Root cause analysis with the Performance Analyzer

Get a visual flowchart of your performance trends

The Performance Analyzer lets you compare data across two time periods to understand what’s driving performance changes. Use the visual flowchart to see how metrics interact, then drill into individual metrics for deeper insight.

Get started under Performance > Analyzer.

Customizing your analysis

Customize your parameters to focus on what matters most to you:

• Select your campaign type(s)

• Choose whether to include campaign experiments

• Select campaigns by status, name, or label

• Define the time period and compare data against the previous period, the same period last year, or a custom time frame

• Choose between conversions or all conversions

• Click Compare to generate your visual flowchart

Analyzing the flow chart

The color coding pinpoints areas where performance has changed. The influencing factors in the right-hand column provide insights into how to improve results.

The analysis is split into three sections, putting the metrics into context:

1. Before the click

2. Click takes place

3. Conversion takes place

Color coding Green = Improved, Orange = Declined, Gray = No significant change

Each box in the flowchart has a blue list icon you can click to see the affected campaigns. If relevant, you can drill down to the ad/asset group and keyword levels.

Example of how 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.

Integrated performance analysis

You can also access the Performance Analyzer from Performance > Overview, as well as other places across Adalysis.

Click on View root cause analysis or choose any data point in the chart, plus a comparison time period. The Performance Analyzer will start automatically, preloaded with the parameters needed.

Sharing your findings

Many Adalysis customers use the Performance Analyzer to communicate insights with their teams or clients. You can share your screen during meetings or download the flowchart as a PDF.