Editing any account or campaign settings, such as bid strategy, bid adjustments, bids, budget, keywords, audiences, demographics, and ad scheduling can change your performance.
Any changes to your conversion action settings (particularly conversion windows, conversion counting options, or selective optimization settings), can also impact your campaign’s performance while the system adapts and optimizes towards these new settings.
What you can do
Check change history for updates made to the account or campaign.
Need something else?
Check other common reasons why your campaign performance is fluctuating.
