📗 This content is the Smart Bidding Ninja Script user manual, the same one the script writes in the «Manual» tab of its spreadsheet. Here you can search it, listen to it, highlight it and save it to favourites.
The seasonality system analyses the performance of your campaigns grouped by day of the week over the last 60 days. It detects repeated patterns (systematically strong, weak or volatile days) and shows them to you so that you can decide whether anything needs changing in your strategy.
🛡️ IMPORTANT: this system is PURELY INFORMATIVE. The script does NOT touch budgets automatically by day of the week. Reason: Google's Smart Bidding algorithms already internalise weekly seasonality — they bid differently on Mondays than on Sundays according to the patterns they know. If on top of that we fed them abrupt daily budget changes, we could break their modelling and make performance worse. That is why we only inform: you have the business context to know whether the pattern is real (structural seasonality of the client) or something fixable (tracking problems, ads not being served properly, etc.).
Types of pattern detected
| Type | Definition | Colour in the heatmap |
|---|---|---|
| STRONG day | Performs ≥20% better than the campaign's weekly average, consistently in ≥75% of the weeks observed | Green |
| WEAK day | Performs ≥20% worse than the weekly average, with the same consistency | Red |
| VOLATILE day | High coefficient of variation (≥0.40): the day is very scattered, some weeks very good and others very bad | Not specially coloured, it shows in the matching column |
The heatmap (columns Mon, Tue, Wed, Thu, Fri, Sat, Sun)
Each cell shows that day's percentage deviation from the campaign's weekly average. Green = better than average. Red = worse. The more saturated the colour, the bigger the deviation. A "+25%" means that day performs 25% better than its campaign's weekly average; a "-30%" means 30% worse.
📐 For CPA: "better" means a lower CPA. For ROAS: "better" means a higher ROAS. The heatmap normalises both metrics onto the same semantic axis.
How to read what you see
- Sustained WEAK DAYS with no STRONG DAYS → you should possibly pause the campaign on those days with a schedule in Google Ads, or check whether there is a structural problem (no sales staff, tracking failing, etc.).
- STRONG DAYS and WEAK DAYS coexisting → this is normal structural seasonality. Check that Google is giving you the visibility you deserve on the strong days; if not, consider separate campaigns for those days.
- VOLATILE DAYS → a sign of inconsistency. It usually means unreliable tracking, targeting that is too broad, or highly variable competition. Investigate before acting.
- NO PATTERN → a healthy sign. Your campaign behaves consistently throughout the week, which is the ideal.
Muting the suggestions for a campaign
Each row has three checkboxes in the last columns. Tick one and the campaign will stop appearing in future runs:
| Checkbox | Effect |
|---|---|
| Ignore for 3 months | The campaign does not appear again for 3 months. After that time, if the pattern is still there, it comes back automatically |
| Ignore for 6 months | The same but 6 months. Useful if you have taken a decision and want a longer margin |
| Ignore forever | The campaign never appears in Seasonality again until you untick this checkbox manually |
💡 The philosophy is: the script detects, you decide. If a suggestion adds nothing for you (because you already know the pattern and have decided to live with it, or you have applied an external fix), mute it with confidence. When someone ticks "ignore for 3 months", the system assumes the user may change their mind at some point, and that is why we also offer the 6-month option.
Frequency and source of the data
- Analysis window: last 60 days (≈8-9 weeks, enough to tell patterns from noise).
- Minimum for it to appear: 4 weeks observed and at least 4 observations for the specific day.
- Data is taken directly from Google Ads via GAQL (not from the script's History), grouped by day.
- The tab is regenerated once a day during the nightly cycle.
- Rows with an active "ignore" checkbox stay visible but with the text "Muted until..." and a grey background so you know what you have muted and until when.
Monthly email
The monthly email includes a "Weekly seasonality patterns" section with the clearest findings of the month. Only campaigns that are NOT muted are shown, up to a maximum of 10 (the ones with the most relevant pattern). If you mute a campaign, it will stop appearing in the email too.