Daily budget overdelivery alert

Receive a notification when the expenditure of your campaigns exceeds the set daily budget.

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This script compares the actual expenses of a campaign with the set daily budget. If there is a large difference in expense compared to the day before, the week before or the past month, this will be saved in a Google sheet and you will receive an email. This way you are quickly informed.


  • SPREADSHEET_URL: Create a new Google Sheet and add the URL here.
  • EMAIL: Enter the email address where you want to receive the notifications.
  • CAMPAIGNLABEL: Give campaigns that you want to ignore this label.
  • firstRun: If you run the script several times a day, set it to 'false'.
  • dailySpendAlertThreshold: Please indicate what the deviation in expenses may be compared to the day before, before you receive a notification.
  • weeklySpendAlertThreshold: Please indicate what the deviation in expenditure may be compared to the average of the previous week before you receive a notification.
  • fourWeeklySpendAlertThreshold: Please indicate what the deviation in expenditure may be compared to the average of the past month before you receive a notification.
The script
// Copyright 2017, Nils Rooijmans, All Rights Reserved.
// Licensed under the Apache License, Version 2.0 (the "License");
// you may not use this file except in compliance with the License.
// You may obtain a copy of the License at
//     http://www.apache.org/licenses/LICENSE-2.0
// Unless required by applicable law or agreed to in writing, software
// distributed under the License is distributed on an "AS IS" BASIS,
// See the License for the specific language governing permissions and
// limitations under the License.

* @overview:
* For each campaign that is NOT labeled 'noBudgetAlert' this script will compare the anticipated ad spend based on daily budget settings with the actual ad spend. 
* In case of big differences (overdelivery by Google) it will report an alert, log the alert in the specified Google Sheet and inform about the alert via email
* For the MCC version please contact Nils Rooijmans [nils@nilsrooijmans.com]
* @author:  Nils Rooijmans [nils@nilsrooijmans.com]
* @version: 1.0

var SPREADSHEET_URL = "[REPLACE WITH YOUR SPREADSHEET URL]";  //insert a new blank spreadsheet url, replace everything between and including the square brackets
var EMAIL = "[REPLACE WITH YOUR EMAIL]"; //insert your email, replace everything between and including the square brackets

var CAMPAIGNLABEL = "noBudgetAlert";  //campaign level label for campaigns to ignore

var firstRun = true; // set to false if you schedule the script to run on daily basis, set to true for first run or if you run only once

// Config variables to set the percentage of overdelivery allowed before an alert is sent
var dailySpendAlertThreshold = 0.2; // alert if overdelivery is greater than 20% of daily budget
var weeklySpendAlertThreshold = 0.1; // alert if overdelivery is greater than 10% of 7 times the daily budget (for the 7 days before today)
var fourWeeklySpendAlertThreshold = 0.05; // alert if overdelivery is greater than 5% of 28 times the daily budget (for the 28 days before today)

function main() {  

  var accountAlert = false;
  var campaignAlert_dailyCheck = false;
  var campaignAlert_weeklyCheck = false;
  var campaignAlert_fourWeeklyCheck = false;
  var adSpendYesterday = 0;
  var adSpend1to7DaysAgo = 0;
  var adSpend1to28DaysAgo = 0;
  var differenceDailyCheck = 0;
  var differenceWeeklyCheck = 0;
  var differenceFourWeeklyCheck = 0;
  var d = Utilities.formatDate(new Date(), AdWordsApp.currentAccount().getTimeZone(), "MMM dd,yyyy");
  var dayOfTheWeek = new Date(d).getDay(); 
  var dayOfTheMonth = new Date(d).getDate();

  //prepare the sheet
  var ss = SpreadsheetApp.openByUrl(SPREADSHEET_URL);
  var sheet = ss.getActiveSheet();
  if (sheet.getRange('A1').isBlank()) {
    "Account Name", 
    "Campaign Name", 
    "Ad Spend Yesterday", 
    "Anticipated Spend", 
    "Ad Spend 1 to 7 Days Ago", 
    "Anticipated Spend", 
    "Ad Spend 1 to 28 Days Ago", 
    "Anticipated Spend", 
  // prepare contents of email
  var html = [];
    "<p>Alerts are logged in sheet: ", SPREADSHEET_URL ,"</p>",
    "<P>ACCOUNT - CAMPAIGN</p>",
  // if not already created, create label used to Ignore campaigns
  // this is necessary for the script to run even if no campaign has been labeled
  var labelName;
  var labelExists = false;
  var labelIterator = AdWordsApp.labels().get();
  while (labelIterator.hasNext()) {
    labelName = labelIterator.next().getName();
    if (labelName.localeCompare(CAMPAIGNLABEL) == 0){labelExists = true; break;} else {labelExists = false}
  if (labelExists == false) {
  } else {
  // Let's check the campaigns for overdelivery
  Logger.log("Checking account: "+AdWordsApp.currentAccount().getName());    
  var campaignSelector = AdWordsApp.campaigns()
     .withCondition("LabelNames CONTAINS_NONE ['" + CAMPAIGNLABEL + "']")
     .withCondition("Status = ENABLED")
  var campaignIterator = campaignSelector.get();
  while (campaignIterator.hasNext()) {
    var campaign = campaignIterator.next();
    Logger.log("    Checking Campaign: "+campaign.getName());

    var campaignAlert_dailyCheck = false;
    var campaignAlert_weeklyCheck = false;
    var campaignAlert_fourWeeklyCheck = false;
    var anticipatedDailyAdSpend = campaign.getBudget().getAmount();
    var anticipatedWeeklyAdSpend = 7 * anticipatedDailyAdSpend;
    var anticipatedFourWeeklyAdSpend = 28 * anticipatedDailyAdSpend;

    // daily check
    //Logger.log("DAILY CHECK");
    adSpendYesterday = campaign.getStatsFor("YESTERDAY").getCost();
    differenceDailyCheck = (adSpendYesterday-anticipatedDailyAdSpend)/anticipatedDailyAdSpend;
    if (differenceDailyCheck > dailySpendAlertThreshold ) {
       campaignAlert_dailyCheck = true;
       Logger.log("DAILY overdelivery spend alert");
    // weekly check  
    if (dayOfTheWeek == 1 || firstRun){  // if not the firstRun this check runs only on mondays
      //Logger.log("WEEKLY CHECK");
      adSpend1to7DaysAgo = campaign.getStatsFor(dateBefore(7),dateBefore(1)).getCost();
      differenceWeeklyCheck = (adSpend1to7DaysAgo-anticipatedWeeklyAdSpend)/anticipatedWeeklyAdSpend;
      if (differenceWeeklyCheck > weeklySpendAlertThreshold ) {
         campaignAlert_weeklyCheck = true;
         Logger.log("WEEKLY overdelivery spend alert");

    // 4 weekly check
    if ((dayOfTheWeek == 1 && dayOfTheMonth < 8) || firstRun){ //if not the firstRun this check runs only on the first monday in a month //Logger.log("MONTHLY CHECK"); adSpend1to28DaysAgo = campaign.getStatsFor(dateBefore(28),dateBefore(1)).getCost(); differenceFourWeeklyCheck = (adSpend1to28DaysAgo-anticipatedFourWeeklyAdSpend)/anticipatedFourWeeklyAdSpend; if (differenceFourWeeklyCheck > fourWeeklySpendAlertThreshold) {
         campaignAlert_fourWeeklyCheck = true;
         Logger.log("4-WEEKLY overdelivery spend alert");           
    // add alerts to sheet  
    if (campaignAlert_dailyCheck||campaignAlert_weeklyCheck||campaignAlert_fourWeeklyCheck) {

      accountAlert = true;
        adSpend1to28DaysAgo, anticipatedFourWeeklyAdSpend, 
      Logger.log("ALERT ADDED TO SHEET");
      if (campaignAlert_dailyCheck) sheet.getRange(sheet.getLastRow(), 6).setFontColor("red");
      if (campaignAlert_weeklyCheck) sheet.getRange(sheet.getLastRow(), 9).setFontColor("red");
      if (campaignAlert_fourWeeklyCheck) sheet.getRange(sheet.getLastRow(), 12).setFontColor("red");
      html.push("<p>" + AdWordsApp.currentAccount().getName() + " | " + campaign.getName() + "</p>");             

  if (accountAlert) { // if there is any alert for any of the campaigns , send email
    MailApp.sendEmail(EMAIL, "Overdelivery Alerts", "", {htmlBody: html.join("\n")});

function dateBefore(days){ 
  var MILLIS_PER_DAY = 1000 * 60 * 60 * 24;
  var now = new Date();
  var dateBefore = new Date(now.getTime() - days * MILLIS_PER_DAY);
  var timeZone = AdWordsApp.currentAccount().getTimeZone();
  return Utilities.formatDate(dateBefore, timeZone, 'yyyyMMdd');
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Tibbe van Asten Team Lead Performance Marketing
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