skill-137-seasonal-performance-pattern-tracking

Skill 137: Seasonal Performance Pattern Tracking

Purpose

Analyze your own seasonal performance patterns across 12+ months to identify recurring trends, plan budget allocation, and set realistic targets. Understanding when impressions, costs, and conversions naturally rise or fall prevents overreacting to expected fluctuations.

Data Requirements

Data Source: Custom GAQL Required

GAQL Query:

SELECT
  campaign.name,
  segments.month,
  metrics.impressions,
  metrics.clicks,
  metrics.cost_micros,
  metrics.conversions,
  metrics.search_impression_share
FROM campaign
WHERE campaign.advertising_channel_type = 'SEARCH'
  AND segments.date BETWEEN '{start_date}' AND '{end_date}'

Run via /google-ads:get-custom. Use 12+ month date range for meaningful seasonal patterns.

Analysis Steps

1. Fetch historical data: Run GAQL query covering 12+ months
2. Build monthly profiles: Aggregate metrics by month to identify peaks and valleys
3. Identify seasonal patterns: Holiday ramps, summer dips, Q1 resets, etc.
4. Assess impression share trends: Months where IS drops may indicate increased competition
5. Plan budget allocation: Recommend shifting budget toward high-performing months

Thresholds

Condition	Severity
Conversion rate drops >30% in specific months repeatedly	Warning
Impression share drops >15% during peak months	Warning
Budget flat despite clear seasonal performance swings	Warning
CPA increases >25% in specific months year-over-year	Info

Output

Short format (default):

## Seasonal Performance Audit

**Account:** [Name] | **Period:** [start] to [end] | **Campaigns:** [X]

### Monthly Performance Summary
| Month | Impressions | Clicks | Cost | Conv | IS | Trend |
|-------|-------------|--------|------|------|----|-------|
| Jan   | [X] | [X] | $[X] | [X] | [X]% | Low season |
| ...   | ... | ... | ... | ... | ... | ... |

### Seasonal Patterns Identified
- **Peak months:** [months] — Conversions +[X]% above average
- **Low months:** [months] — Conversions -[X]% below average
- **IS dips:** [months] — Competition increases

### Recommendations
1. Increase budget [X]% for [peak months] to capture additional volume
2. Reduce budget [X]% during [low months] to improve efficiency
3. Apply seasonality bid adjustments for [months] with predictable swings