> ## Documentation Index
> Fetch the complete documentation index at: https://docs.erdo.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Traffic quality monitoring

> Erdo watches whether your paid search is still buying the right people — the conversion rate against its own trailing baseline, and the share of clicks going to searches your offer can never serve — and tells you before a quiet drift becomes a lost month.

# Traffic quality monitoring

A search campaign can stop working while every number you normally look at stays
still. The clicks keep arriving, the daily budget keeps clearing, the cost per
click barely moves. What changed is *who* is clicking: the keywords drifted, the
auction started matching different searches, and a growing share of the money is
now going to people your offer was never for — renters when you sell, one-bedroom
searchers when you list three-bedrooms, price-shoppers well below your range.

Nothing that watches spend can see that. Spend is exactly what does not change.
You find out weeks later, from the leads that stopped coming.

Erdo watches for it directly. Once you connect a Google Ads account, Erdo runs a
daily read of two things — how well the traffic is converting compared to that
same campaign's own recent history, and what the money actually bought — and
raises an item in your [attention feed](/attention) when either one moves.

## What it reads

**Conversion rate against a trailing baseline, not against yesterday.** The last
seven days' conversion rate is compared to the three weeks before it, per
campaign, with the click and conversion counts reported beside every rate. A
week-on-week check cannot catch a slow decline, because the thing it compares
against is sliding too: a rate that loses a few percent a week always looks "in
line with last week", right up until it has halved.

**The composition of the searches you paid for.** Every search term from the last
seven days is bucketed by what the searcher actually wanted, judged against what
you sell — someone who could buy, someone searching your own brand, a renter, a
different product, a price-shopper, a competitor's name, a researcher. Erdo then
reports the share of your paid clicks going to searches your offer cannot serve,
this week and last week, with the change between them.

Two things raise a flag: that share sitting **above about a third** of your paid
clicks, or **rising by ten points or more in a week** at any level. The second is
the early one, and it is the one nothing else can see.

## What the alert tells you

The two readings together say which problem you have, which is what makes the
alert worth acting on:

* **Conversion rate down and off-offer clicks up** — the traffic changed. The
  keywords are matching the wrong searches and the term set needs work.
* **Conversion rate down, composition unchanged** — the same people are arriving
  and no longer converting. That points at the page, the offer or the form, not
  at the keywords, and Erdo says so rather than recommending an ad change that
  cannot fix it. (Your pages have [their own watcher](/page-health-monitor).)
* **Off-offer clicks up, conversion rate still holding** — the waste has started
  but has not yet outweighed the good traffic. The cheapest possible moment to
  act.

Each alert names the campaign, both numbers with the windows they were measured
over, the buckets that grew, and examples of the actual searches the money went
to. One real regression raises one item; it will not re-raise the same finding
every morning while nothing has moved.

## What it will never do

The monitor is **read-only**. It never changes a bid, a budget, a keyword or a
campaign's status — it reads, and it tells you. Changes to your account still
come from the daily optimizer as [approval requests](/approvals) you review, or
from you.

One rule the optimizer follows is worth knowing about, because it is the direct
consequence of this measurement: while off-offer click share is high or rising,
it will not propose raising a bid, a bid ceiling or a budget. A low impression
share on a term set that is half junk means the campaign is under-buying bad
traffic, and spending more on it costs money and produces nothing. Quality gets
fixed first; price levers come back as soon as the traffic is right again.

## Turning it on

Nothing to turn on. Connect a Google Ads account and the monitor appears in your
[automations](/automations) within a few hours, running daily. Organizations with
no ad account connected do not get it. Like any automation you can open it,
change its schedule, edit its instructions, or disable it — and if you edit the
instructions, Erdo treats that copy as yours and stops updating it, so your
changes are never overwritten by a later platform improvement.