Nathan Gaidai
Nathan Gaidai
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7 Ways To Track The Development Of Your Quality Score

Table of Contents

One of the most important factors in lowering ad costs, increasing the conversation rate, and reaching as many people from your target audience as possible is to know how Google’s Quality Score works fundamentally.

In the past, we’ve written in detail about what Quality Score is, how to improve it, etc (which you can read more about here), and the overlaying theme is that understanding this tool from Google will help you lower CPC and enable campaigns to achieve a higher ROI on your ads.

However, Quality Score is a timestamp on the current Quality Score of your ads, which means that Google Ads doesn’t show you how that changes over time, which is the idea for this blog post.

As understanding all of your business data (in this case ad quality) is important for reducing costs and getting the most bang for your buck, today we’ll show you a few different ways you can track this gold mine of a metric.

By using any of these methods you will be able to track over time which ads perform better than others, make the necessary adjustments, and ensure an increase in ad performance with a higher Quality Score overall.

Let’s get into it.


What does Quality Score consist of?

In short, Google built Quality Score as a tool to ensure that advertisers create the most relevant ads and landing pages for the search terms for the target audience, with the end goal being to make the ads as profitable as possible and the experience the client has with the business as good as possible.

For companies that focus on improving the Quality Score, it also means that Google awards them with a lowered ad cost, more specifically a decrease in cost-per-click, ensuring the right ads are shown for the right keywords and the landing pages are relevant to the user’s search interest.

Although we’ve discussed Quality Score in detail in a previous blog post, it’s important to highlight the components of this tool, to understand how to use it to our advantage:

  • Ad relevance
  • Landing page experience
  • Expected click-through rate


All of these are measured in 3 levels: Below average, average, and above average, meaning that the ad and its settings are measured against other similar ads.

On this topic, it’s noteworthy to point out that Quality Score and its components are at the keyword level.

Although it’s not entirely disclosed which of the above components pulls the most weight, we should look into each of them evenly to produce the best Quality Score possible. However, industry gossip pinpoints to expected click-through rate to which of these are considered most important for one reason, the more clicks Google gets, the more they earn.

A SOP for improving the Quality Score involves filtering keywords by “low” QS and going through them, and by hovering over it it will show you in detail the information about the 3 components.

Hovering the mouse on the keyword status provides the details of the 3 attributes. Here’s a screen that shows the quality score for a keyword along with how that keyword performs for each of the attributes.


Quality Score over time

The whole idea behind this blog post is the fact that Quality Score is built to behave as a snapshot, and not as a continuous film over time. It calculates the current Quality Score which you can use to determine the quality of the ad, but not directly track the progression of the ad’s Quality Score over time, which we’ll talk about how to do below.

Because a few different factors affect the Quality Score, the best way to improve it is to run a whole bunch of ads that have the better Quality Score out of the pot.

Your Google Ads account can show you great reports on different metrics over time, like cost-per-click or number of total clicks, but won’t be able to calculate your Quality Score development over time inside.

That effectively means that Google isn’t making it easy for you to track your Quality Score progression, which means that you can’t rely simply on the basic Google tools to see if it’s getting better or worse.

For that, you need a tall that allows you to track your Quality Score over time, hence this blog post. The tools that we’ll cover below will give you the regular snapshot from your account, but daily and most importantly visualize your Quality Score progression for you.

That way you can know which ads to prioritize with your time and efforts, and others to use as good case studies for other ads since you will be able to pinpoint the ad group with the lowest score and the one with the best score.


Why track your Quality Score?

As we’re sure you can tell by now, Quality Score can be difficult to manage, as there are tons of things that you can do to improve it, for example:

  • Include negative keywords in your ads to let you exclude search terms from your campaigns
  • Run ad copy optimization to ensure the ads are optimized well
  • Reorganization of your ad groups, which typically means picking a narrow theme and ad groups around that theme
  • Optimizing your match types from the five main ones available, to let Google know how to run the ads, of course depending on the keywords.


As the problem of optimizing your Quality Score has multiple layers of variables, it also means that it’s worthwhile to pursue because of the several most important benefits, one of them being improving UX, and less cost per ad per conversion, as the additional would be laser targeted and optimized to achieve the best possible results.


Ways to track the development of your Quality Score

Here are several different ways you can implement for your business, to track the Quality Score of your ads, and make sure they are progressing in the right direction.

  • Scripts by Martin Roettgerding & Russell Savage
  • Tenscores
  • Optmyzr
  • Adsscripts
  • Karooya
  • Search Engine land
  • Quality Score Tracker Script by Epiphany
  • Analyze Quality Score in Detail Script by PPCHero


Note that the list is in no particular order (all of them are equally awesome).


Scripts by Martin Roettgerding & Russell Savage

There have been countless GoogleAds scripts created throughout the years, as it’s a great way to monitor your ad account, and are mainly revolving around automating routine tasks. Specifically, the script by Martin Roettgerding and the script by Russell Savage are great resources to help you with tracking your Quality Score over time.

Both of the free scripts download a snapshot every day of your Quality Score and store the results in a Google spreadsheet. Since the first script was written in 2006 by Martin Roettgerding, Google has also released an improved Quality Score report, which allows marketers to analyze ad relevance, expected CTR, and landing page experience.

It builds top of on Martin Roettgerding’s script allowing you to track the daily performance of the individual factors that make up the overall Quality Score, including expected CTR, ad relevance, and landing page experience.

Afterward. Russell Savage also released a script in 2013, after positive feedback from the previous script he created also related to Quality Score, which works similarly to the scripts by Martin Roettgerding.

No matter which script you go with, both are good with the aim of helping you see the development of your Quality Score over time.



Tenscores are another great alternative to helping you track your Quality Score. On top of the standard information, this app shows you several other useful key metrics in a visual format, such as total QS discount and total QS penalty.

One other aspect that we love about this app is that it prioritizes ad groups and keywords based on the amount of spend on the ads. From negative keyword research done for you to finding and cleaning up the keywords with no impressions, clicks, and conversions, this tool is another excellent one to maximize your ads and effectiveness, while at the same time reducing overall ad costs.

While it’s a paid service, Tenscores also has a 14-day free trial, so you can see if it’s for you risk-free. We would also suggest reading reviews about their past customers as well, to get more of an idea of the service they offer.



Just like the previous tool, Optmyzr is another great tool to help you with prioritizing the most important aspects of the Quality Score that have the biggest impact on your costs. Its interface is easy to navigate and just by looking at the key data, you would be able to follow it up with action points that will reduce your spending and increase your score.

From support on the latest Google Ads API to more than 50 tools for things like Search, Shopping, and Performance Max, Optmyzr is overall another great option to go with.

And, just like Tenscore, although it’s a paid service, you can trail the software to see if that is what you are looking for. We would also suggest reading through the reviews to hear current customer feedback.



If you have multiple Google Ads accounts for multiple businesses, it’s easier to use Adsscripts so that you don’t have to set up the script separately for every single account. One thing to point out is that you should make sure that this script runs once a day so that the data would be most accurate.

Just like the first 2 scripts, this one also is free and offers a detailed explanation of the setup and the outcome. Let’s not forget to mention, this script grabs the data and puts them in a Google Sheet, for which they’ve created a template and guide on how to use it, to get an overview of the Quality Scores for all your accounts.



Another free script for Quality Score is the one Karooya created with the common goal of helping advertisers automatically export keyword performance data along with Quality Score to a spreadsheet.

In that sheet, you will find the KPIs of your keywords, such as Clicks, impressions, CTR, average CPC, conversions, cost, cost per conversion, etc. Additionally to that, to help with the improvement of your Quality Score, in the same sheet, you’ll be able to see expected CTR, ad relevance, and landing page experience.

And on the data in the sheet, the Quality Score is displayed, if it’s average the score will display with a grey background, if below average the score will display in a red background and if it’s above average it will be highlighted with a green background.

In addition to the data in the sheet, you will discover several charts which visualize further insights. One of them displays the total number of impressions for each Quality Score, and you can also create charts for other metrics as well.

Whether you’re looking at the core data or the performance of the landing page, Karooya’s free script will help you improve your Quality Score.


Quality Score tracker script by Epiphany

Use this script from PPC Epiphany to monitor the fluctuations of the Quality Score in your account, by creating a folder within your Google Drive, and generating a detailed report every quarter, which contains the daily Quality Scores for all the keywords in your account.

Additionally, the tool creates a summary spreadsheet that showcases the daily average scores, allowing you to gain insights into the progress of the Quality Score.

The script is easy to use and doesn’t require any additional setup, but you can customize the tracker by adjusting some settings. For instance, you have the option to enhance the dashboard by adding extra charts, such as a comparison of the Quality Score against the cost-per-click.


Analyze Quality Score in detail script by PPCHero

The last script on our list is the one by PPCHero, which helps you can analyze your Quality Score in detail by breaking down its components. The script will automatically create a new spreadsheet on your Google Drive with the title “Account Name + QS Analysis”.

The spreadsheet itself just like the rest of the scripts will provide valuable ad data such as clicks, impressions, cost, conversions, etc.

Using this key data, you can build pie charts to help you visualize it and segment the QS into the 3 main categories to see which ad to work on first.

For instance, you can determine whether your keywords are performing poorly due to low predicted CTR or if there are issues with the landing pages.



Tracking the development of your Quality Score is crucial for optimizing your ads and achieving better results, hence why improving it is such a popular topic among marketers.

And, although Google Ads provides valuable metrics around your ad campaigns, it doesn’t necessarily offer a direct way to monitor QS progression over time. For that purpose, external tools and scripts exist to help you achieve just that, to improve your Quality Score in the long run

By utilizing any of these tools, such as the scripts by Martin Roettgerding & Russell Savage, Tenscores, Optmyzr, Adsscripts, Karooya, Epiphany, and PPCHero, you can track and visualize your QS development, to make sound decisions on your ads and prioritize your efforts accordingly.

Any of the above will help you improve your Quality Score, which is essential for improving user experience, reducing costs, and maximizing the effectiveness of your advertising campaigns.

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