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Change history

Change history is the Google Ads log of edits to an account: what was changed, when, by whom and with which tool.

How it works

The log lists edits to budgets, bids, ads, keywords, targeting, conversion actions and statuses, with date and time, user, item, and old and new values. It also lists edits made through the Google Ads API, automated rules and Google Ads Editor, and a Tool filter separates them. Google’s own systems can appear under names such as “Google Ads system”. The interface keeps two years of edits; you can undo most from the last 30 days.

The API gives less. Its detailed log, change_event, covers 30 days and leaves out Editor edits. change_status covers 90 days but names only the changed item, without values or user. To search the log after a drop in sales, see Google Ads change history.

Where you see it

  • Google Ads: Change history in the Campaigns menu, with filters for campaign, change type, user and tool.

Example

Example store, not client data.

The tableware shop’s revenue falls in the second week of the month. Change history for that week has one row: the contractor lowered a campaign’s daily budget from 1,400 to 900, a cut of (1,400 − 900) ÷ 1,400 = 36%.

How GetProfit reads it

The portal’s change feed sorts the account’s changes by author: the GetProfit team, your side or Google’s automation. It flags a budget change of 20% or more (50% or more is sharp), a target ROAS change of 10% or more, and every new campaign, status change or goal change. It then judges changes made by the team or your side by the 14 days that follow. The 36% cut is flagged, but not as sharp.

Not to be confused with

  • Campaign experiment — runs the old and new settings side by side to measure a change. Change history only records that it happened.

Right and wrong readings

  • Wrong: “Google keeps change history for only 30 days.” Right: the interface shows two years; 30 days is the window for undo and for the API’s detailed log.
  • Wrong: “Change history is empty for that week, so nothing changed.” Right: it lists edits to the account, and a new price or a sold-out product is not one. Google also notes that some changes to account-level settings are not listed.

Sources