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Reports that tell you
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The audit report shows metrics for the last 30 days, top actions and a roadmap. Plus period comparisons, anomalies, GA4 and Search Console. There is no PDF export.

Request accessWhat the report contains
  • Metrics for the last 30 days
  • Period comparison
  • GA4 and Search Console
Stock photo: Printed line chart with highlighter and sticky note on a wooden table
Stock photo
Illustration

Last 30 days

  • Spend

  • Conversions

  • CPA

  • Recoverable per month

  • Top Actions

  • Findings by Category

  • Roadmap

  • Anti-Patterns to avoid

Illustration of the report layout without numbers. Headings such as Top Actions are the labels used in the app.

The audit report

First the situation, then the order of work

Every audit ends in a report that starts with the numbers and ends with an order of work. You see where the account stands and what comes next.

  • Metrics for the last 30 days: spend, conversions and CPA.
  • An estimated amount that could be recovered per month.
  • Top Actions, Findings by Category and a Roadmap.
  • Anti-Patterns to avoid.

Comparisons and anomalies

What changed, and when

Anomalies are a category in the audit. You ask for the other analyses via Claude, ChatGPT or Cursor, and you find the change history in the app.

  • Period comparison

    A before-and-after comparison of two periods, such as the last 30 days against the 30 days before.

  • Anomalies in the daily trend

    Outliers in cost, clicks, impressions, conversions, CTR and CPC, for the account and every active campaign.

  • Change events

    Changes in the account with old and new values, for the last 30 days.

  • Change status

    Which objects have changed, going back up to 90 days when the change events do not reach far enough.

  • Audit history

    Whether things are getting better or worse over time, and whether findings from earlier audits have been fixed.

  • Change history in the app

    Google's change history matched against the Helferlain log: via Helferlain, clearly outside, origin unclear.

Cross-source

Google Ads, GA4 and Search Console together

If GA4 or Search Console is connected, the cross-source audit checks cannibalisation, conversion discrepancies and coverage gaps. In the app you find it under Cross-Source.

GA4 discrepancies as a tracking signal

Google Analytics 4

Shows whether visitors from ads do something on the website. In your assistant, you compare GA4 periods by campaign, source, landing page, device or country.

Search Console

Shows what you are found for organically. Helferlain uses this to compare against paid search and for an SEO audit based on Search Console data.

AI integration

Ask in your assistant

Instead of building a report, you ask your account directly. Name the account, the time period and the goal. More examples:

  • “Were there any unusual outliers in cost, clicks or conversions in the last 14 days?”
  • “What was changed in the account in the last two weeks?”

Every call counts towards the quota of your plan.

More about AI integration
Illustration

Compare the last 30 days with the 30 days before and explain the biggest differences.

Helferlain tools

  • google_ads_compare_periods
  • google_ads_get_campaign_performance

Answer with priorities

Changes only as a dry run

Illustration: a period comparison in an assistant, with the Helferlain tools that can run for it.

To be clear

What reporting does not offer

  • No PDF export. You read the report in the app and ask for analyses in your assistant.
  • The assistant writes the answers; the numbers come from Helferlain. Double-check important statements in the report.
  • Bigin (CRM) and WordPress are announced as data sources but not available yet.
  • Google Ads only. No Meta, LinkedIn or TikTok ads.
  • Until Google verification is complete, Google shows a warning when you connect, and access runs as a closed beta on request.

Questions

Common questions about reporting

Can I export the report as a PDF?
No, there is currently no PDF export. You read the audit report in the app under Audits. You can also ask for comparisons, anomalies and changes in your assistant, such as Claude or ChatGPT. We will not give a date for an export until one is set.
Which period does the report cover?
The metrics at the top of the report cover the last 30 days: spend, conversions and CPA, plus an estimated amount that could be recovered per month. You compare other periods in your assistant. Change events go back 30 days, change status 90 days.
Do I need GA4 and Search Console?
No, the audit also runs with Google Ads alone. With GA4 and Search Console, findings become more reliable: GA4 shows what visitors from ads do on the website, Search Console what you are found for organically. Without these sources, cross-source findings are thinner or missing.
What do the report headings mean?
The report uses headings such as Top Actions, Findings by Category, Roadmap and Anti-Patterns to avoid. They stand for the most important measures, the findings grouped by category, the order of work and patterns you should avoid.

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Related services

Pricing and limitsSecurity

Spend less time building reports, more time deciding

Your first audit delivers metrics, actions and a roadmap. You decide what to implement.

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