Compare like with like
Use matching periods and inspect spend, conversions and derived metrics together.
Reports & Trends
What changed in your account?
Review performance changes and analysis history in context. A useful report connects the numbers to the questions and campaign decisions that follow.
Illustrative example · fictional account
Weekly account review
| Metric | Previous | Current |
|---|---|---|
| Spend | $600 | $600 |
| Conversions | 20 | 15 |
| CPA | $30 | $40 |
What changed: At the same spend, conversions fell from 20 to 15. CPA rose by 33.3%.
Read the review note
Check attribution delays, conversion tracking and the mix of ads before assigning a cause. Then compare creative and audience results over the same periods.
Investigate the cause
A change is a reason to investigate. The totals alone do not establish what caused it.
Keep the history
Return to previous analyses to compare findings and track how the account develops.