new date.
    // Find out which dates are currently noted in the file's name.
    var matches = /\((.*?)( - (.*))?\)/.exec(reportFile.getName());
    if(matches && matches[1]){
        // There's a start date and an end date.
        var startDate = matches[1];
        var endDate = matches[3];
        if(endDate != dateString){
          var newFileName = reportFile.getName().replace(endDate, dateString);
        // There's just a start date.
        var startDate = matches[1];
        if(startDate != dateString){
          var newFileName = reportFile.getName().replace(startDate, startDate + " - " + dateString);
      Logger.log("Could not recognize dates in file name " + reportFile.getName() +". File name remains unchanged.");
  // Now take care of the summary file.
  // Get the total numbers.
  for(var key in qsStats){
    for(var i = 1; i <= 10; i++){
      qsStats[key][0] += qsStats[key][i];
  // Prepare a new column for the Percentages data sheet.
  var newValues = [];
  var newValuesNumberFormats = [];
  for(var key in qsStats){
    for(var i = 1; i <= 10; i++){
      if(qsStats[key][0]) newValues.push([qsStats[key][i] / qsStats[key][0]]); else newValues.push([0]);
  var sheetPercentages = summarySpreadsheet.getSheetByName("Percentages");
  var sheetAverages = summarySpreadsheet.getSheetByName("Averages");
  var lastCol = sheetPercentages.getLastColumn() + 1;
  var lastRow = sheetAverages.getLastRow() + 1;
  // Add the data to the Percentages sheet.
  sheetPercentages.insertColumnAfter(lastCol - 1);
  sheetPercentages.getRange(1, lastCol, 72, 1).setNumberFormats(newValuesNumberFormats).setValues(newValues);
  // Add a new row with formulas to the Averages sheet.
  sheetAverages.getRange(lastRow, 1, 1, 1).setValue(dateString);
  sheetAverages.getRange(lastRow, 2, 1, 6).setFormulasR1C1([[
    "=SUMPRODUCT(Percentages!R2C1:R11C1; Percentages!R2C" + lastCol + ":R11C" + lastCol + ")",
    "=SUMPRODUCT(Percentages!R14C1:R23C1; Percentages!R14C" + lastCol + ":R23C" + lastCol + ")",
    "=SUMPRODUCT(Percentages!R26C1:R35C1; Percentages!R26C" + lastCol + ":R35C" + lastCol + ")",
    "=SUMPRODUCT(Percentages!R38C1:R47C1; Percentages!R38C" + lastCol + ":R47C" + lastCol + ")",
    "=SUMPRODUCT(Percentages!R50C1:R59C1; Percentages!R50C" + lastCol + ":R59C" + lastCol + ")",
    "=SUMPRODUCT(Percentages!R62C1:R71C1; Percentages!R62C" + lastCol + ":R71C" + lastCol + ")"
  // The properties for the charts. This is not meant to be reconfigured.
  var chartsProperties = {
    "Keywords per QS" : {
      "type" : "column",
      "vCol" : 2,
    "Average QS" : {
      "type" : "line",
      "vCol" : 2,
    "Keywords with Impressions per QS" : { 
      "type" : "column",
      "vCol" : 3,
    "Average QS for Keywords with Impressions" : {
      "type" : "line",
      "vCol" : 3,
    "Impressions per QS" : {
      "type" : "column",
      "vCol" : 4,
    "Impression weighted QS" : {
      "type" : "line",
      "vCol" : 4,
    "Clicks per QS" : {
      "type" : "column",
      "vCol" : 5, 
    "Click weighted QS" : {
      "type" : "line", 
      "vCol" : 5, 
    "Conversions per QS" : {
      "type" : "column", 
      "vCol" : 6, 
    "Conversion weighted QS" : {
      "type" : "line", 
      "vCol" : 6,
    "Conversion value per QS" : {
      "type" : "column", 
      "vCol" : 7, 
    "Conversion value weighted QS" : {
      "type" : "line", 
      "vCol" : 7,
  var row = 1;
  var col = 1;  
  var summarySheets = {
    "dataH": sheetPercentages,
    "dataV": sheetAverages,
    "charts": sheetCharts,
  // Add charts to the dashboard.
  for(var chartName in config['chartsToDisplay']){
    // Skip all charts that are not set to be displayed.
    if(!config['chartsToDisplay'][chartName]) continue;
    addChartToDashboard(chartName, chartsProperties[chartName]['type'], summarySheets, row, col, lastRow, lastCol, chartsProperties[chartName]['vCol'], config['chartsCompareStepsBack']);
    // Add the "Average QS" cells.
    sheetCharts.setRowHeight(row, 60).setRowHeight(row + 1, 20).setRowHeight(row + 2, 270);
    sheetCharts.getRange(row, 2).setValue("Average QS").setFontWeight("bold").setFontSize(24).setBorder(true, true, false, true, null, null);
    sheetCharts.getRange(row + 2, 2).setFontWeight("bold").setFontSize(24).setNumberFormat("0.00").setBorder(false, true, false, true, null, null);
    sheetCharts.getRange(row + 1, 2, 2, 1).setFormulasR1C1(
        ["=LOWER(Averages!R1C" + chartsProperties[chartName]['vCol'] + ")"], ["=Averages!R" + lastRow + "C" + chartsProperties[chartName]['vCol']]
      ]).setBorder(false, true, true, true, null, null);
    row += 3;

* Checks if there is a folder with the given name in the Google Drive root folder. If not, the folder is created.
* The folderName can be in the form of a complete path with subfolders, like "QS Reports/123/whatever".
* Returns the folder.
function getOrCreateFolder(folderName){
  return getOrCreateFolderFromArray(folderName.toString().split("/"), DriveApp.getRootFolder());

* Does the actual work for getOrCreateFolder. Recursive function, based on an array of folder names (to handle paths with subfolders).
function getOrCreateFolderFromArray(folderNameArray, currentFolder){
  var folderName = "";
  // Skip empty folders (multiple slashes or a slash at the end).
  do folderName = folderNameArray.shift(); while(folderName == "" && folderNameArray.length > 0);
  if(folderName == "") return currentFolder;
  // See if the folder is already there.
  var folderIterator = currentFolder.getFoldersByName(folderName);
    var folder =;
    // Create folder.
    Logger.log("Creating folder '" + folderName + "'");
    var folder = currentFolder.createFolder(folderName);
  if(folderNameArray.length > 0) return getOrCreateFolderFromArray(folderNameArray, folder);
  return folder;

* Checks if there is a folder for the current client account in the base folder. If not, the folder is created.
* Existing client folders are recognized by the client id in parentheses. This way, folders can be found again, even if an account has been renamed.
function getOrCreateClientFolder(baseFolder){
  var folderIterator = baseFolder.getFolders();
  var regExp = new RegExp(AdWordsApp.currentAccount().getCustomerId());
    var folder =;
    if(folder.getName().match(regExp)) return folder;
  // Since no folder has been found: Create one.
  var newFolderName = AdWordsApp.currentAccount().getName() + " (" + AdWordsApp.currentAccount().getCustomerId() + ")";
  Logger.log("Creating folder '" + newFolderName + "'");
  return baseFolder.createFolder(newFolderName);

* Creates a spreadsheet for QS tracking.
* Adds headers to the spreadsheet.
* Returns the file.
function addReportFile(folder, name){
  var spreadsheet = SpreadsheetApp.create(name, 1, 4);
  var sheet = spreadsheet.getActiveSheet();
  sheet.setName("QS history");
  // Put in the table headings
  sheet.getRange(1, 1, 1, 4).setValues([["Campaign", "AdGroup", "Keyword", "ID string"]]);
  //sheet.getRange(1, 1, 1, 4).setFontWeight("bold");
  sheet.setColumnWidth(4, 1);
  var file = DriveApp.getFileById(spreadsheet.getId());
  var parentFolder = file.getParents().next();
  return folder.getFilesByName(name).next();

* Creates a spreadsheet for the summary and stores it in the folder.
* Creates sheets for the Percentages and Averages.
* Populates header rows and columns.
function addSummaryFile(folder, name){
  var spreadsheet = SpreadsheetApp.create(name);
  var sheetH = spreadsheet.getActiveSheet();
  // Add the first column for the horizontal data table.
  sheetH.getRange(1, 1, 72, 1).setValues(
    [["All keywords"], [1], [2], [3], [4], [5], [6], [7], [8], [9], [10], ['Total'],
     ["Keywords with impressions"], [1], [2], [3], [4], [5], [6], [7], [8], [9], [10], ['Total'],
     ["Impression weighted"], [1], [2], [3], [4], [5], [6], [7], [8], [9], [10], ['Total'],
     ["Click weighted"], [1], [2], [3], [4], [5], [6], [7], [8], [9], [10], ['Total'],
     ["Conversion weighted"], [1], [2], [3], [4], [5], [6], [7], [8], [9], [10], ['Total'],
     ["Conversion value weighted"], [1], [2], [3], [4], [5], [6], [7], [8], [9], [10], ['Total']
  var sheetV = spreadsheet.insertSheet("Averages");
  // Add the first rows for the vertical data table.
  sheetV.getRange(1, 1, 4, 7).setValues([
    ["Date", "Average", "Average for keywords with impressions", "Impression weighted", "Click weighted", "Conversion weighted", "Value weighted"],
    ["Highest", "", "", "", "", "", ""],
    ["Lowest", "", "", "", "", "", ""],
    ["Average", "", "", "", "", "", ""]
  // Add some formulas for maximums, minimums, and averages.
  sheetV.getRange(2, 2, 3, 6).setFormulas([
    ["=MAX(B$5:B)", "=MAX(C$5:C)", "=MAX(D$5:D)", "=MAX(E$5:E)", "=MAX(F$5:F)", "=MAX(G$5:G)"],
    ["=MIN(B$5:B)", "=MIN(C$5:C)", "=MIN(D$5:D)", "=MIN(E$5:E)", "=MIN(F$5:F)", "=MIN(G$5:G)"],
    ["=AVERAGE(B$5:B)", "=AVERAGE(C$5:C)", "=AVERAGE(D$5:D)", "=AVERAGE(E$5:E)", "=AVERAGE(F$5:F)", "=AVERAGE(G$5:G)"]
  sheetV.getRange(1, 1, 1, 7).setFontWeight("bold").setNumberFormat('@STRING@');
  // Store the spreadsheet.
  var file = DriveApp.getFileById(spreadsheet.getId());
  var parentFolder = file.getParents().next();
  return folder.getFilesByName(name).next();

* Replaces the About sheet in the summary spreadsheet with a fresh one from the master sheet. This way, the sheet (including the FAQ) stays up to date.
* Also replaces the Dashboard with a fresh copy (resulting in an empty sheet with the correct conditional formatting).
* If there's a new version, a sheet "New Version Available!" is added.
function updateInfo(summarySpreadsheet, version){
  var templateSpreadsheet = SpreadsheetApp.openByUrl("");
  var oldSheet = summarySpreadsheet.getSheetByName("Dashboard");
  if(oldSheet) summarySpreadsheet.deleteSheet(oldSheet);
  templateSpreadsheet.getSheetByName("Dashboard v" + version).copyTo(summarySpreadsheet).setName("Dashboard");
  var oldSheet = summarySpreadsheet.getSheetByName("About + FAQ");
  if(oldSheet) summarySpreadsheet.deleteSheet(oldSheet);
  templateSpreadsheet.getSheetByName("About v" + version).copyTo(summarySpreadsheet).setName("About + FAQ");
  var oldSheet = summarySpreadsheet.getSheetByName("New Version Available!");
  if(oldSheet) summarySpreadsheet.deleteSheet(oldSheet);
  // Check if there is a newer version.
  var versionHistory = templateSpreadsheet.getSheetByName("Version History").getDataRange().getValues();
  if(versionHistory[0][0] != version){
    // There's a new version available (at least one).
    // Look for the row which has the info about the current (old) version.
    var oldVersionRow = 1;
    while(oldVersionRow < versionHistory.length && versionHistory[oldVersionRow][0] != version){
    // Copy the entire version history.
    var newVersionSheet = templateSpreadsheet.getSheetByName("Version History").copyTo(summarySpreadsheet).setName("New Version Available!");
    // Remove everything about the old version.
    newVersionSheet.deleteRows(oldVersionRow + 1, versionHistory.length - oldVersionRow);
    // Add new Rows at the beginning.
    newVersionSheet.insertRows(1, 6);
    newVersionSheet.getRange(1, 1, 6, 2).setValues([["Latest version:", versionHistory[0][0]], ["Your version:", version], ["", ""], ["Get the latest version at", ""], ["", ""], ["Newer Versions", ""]]);
    newVersionSheet.getRange(1, 1, 1, 2).setFontWeight("bold");
    newVersionSheet.getRange(6, 1, 1, 1).setFontWeight("bold");

* Inserts a line or column chart into the dashboard sheet.
* The chart is based on data from the Percentages or Averages sheet.
function addChartToDashboard(name, type, sheets, row, col, lastRow, lastCol, vCol, compareStepsBack){
  var chartBuilder = sheets['charts'].newChart();
  .setOption('title', name)
  .setOption('width', 800)
  .setOption('height', 349)
  .setOption('colors', ['#fa9d1c','#00507d'])
  .setPosition(row, col, 0, 0);
    case "column":        
      var statsRow = (vCol - 2) * 12 + 1;
      // First range for a column chart is always the same column with QS from 1 to 10.
      var dataRanges = [sheets['dataH'].getRange(1, 1, 11, 1)];
      if(compareStepsBack && lastCol > 2){
        // The column for comparison is either the specified number of columns behind lastCol, or 2 (the first column with data).
        dataRanges.push(sheets['dataH'].getRange(statsRow, Math.max(2, lastCol - compareStepsBack), 11, 1));
      dataRanges.push(sheets['dataH'].getRange(statsRow, lastCol, 11, 1));
      chartBuilder = chartBuilder.asColumnChart();
    case "line":
      var dataRanges = [sheets['dataV'].getRange(5, 1, lastRow - 2, 1), sheets['dataV'].getRange(5, vCol, lastRow - 2, 1)];
      chartBuilder = chartBuilder.asLineChart();
      chartBuilder.setOption("vAxis.maxValue", 10);
      chartBuilder.setOption("vAxis.ticks", [0,2,4,6,8,10]);
  for(var i in dataRanges) chartBuilder.addRange(dataRanges[i]);

* Tracks the execution of the script as an event in Google Analytics.
* Sends the version number and a random UUID (basically just a random number, required by Analytics).
* Basically tells that somewhere someone ran the script with a certain version.
* Credit for the idea goes to Russel Savage, who posted his version at
function trackInAnalytics(version){
  // Create the random UUID from 30 random hex numbers gets them into the format xxxxxxxx-xxxx-4xxx-yxxx-xxxxxxxxxxxx (with y being 8, 9, a, or b).
  var uuid = "";
  for(var i = 0; i < 30; i++){
    uuid += parseInt(Math.random()*16).toString(16);
  uuid = uuid.substr(0, 8) + "-" + uuid.substr(8, 4) + "-4" + uuid.substr(12, 3) + "-" + parseInt(Math.random() * 4 + 8).toString(16) + uuid.substr(15, 3) + "-" + uuid.substr(18, 12);
  var url = "" + uuid + "&ds=adwordsscript&an=qstracker&av="
  + version
  + "&ec=AdWords%20Scripts&ea=Script%20Execution&el=QS%20Tracker%20v" + version;


Small Update March 22

I've updated the code a little to smooth out some spreadsheet operations. If the script runs fine, no update is necessary.

About Martin Roettgerding
Martin Roettgerding is the head of SEM at SEO/SEM agency Bloofusion Germany. On Twitter he goes by the name @bloomarty, and you can find him regularly on #ppcchat.

  • Arjan ter Huurne

    “Google recently launched a new version of its API that allows someone to download each Quality Score factor, along with its status (average, below average, above average) for every search keyword in an account” – are you going to add this layer of complexity? That’d be awesome!

    • Martin Röttgerding

      Yes, I plan to, but I haven’t decided in what way this should be stored or represented in the dashboard. Do you have a preference?

    • Martin Röttgerding

      By the way, if you want to see your own data on QS details: I’ve created a little script to download a keyword report including all QS fields. You can find it at the end of my post about QS factors:

  • Vincent Tobiaz

    Heh, I Googled quality score history Adwords then got your V1 post, googled the same thing with “V2” saw your vv post, then searched v3 and saw this fresh awesome nugget :) this is great!

  • Roy Smid

    Thnx for your efforts Martin, it looks promising. I’ll give it a testrun soon.

  • Liviu Olos

    Very nice script Martin. I have added in the QS conditional formatting so I can see when the QS increased or decreased for a certain keyword. On the “QS Report” I have used conditional formatting with the formula =indirect(CHAR(COLUMN()+64)&ROW())>indirect(CHAR(COLUMN()+63)&ROW()) for green/increase and =indirect(CHAR(COLUMN()+64)&ROW())<indirect(CHAR(COLUMN()+63)&ROW()) for red – decrease.

    • Martin Röttgerding

      Hi Liviu,
      This is a fantastic idea! If possible, I’ll add this to the next version. Thanks for sharing!

      • Liviu Olos

        Here is another coloring possibility I have also noticed that remarketing display keywords are counted with 0 QS, this leads to an QS average difference (see bottom sum in the example) – =sumif(E2:E112,”>0″)/countif(E2:E112,”>0″).

        • Martin Röttgerding

          Unfortunately, I can’t access the spreadsheet…

          About remarketing keywords: Yes, I noticed this too late and now the script also tracks some QS 0 keywords. This does not affect the dashboard, though. The dashboard generates its charts from the data in the summary file. There are only values for 1-10 stored.

          What’s still wrong is the total number of keywords that’s stored in the summary file, Percentages sheet, row 12. This number isn’t used anywhere, but is there in case you want to get the calculate numbers from the percentages. The other totals (keywords with impressions, etc.) should not be affected since, by default, only stats from Google search are tracked.

          Anyway, I’ll fix this in the next version. Thanks for the heads up!

          • Liviu Olos

            You’re welcome. I would be glad to be involved in the next version. If you want we can talk via Skype. I really like this project and I would like to help it’s expansion (also with the individual QS components).
            I have changed the rights to the google doc and I have also inserted a new graph suggestion for the “Impression weighted QS”. Thanks a lot!

    • Roy Smid

      Hi Liviu,

      Sounds interesting, where did you ad this code?



  • Reinier van Eijk

    I’ve shared this on my LinkedIn, thanks so much again Martin. the PPC community owes you :-)

  • Александр Сидачёв

    Thanks Martin,
    a good job

  • Verfranzt Nocheins


    • Martin Röttgerding

      The weighted QS means that each QS is multiplied by the number of clicks/impressions/conversions/value and then divided by the total number of the same metric.

      For example, lets say you have to keywords with QS 5 and 7. The unweighted average is 6.

      Lets say the first keyword has 10 clicks, the other one has 20. Now the click weighted average is (5×10 + 7×20) / (10+20) = 190/30 = 6.33

      The weights are supposed to help you evaluating your QS situation. Most people prefer impression weighted QS because it means that keywords with many impressions gets more weight while keywords without impressions get none.

      • Verfranzt Nocheins

        Beautiful, thanks Martin!

  • Sherry Projects-Abroad

    Hi thank you for the script. I implemented the script a while but can only see last 6 days’ history data, is that what it meant to ?

    • Martin Röttgerding

      Hi Sherry,
      Thank you for the feedback! No, that’s not supposed to happen…

      Is it only 6 days of data in the “QS report” spreadsheet, or in the dashboard, or both?

      • Sherry Projects-Abroad

        Hi Martin,
        There is only last 6 days data in both “QS report” and dashboard

        • Martin Röttgerding

          Hi Sherry,
          If both are missing, it suggests that the script never got to the part where data was to be written. Either there was an error or the script didn’t run…

          Both should be documented in the script logs on the scripts page in your account. Could you check for an earlier time when the script ran (when no history was stored), click on the logs link there and tell me what the log says?

          • Sherry Projects-Abroad

            Hi Martin,
            Thanks for the reply. The logs are successful, if i go to the worksheet URL provided in logs, the history are there. But if I directly go to my Google drive’s folder and open worksheet, i can only see last 6 days. The two URLs’ encoding are a bit different.

          • Martin Röttgerding

            Hi Sherry,
            This is interesting. So there are different files… there are a few scenarios I could think of:
            1) The script’s user somehow changed and the files are now in different Google drives. If you go to – can you find both spreadsheets there? (the one with all the data and the 6 days one)
            2) The script setting “baseFolder” has been changed at some point. Then the script wouldn’t find the old files and start new ones in the new folder.
            3) The folder’s name in Google Drive has been changed at some point. Then the script would basically do the same as in 2 and recreate the folder to start fresh.

            For 2 and 3: Are there different folders for the Quality Score Tracker in ?

          • Sherry Projects-Abroad

            Hi Martin,
            Thank you for the reply
            It’s 3) Yes there are two folders, I changed folder’s name at some point, the renamed folder has all record inside :)

            Thank you very much !