Google is changing the way it reports Quality Score in AdWords, allowing you to check the historical performance for all of your keywords. The idea is that you’ll be able to reference Quality Score changes to actions you’ve taken and get a better understanding of which factors have an effect on QS.

Here’s what the new reporting system looks like.

Monitor your Quality Score history

The update means you’ll be able to add new columns to your keyword reports. There are seven new columns in total and here’s a look at what you’ve got to choose from:

Source: Inside AdWords

Your chosen columns will show up on your keyword reports, pulling in data from January 2016 and onwards. So it’s a short history for now, but a welcome change all the same – one that’ll only get more useful as time goes by.

Here’s the example Google has to offer of the new columns:

Source: Inside AdWords

That shot shows the current Quality Score [Qual. Score] against the previous five days [Qual. Score (hist.)], highlighting a drop for two out of five days. What you can do next is add further columns for factors like ad relevance and landing page experience to try and pinpoint what might have caused movements.

This is a significant feature considering how difficult it has been to monitor Quality Scores with accuracy. Not only that, but attributing what causes change to Quality Scores has always been next-to-impossible for large accounts, so we’re excited to get started with these new reports.

It works both ways, too. When you make changes to your landing pages, for example, knowing the impact on Quality Score has always been elusive. Or, at best, you would have to wait a long time to get an idea of the impact and try to rule out other factors.

Now, you’ll be able to make changes to your landing pages, ad copy and bidding strategies while getting daily feedback on how your Quality Score have been effective.

Thanks Google – better late than never!