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mureo

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Python
Hybrid

google_ads_performance_analyze

Diagnose one Google Ads campaign by comparing current vs previous performance, top search terms, Google recommendations, and recent change history to surface issues and next actions.

Instructions

Diagnose a single Google Ads campaign by composing current-vs-previous comparison, top search terms, Google recommendations, and recent change history. Returns {campaign_id, period, campaign (get_campaign shape), performance_current, performance_previous, changes:{impressions_change_pct, clicks_change_pct, cost_change_pct, conversions_change_pct}, cpa_current? (only when current-period conversions > 0), cpa_previous? (only when previous-period conversions > 0), cpa_change_pct? (only when both above are present), top_search_terms (top 20 by cost), recommendations_from_google (up to 10), recent_changes (up to 10), issues:[strings], insights:[strings], recommendations:[strings]}. Any subcomponent that fails is null rather than aborting the call. Read-only. Default period is LAST_7_DAYS. For cost-spike root-cause analysis use google_ads_cost_increase_investigate; for account-wide health use google_ads_health_check_all.

Input Schema

NameRequiredDescriptionDefault
periodNoReporting window for the metrics. Default 'LAST_7_DAYS' — this tool is tuned for short-horizon comparison. Use LAST_14_DAYS or LAST_30_DAYS for longer baselines. This tool also reads the equal-length window immediately before the one you request, so only fixed-length windows are accepted — calendar constants such as THIS_MONTH are rejected rather than silently replaced. Also accepts an explicit range — "YYYY-MM-DD..YYYY-MM-DD" (the spelling Meta Ads takes too) or, in GAQL spelling, "BETWEEN 'YYYY-MM-DD' AND 'YYYY-MM-DD'" — both endpoints inclusive, in the account's time zone, for a window no trailing constant can reach (e.g. a single past calendar month). One asymmetry to know about: every constant except LAST_90_DAYS is resolved by Google Ads in the account's reporting time zone, whereas LAST_90_DAYS has no API constant and is expanded by mureo into the 90 days ending yesterday **on the server's date**, so its edges can differ by a day when the server and the account are in different zones. Pass an explicit range when the exact boundary matters.
campaign_idYesCampaign ID as a numeric string without dashes (e.g. '23743184133'). Obtain via google_ads_campaigns_list.
customer_idNoGoogle Ads customer ID as a 10-digit string without dashes (e.g. '1234567890'). Optional — falls back to GOOGLE_ADS_CUSTOMER_ID / GOOGLE_ADS_LOGIN_CUSTOMER_ID from the configured credentials when omitted.

Schema Changelog

Changes observed during successful MCP inspections.

  1. Changed2 schema fields changedv0.33.0
    • changedInput schema / properties / period / anyOf
      Previous value: -[
-  {
-    "enum": [
-      "LAST_7_DAYS",
-      "LAST_14_DAYS",
-      "LAST_30_DAYS",
-      "LAST_90_DAYS"
-    ],
-    "type": "string"
-  },
-  {
-    "pattern": "\\ABETWEEN '([0-9]{4}-[0-9]{2}-[0-9]{2})' AND '([0-9]{4}-[0-9]{2}-[0-9]{2})'\\Z",
-    "type": "string"
-  }
-]New value: +[
+  {
+    "enum": [
+      "LAST_7_DAYS",
+      "LAST_14_DAYS",
+      "LAST_30_DAYS",
+      "LAST_90_DAYS"
+    ],
+    "type": "string"
+  },
+  {
+    "pattern": "\\ABETWEEN '([0-9]{4}-[0-9]{2}-[0-9]{2})' AND '([0-9]{4}-[0-9]{2}-[0-9]{2})'\\Z",
+    "type": "string"
+  },
+  {
+    "pattern": "\\A([0-9]{4}-[0-9]{2}-[0-9]{2})\\.\\.([0-9]{4}-[0-9]{2}-[0-9]{2})\\Z",
+    "type": "string"
+  }
+]
    • changedInput schema / properties / period / description
      Previous value: -"Reporting window for the metrics. Default 'LAST_7_DAYS' — this tool is tuned for short-horizon comparison. Use LAST_14_DAYS or LAST_30_DAYS for longer baselines. This tool also reads the equal-length window immediately before the one you request, so only fixed-length windows are accepted — calendar constants such as THIS_MONTH are rejected rather than silently replaced. Also accepts an explicit range in GAQL spelling — \"BETWEEN 'YYYY-MM-DD' AND 'YYYY-MM-DD'\", both endpoints inclusive, in the account's time zone — for a window no trailing constant can reach (e.g. a single past calendar month). One asymmetry to know about: every constant except LAST_90_DAYS is resolved by Google Ads in the account's reporting time zone, whereas LAST_90_DAYS has no API constant and is expanded by mureo into the 90 days ending yesterday **on the server's date**, so its edges can differ by a day when the server and the account are in different zones. Pass an explicit range when the exact boundary matters."New value: +"Reporting window for the metrics. Default 'LAST_7_DAYS' — this tool is tuned for short-horizon comparison. Use LAST_14_DAYS or LAST_30_DAYS for longer baselines. This tool also reads the equal-length window immediately before the one you request, so only fixed-length windows are accepted — calendar constants such as THIS_MONTH are rejected rather than silently replaced. Also accepts an explicit range — \"YYYY-MM-DD..YYYY-MM-DD\" (the spelling Meta Ads takes too) or, in GAQL spelling, \"BETWEEN 'YYYY-MM-DD' AND 'YYYY-MM-DD'\" — both endpoints inclusive, in the account's time zone, for a window no trailing constant can reach (e.g. a single past calendar month). One asymmetry to know about: every constant except LAST_90_DAYS is resolved by Google Ads in the account's reporting time zone, whereas LAST_90_DAYS has no API constant and is expanded by mureo into the 90 days ending yesterday **on the server's date**, so its edges can differ by a day when the server and the account are in different zones. Pass an explicit range when the exact boundary matters."
  2. Changed3 schema fields changedv0.17.1
    • addedInput schema / properties / period / anyOf
      Added value: +[
+  {
+    "enum": [
+      "LAST_7_DAYS",
+      "LAST_14_DAYS",
+      "LAST_30_DAYS",
+      "LAST_90_DAYS"
+    ],
+    "type": "string"
+  },
+  {
+    "pattern": "\\ABETWEEN '([0-9]{4}-[0-9]{2}-[0-9]{2})' AND '([0-9]{4}-[0-9]{2}-[0-9]{2})'\\Z",
+    "type": "string"
+  }
+]
    • changedInput schema / properties / period / description
      Previous value: -"Reporting window for the metrics. Default 'LAST_7_DAYS' — this tool is tuned for short-horizon comparison. Use LAST_14_DAYS or LAST_30_DAYS for longer baselines."New value: +"Reporting window for the metrics. Default 'LAST_7_DAYS' — this tool is tuned for short-horizon comparison. Use LAST_14_DAYS or LAST_30_DAYS for longer baselines. This tool also reads the equal-length window immediately before the one you request, so only fixed-length windows are accepted — calendar constants such as THIS_MONTH are rejected rather than silently replaced. Also accepts an explicit range in GAQL spelling — \"BETWEEN 'YYYY-MM-DD' AND 'YYYY-MM-DD'\", both endpoints inclusive, in the account's time zone — for a window no trailing constant can reach (e.g. a single past calendar month). One asymmetry to know about: every constant except LAST_90_DAYS is resolved by Google Ads in the account's reporting time zone, whereas LAST_90_DAYS has no API constant and is expanded by mureo into the 90 days ending yesterday **on the server's date**, so its edges can differ by a day when the server and the account are in different zones. Pass an explicit range when the exact boundary matters."
    • removedInput schema / properties / period / enum
      Removed value: -[
-  "TODAY",
-  "YESTERDAY",
-  "LAST_7_DAYS",
-  "LAST_14_DAYS",
-  "LAST_30_DAYS",
-  "LAST_90_DAYS",
-  "THIS_MONTH",
-  "LAST_MONTH"
-]
  3. Changed1 schema field changedv0.10.37
    • addedInput schema / additionalProperties
      Added value: +false
  4. Addedv0.9.12
  5. Removedv0.9.6
  6. Addedv0.9.2
  7. Removedv0.9.1
  8. Addedv1.0.5

TDQS

A4.6/5.0
Behavior5/5

Does the description disclose side effects, auth requirements, rate limits, or destructive behavior?

With no annotations provided, the description carries the full burden and does so: it declares read-only, discloses degradation behavior ('any subcomponent that fails is null rather than aborting the call'), and explains conditional fields (cpa_current only when conversions > 0). It also documents list-size caps (top 20 by cost, up to 10 recommendations, up to 10 changes).

Agents need to know what a tool does to the world before calling it. Descriptions should go beyond structured annotations to explain consequences.

Conciseness4/5

Is the description appropriately sized, front-loaded, and free of redundancy?

It is front-loaded with purpose and then the return shape, with routing advice last — a sensible order. The output-shape enumeration is dense and long, but since no output schema exists that detail is doing real work rather than padding.

Shorter descriptions cost fewer tokens and are easier for agents to parse. Every sentence should earn its place.

Completeness5/5

Given the tool's complexity, does the description cover enough for an agent to succeed on first attempt?

No output schema exists, so the description correctly documents the return object field by field, including conditional CPA fields and the issues/insights/recommendations arrays. Combined with the read-only declaration and failure-tolerance note, an agent has everything needed to call and interpret this tool.

Complex tools with many parameters or behaviors need more documentation. Simple tools need less. This dimension scales expectations accordingly.

Parameters3/5

Does the description clarify parameter syntax, constraints, interactions, or defaults beyond what the schema provides?

Schema description coverage is 100%, and the period parameter's schema description is already extremely detailed about accepted formats and time-zone asymmetry. The description adds only the default value (LAST_7_DAYS), so it does not meaningfully extend parameter semantics beyond the schema — baseline 3.

Input schemas describe structure but not intent. Descriptions should explain non-obvious parameter relationships and valid value ranges.

Purpose5/5

Does the description clearly state what the tool does and how it differs from similar tools?

The description opens with a specific verb and resource ('Diagnose a single Google Ads campaign') and then enumerates exactly what it composes: current-vs-previous comparison, top search terms, Google recommendations, and change history. It explicitly distinguishes itself from google_ads_cost_increase_investigate and google_ads_health_check_all, so an agent can separate it from siblings without opening a schema.

Agents choose between tools based on descriptions. A clear purpose with a specific verb and resource helps agents select the right tool.

Usage Guidelines5/5

Does the description explain when to use this tool, when not to, or what alternatives exist?

It names two alternative tools and the exact condition that selects each ('for cost-spike root-cause analysis use google_ads_cost_increase_investigate; for account-wide health use google_ads_health_check_all'). It also states the default reporting window and that the tool is tuned for short-horizon comparison.

Agents often have multiple tools that could apply. Explicit usage guidance like "use X instead of Y when Z" prevents misuse.

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