Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article
TL;DR Summary of Understanding Ghost Users in Google Ads Change History
Many Google Ads users encounter mysterious “AdWords Administrator” entries in their change history that lack identifiable user details. These ghost users often appear linked to budget changes or other modifications without clear attribution. This issue raises questions about whether changes are made by automated tools, APIs, or deleted accounts. Understanding the origin of these ghost users is essential for accurate account management and auditing.
Optimixed’s Overview: Decoding the Mystery of Ghost Users in Google Ads Change Logs
What Are Ghost Users in Google Ads?
Google Ads accounts sometimes display changes attributed to a user labeled simply as “AdWords Administrator” without any further identification. This makes it difficult to track who exactly made specific changes within the account.
Common Scenarios Where Ghost Users Appear
- Budget changes recorded under the “AdWords Administrator” user
- Change history entries that show no detailed user info or action history
- Occurrences after user accounts have been deleted or when automated processes make changes
Potential Causes Behind These Mysterious Entries
- Changes made via Google Ads API or automated tools that don’t link to user emails
- Deleted or deactivated user accounts still reflected in the change log as generic administrators
- Internal Google system operations or legacy account management processes
Why This Matters for Advertisers
Having unidentified users making changes can complicate account auditing and security monitoring. Advertisers need clarity on who modifies budgets or settings to ensure accountability and prevent unauthorized actions.
Recommendations
- Regularly review user access and permissions to minimize unknown changes
- Use Google Ads account-level notifications to track significant changes promptly
- Consult Google support for clarification if suspicious or unexplained changes appear
