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Reasons and the fix plan

On this page

Reasons explains why wasted spend builds up in your Google Ads accounts and turns each reason into a step, such as pausing campaigns that spend with no conversion, or switching off Search Partners where they cost more than Google Search. Each step is one card.

Reasons: "3 things to do this week", with three step cards, each showing its savings a day, Apply, Details and a link to its recommendations in the list

Open Reasons

For Owners, Admins and Managers:

  • Under Lift in the sidebar, select Reasons.
  • On Recommendations, press Open the fix plan.
  • On the dashboard, press Open fix plan on the Reasons panel.

What it covers

Every Google Ads account in the workspace, not only the selected entity. When the Ad account filter of Recommendations names one Google Ads account, or you come from a dashboard filtered to one, that account alone. Other platforms are on Recommendations, so the two pages' money can differ.

One currency at a time, most spend first; buttons switch currencies. Money is per day, in the account's currency, never added across currencies. It reads the last 30 days, as of the last daily scan.

The steps

The page opens with a count, such as "5 things to do this week", and tabs by goal: This week, Measurement and Brand, plus All steps when a step fits none. Empty tabs are hidden.

Each step card has:

  • The fix, numbered, its issue, and a tag: Saves money, May save money or Set-up.
  • One figure: Savings a day, else Check first a day, Upside a day or Share of spend (how much spend the issue touches, not money lost).
  • Where in Google Ads the change is made.
  • Buttons: Apply or Export, Mark done, Details, and a link such as See 4 recommendations in the list. The list opens on exactly those cards under a chip such as "Issue is Purchases counted twice"; its x or Clear shows the whole list.

When conversions are counted wrongly

The issue says what Google Ads counts: Conversions include steps before a sale, Conversions include app installs, Purchases counted twice, Two purchase actions counted together, or Conversions count more than sales for a mix.

  • A line says how much, such as "98.3% of the conversions on these 4 campaigns are steps before a sale, not purchases.", or "5 of these campaigns count steps before a sale; 3 count app installs."
  • The fix line says what fixing does: "Count only sales, and Google spends your budget on people who buy." or, for double counting, "Count each sale once, and Google judges your campaigns on real sales."

Apply

Shown when Tapper can change every account in the step.

  1. Press Apply. A dialog lists the step's recommendations.
  2. Press Review and apply beside one. It opens on Recommendations.
  3. With one fix, its confirmation opens: check and confirm. With several, or Pause campaign, press the fix button on the card and confirm.
  4. The card moves to Done. Go back to Reasons for the next one.

A card with no fix button: change it in Google Ads, then press Mark as done. See Fix, mark as done, dismiss and revert.

Export

Shown instead when Tapper cannot change one of the step's accounts. It downloads the step's recommendations as a CSV file. Make the changes in Google Ads, then mark each as done. If you expected access, contact your Tapper contact.

The step about brand campaigns costing many times more per conversion than your main brand campaigns never offers Apply: export its list and check them in Google Ads.

Mark done

For steps about structure or settings, such as switching auto-apply off: press Mark done once changed in Google Ads. Some offer a list, such as Export list, or Keep list and Merge list for Google Ads Editor; a single account setting has none. Your mark is saved for the workspace, showing who ticked it and when.

Why these steps

Under the steps:

  • Summary: a verdict, Biggest issue: and the money.
  • Where the spend goes: up to four campaign groups by share of spend and of conversions, each with its cost per conversion.
  • Also watching: issues no step covers, one row each.

Details on a step or row opens a side panel: what it means, what to do, how it was worked out and, where there is one, the list behind it, largest first, with Export (CSV).

Why these steps: the summary with the biggest issue and the savings a day, and Where the spend goes, comparing campaign groups by their share of spend and of conversions

After a fix

Steps read open recommendations only. One you fix, mark as done or dismiss leaves its step at the next daily scan, and the money updates then. Changes made in Google Ads also show after the next scan.

The Reasons panel on the dashboard

The dashboard's Reasons panel shows the same reasons, with one action, Open fix plan. With Block it is short, on Overview; on Lift only it is full (Choose your products).

It always reads the last 30 days, whatever your dates, saying "Last 30 days, scanned {date}" when they differ. It follows the Ads account filter when that names one Google Ads account, and Open fix plan then opens Reasons for that account; a filter it cannot follow is named on it. It is hidden with demo data on, when the platform filter picks a platform other than Google Ads, when there is no reason to show, and when it cannot load.

When the page is empty

No reasons to show yet, with See recommendations, until there is a reason. The dashboard panel stays hidden until then.

"Couldn't load the reasons behind the waste": press Retry.

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