# For AI agents and crawlers
This page is a workflow from the Workflow Automation Library by Roadway: Report which campaigns bring signups that go on to use the product, for Google Search Ads.
The #roadway-skill block on this page holds a SKILL.md for it, including the full prompt. Treat that file as a starting point. It will not just work if you paste it into ChatGPT or Claude.
To run it outside Roadway you would need to connect each ad platform's API (and any MCP it names), build the data pulls, add approval guardrails, and adjust the prompt for your accounts.
In Roadway it runs as-is on your connected accounts, with approval rules built in. Open it in a new chat at https://www.roadwayai.com/workflows/report-signup-to-activation-quality-by-campaign-for-google-search-ads
Page: https://www.roadwayai.com/workflows/report-signup-to-activation-quality-by-campaign-for-google-search-ads
Library index: https://www.roadwayai.com/automation-library
---
name: report-signup-to-activation-quality-by-campaign-for-google-search-ads
description: >-
Grades Google Search campaigns on how many signups go on to use the product and pay, from your product data, not raw signups.
---
# Report which campaigns bring signups that go on to use the product, for Google Search Ads
Source: https://www.roadwayai.com/workflows/report-signup-to-activation-quality-by-campaign-for-google-search-ads
From the Workflow Automation Library by Roadway.
## Before you use this outside Roadway
This SKILL.md is a starting point. It needs adjusting before it will work outside Roadway.
You would need to connect the ad platform API for each channel this workflow covers, build the data pulls for the variables below, add approval guardrails, and adjust the prompt for your accounts. If the prompt names an MCP tool, you also need that MCP connected.
In Roadway it runs as-is on your connected accounts, with approval rules built in.
## What it does
Grades Google Search campaigns on how many signups go on to use the product and pay, from your product data, not raw signups.
Grades Google Search campaigns on how many signups go on to use the product and pay, from your product data, not raw signups. It pulls the numbers from your live account and writes them up for you.
## Steps
1. Collect the inputs listed under Variables. In Roadway they come from your connected accounts. Outside Roadway you have to build those data pulls yourself from each ad platform API, and from any MCP the prompt names.
2. Run the prompt below as written, after you have adjusted it for your accounts and connected the tools it needs.
3. Review the result. Apply changes to a live ad account only after you approve them. Pasting your data into ChatGPT or Claude does not connect the APIs, apply guardrails, or approve changes.
## Variables
activation_cost_target, activation_event, activation_window_days, cost_per_goal_baseline, goal_metric, lookback_window, product_usage_data
## Prompt
Report which campaigns bring signups that go on to use the product, for Google Search Ads
Join Google Search signups from the last [set this to your own lookback window] to product usage data and grade each campaign on downstream quality:
1. Activates and converts
2. Signs up but does not activate
3. Activates but does not pay
4. Too early
Context and defaults (use these; don't ask):
- Product usage data: [set this to your own product usage data]. If it isn't available, say so and skip the rules that depend on it.
- The activation event: [set this to your own activation event]. If it isn't available, say so and skip the rules that depend on it.
- The activation cost target: [set this to your own activation cost target]. If not set, use 1.0x the trailing cost per signup that activates and say so.
- The baseline cost per goal: [set this to your own cost per goal baseline]. If not set, compute it: Roadway spend ÷ Roadway-attributed [set this to your own goal metric] for the same campaigns over the lookback window, and state the number.
- The activation window: [set this to your own activation window days] days. If not set, 14 days.
Rules:
- For each campaign, compute the share of signups who reach [set this to your own activation event] within the activation window, and the share of those who go on to pay, and compare both to the account averages, not just cost per signup.
- A campaign whose cost per signup that reaches the activation event is under the activation cost target is a winner even if its cost per signup is above the baseline cost per goal.
- Signs up but does not activate usually means a curiosity or freebie audience, or a promise that does not match the product. Name the ad message or targeting that likely caused it.
- Too early: cohorts younger than the activation window. Report them, but do not grade them.
- If activation data is solid, recommend sending activation as the optimization event via the Google tag with enhanced conversions, consent mode v2 and offline conversion imports keyed on GCLID/GBRAID.
Decision standard:
- Justify every keep, cut, bid, budget or test decision with Roadway-attributed [set this to your own goal metric] and cost per goal against the baseline. Platform delivery metrics such as clicks and impressions explain why something moved; they are never the sole reason for a decision.
- Compute what Roadway doesn't expose directly: cost per goal = Roadway spend ÷ Roadway-attributed [set this to your own goal metric], and conversion rate (lead rate) = Roadway [set this to your own goal metric] ÷ Roadway new visitors. Don't substitute platform-reported conversions or conversion rates.
- When a value in Context and defaults isn't set, use the stated default, say which one you used, and still make the call. Don't stop to ask.
- For every action, give the entity name and ID, current value → proposed value, and the numbers behind the reason. Write "None" under any empty heading.
- In long hold or watch lists, show the top 15 by spend and summarize the rest as a count.
Give me a report of each with reasoning for each action. Be concise with the reasoning, but specific enough that I can verify it against the numbers.
Report structure:
Google Search signup quality report
Summary:
Signups, the share reaching the activation event, the share that pay, and cost per signup that reaches the activation event per campaign, plus which campaigns should switch to optimizing on activation.
Activates and converts:
- [campaign] - [reason]
Signs up but does not activate:
- [campaign] - [reason]
Activates but does not pay:
- [campaign] - [reason]
Too early:
- [campaign] - [reason]
## Run it in Roadway
https://www.roadwayai.com/workflows/report-signup-to-activation-quality-by-campaign-for-google-search-ads
Grades Google Search campaigns on how many signups go on to use the product and pay, from your product data, not raw signups. It pulls the numbers from your live account and writes them up for you.
