Date Comparison helps to evaluate the performance of campaigns over time and see the impact of changes. Advertisers now have another valuable tool to manage and improve the results of their search ad campaigns. You can:
- See performance changes at a glance for all metrics in the scorecard, or for a single metric in the chart.
- Compare to prior period or prior year: Comparing this week to last week is just a click away in the UI, as is comparing this month to the same month last year.
- Compare custom date ranges lets you set your own date ranges.
- Download date comparison reports to Excel for more in-depth reporting.
- Compare by percentage change or absolute change so you can rely on the metric that is most important for your business.
- Sort and view multiple items to see date comparisons in columns.
- Detect trends even with day of week variations with a chart that smartly aligns to show you the most meaningful performance comparisons.
- Work effectively over longer time periods with automatic aggregation to weeks for ranges 3 months or longer.
Filters are only applied to the more recent date range. The new Search Ads 360 calculates the reporting data for the earlier date range without taking the filter into consideration.
Compare date ranges
- In the new Search Ads 360 UI, make sure you’re on a page that displays statistics, such as a manager, sub-manager, or client account. The Bid strategies and Labels page will also work.
- In the date range selection tool in the upper right-hand corner, select the first date range as usual.
- In the date window, you may need to toggle on “Compare”.
- Click Apply.
- The performance summary graph provides a visual comparison of the two date ranges. You can choose a different metric above the graph to pull in more metrics on the chart. If the graph doesn’t appear, tap the chevron at the upper right of the table.
- The scorecard above the graph shows an arrow along with the percentage change (in most cases) for each metric, to indicate the difference from the first date range to the second. In some cases it will show the value.
- The statistics table below the scorecard displays, for each metric including, clicks, impressions, cost, etc.
- The comparison remains as you click through various pages. (The Change history page does not show the graph.)