Overview

Identify performance opportunities with Adalysis

PPC performance doesn’t happen through guesswork. It comes from spotting what’s working, what’s not, and why. Whether you’re tracking overall trends or investigating sudden shifts, it’s easy to lose time digging through reports.

Adalysis helps you move faster, with automated insights and performance breakdowns. You’ll spend less time wrangling data and more time making smart decisions.

This tutorial will help you get started. Watch the video, skip to the most relevant section for you, or work through these four key steps. The choice is yours.

• Check out your performance overview

• Create a comparison with the Performance Analyzer

• Create your first performance monitor

• Dive into your segment insights

Performance overview

Head over to Performance > Overview for a summary of your account KPIs. You can select campaigns by type, label, or name. Then, choose the timeframe you want to look at.

To dig deeper into trends, choose View root cause analysis. You can also click on any data point in the chart — both will activate the Performance Analyzer.

Alternatively, select up to four KPIs to compare in your chart, from a comprehensive list of 20+ metrics. View campaign breakdown recreates the same chart on a campaign level.

Search impression share

Scroll down for a breakdown of your search impression share by day and budget/rank. While Google uses lost impression share to report on the percentage of lost impressions, Adalysis also analyzes daily performance data and traffic fluctuations. This approach accurately identifies opportunities to capture more impressions.

Click View campaign breakdown to see the same chart for each active campaign.

Search impression position

At the end of the overview, you'll also find data on your search impression position. Track it over time or choose View campaign breakdown for more details. By aggregating this data in one place, Adalysis saves you time from data crunching and spreadsheets.

Performance monitors & alerts

Detect big trends in your account before anyone else does. Performance monitors track key metrics so you don't have to. Then, alerts let you know if a trend needs your attention.

You can find performance monitors and alerts both on your Accounts overview and under Audit > Monitors. Try them for yourself.

Accounts overview

For example, you may want to set up a target CPA monitor for alerts when this metric is underperforming. You can then investigate potential causes such as rising CPCs, landing page issues, or reduced conversion intent.

Create a performance monitor

Apply a monitor to several accounts

Some monitors will be active by default when you link an account to Adalysis. We recommend reviewing the default settings to ensure they're relevant to your account goals.

When creating a performance monitor, you can click on prebuilt options to copy and edit. This can make it easier to decide what to monitor.

Common ways to use the Performance Analyzer

In your performance overview, you notice that conversions in one of your accounts are down more than 15% week-over-week.

Click View root cause analysis to launch the Performance Analyzer. This helps you to quickly trace major shifts in key metrics. You may find that your drop in conversions is tied to a drop in CTR, caused by lower ad positions.

Improving ad relevance, examining your search terms, testing ads, or working on your landing page can help to reverse this trend.

Root cause analysis

The Performance Analyzer lets you easily compare data across two time frames. The visual flowchart helps you to quickly identify what's driving the changes and how different metrics interact. You can also drill down into individual metrics for deeper insights and take action with confidence.

Access this tool under Performance > Analyzer.

Explore the Performance Analyzer

Segment insights

Dig deeper into campaign performance, with segment insights across ten categories, including device, gender, parental status, and more.

Find out more about the geo heatmap

Analyze hour of the week performance

Common ways to use segment insights

Here are some more examples:

1. Looking at device performance in Adalysis, you notice that the mobile user conversion rate is 30% higher than for desktop users. Depending on your bidding strategy and account, you can increase mobile bids by +25% to raise visibility on this device type.

2. In Adalysis, you can quickly see that users aged 35–54 consistently generate the most conversions at the lowest CPA. Users aged 18–24 rarely convert, despite a high volume of clicks and associated cost. You may wish to apply tiered bid adjustments, with a negative adjustment for the lower age range and higher bids for older users.

3. You notice that the in-market audience for ‘flower delivery’ is performing better than average. It has a lower cost per acquisition (CPA) and a higher conversion rate. To focus spend without narrowing your overall targeting, you could apply a +20% audience bid adjustment in Adalysis.

You’ll need to first create observational audiences in Google Ads in order to apply bid adjustments based on audiences.

Performance data is integrated on most screens across the platform. This is a key aspect of how Adalysis can save you time and support data-driven decision-making.