> For the complete documentation index, see [llms.txt](https://docs.adalysis.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.adalysis.com/tools/performance/root-cause-analysis-with-the-performance-analyzer.md).

# Root cause analysis with the Performance Analyzer

Get a visual flowchart of your performance trends

{% embed url="<https://youtu.be/mKZPieQB7Os>" %}

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. You can also get an AI summary of the overall analysis and for specific metrics.

​Get started under **Performance** > **Analyzer**.

### Customizing your analysis

<figure><img src="https://3203600314-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGlXujWJyreRidNjZDCw2%2Fuploads%2FOjzgJv4BsZ9pKywo3NhW%2Fimage.png?alt=media&amp;token=75756380-f7ec-4e7b-bb0d-9802701d50b4" alt=""><figcaption></figcaption></figure>

<figure><img src="https://3203600314-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGlXujWJyreRidNjZDCw2%2Fuploads%2FhJ8fC6ZARRdoFoEAthmP%2F%7B762FCB13-E7B1-4ACF-B762-CD07EB8BF676%7D.png?alt=media&amp;token=5a0f5edc-074f-44be-9309-3d4defabcfe6" alt="" width="286"><figcaption></figcaption></figure>

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

* [x] Select your **campaign type(s)**
* [x] Choose whether to include **campaign experiments**
* [x] Select campaigns by **status, name, or label**
* [x] Define the **time period** and compare data against the previous period, the same period last year, or a custom time frame
* [x] Choose between **conversions or all conversions**
* [x] Click **Compare** to generate your analysis

### Analyzing your results

**Explain with AI** provides a summary of the changes and underlying factors.

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**\ <mark style="background-color:green;">Green</mark> = Improved, <mark style="background-color:orange;">Orange</mark> = Declined, Gray = No significant change

<figure><img src="https://3203600314-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGlXujWJyreRidNjZDCw2%2Fuploads%2FIiA4jtVL5wU2ifHBpdtI%2FPerformance%20analyzer.png?alt=media&amp;token=d13bddce-3363-4a92-a962-7dce5e32d221" alt=""><figcaption></figcaption></figure>

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. The sparkle icon provides an AI summary for that specific metric.

You can also see your **Google Ads change history** from above the flowchart and via the blue icons.

<figure><img src="https://3203600314-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGlXujWJyreRidNjZDCw2%2Fuploads%2FFjMTzRbZ5IwcyInRJ2QK%2Fimage.png?alt=media&amp;token=bf33e931-21ab-4c58-a1c1-7fbd15d69f5e" alt=""><figcaption></figcaption></figure>

<details>

<summary>Example of how to use the Performance Analyzer</summary>

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.

</details>

#### Conversion action sets

If you've created [conversion sets](https://docs.adalysis.com/onboarding/getting-started/core-account-settings/conversion-actions) for the account, a **Conversion action sets** band appears below the flowchart when you click **Compare**. It shows one row per set, comparing your two time periods on:

* **All conv.**
* **Cost / all conv.**
* **All conv. value**
* **All conv. rate**
* **ROAS**

Each figure shows the current value vs the previous one, with the absolute and percentage change. Green means the metric improved and orange means it declined.

<figure><img src="https://3203600314-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGlXujWJyreRidNjZDCw2%2Fuploads%2FwZfWPn2tRGkdb6pItqeD%2Fimage.png?alt=media&amp;token=798775d9-0bd4-4009-bb6d-293db8a6e470" alt="" width="563"><figcaption></figcaption></figure>

**Click any figure** to see it broken down by campaign, with the absolute and percentage change for each campaign.

Use **Set membership** in the **Drivers to review** column to jump to **Manage** > **Conversions** > **Conversion sets** and check which conversion actions each set contains.

> **Good to know**
>
> * Set figures are **All conversions**, not **Conversions**. A conversion action can belong to more than one set, so the set totals can add up to more than the account's All conv.
> * Cost and clicks come from the same campaigns as the flowchart.
> * The band isn't shown when a segment (e.g. device, location or audience) is applied, because conversion actions can't be broken down by segment.
> * The campaign breakdown doesn't drill down to ad group or keyword level.
> * The band isn't included in the PDF download or in **Explain with AI**.
> * Available for Google Ads and Microsoft Advertising accounts.

If the account doesn't have any conversion sets yet, the band links you to **Manage** > **Conversions**, where you can create them.

#### Google Analytics data

If the Google Ads account is connected to a GA4 property, click **Analyze GA4 data** next to the **Compare** button to see what happened on your site during the same periods. Find out more in the [Google Analytics data](/tools/performance/analyze-google-analytics-data.md).

### Integrated performance analysis

You can also access the Performance Analyzer from **Performance** > **Overview** and other places across Adalysis.

<figure><img src="https://3203600314-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGlXujWJyreRidNjZDCw2%2Fuploads%2FgCgT7GKv9ueBO172gKFN%2Fimage.png?alt=media&amp;token=a3f78a7d-1423-4f33-b6fc-5dcd79c0e881" alt=""><figcaption></figcaption></figure>

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.

<figure><img src="https://3203600314-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGlXujWJyreRidNjZDCw2%2Fuploads%2FfeaL0ffQOERFYjTuucrM%2Fimage.png?alt=media&amp;token=832db564-c532-4b8c-a7ba-6721805413c4" alt="" width="254"><figcaption></figcaption></figure>

### 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 analysis as a PDF.

<figure><img src="https://3203600314-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGlXujWJyreRidNjZDCw2%2Fuploads%2FwyK7MPQbRNL1UBugtXgF%2Fimage.png?alt=media&amp;token=8d9e3a9e-dbbb-4782-b631-a729380a2f9c" alt=""><figcaption></figcaption></figure>