Paid Performance Trend in Ads Reporting is designed to simplify comparing the performance of previous campaigns. With this new feature, you can visualize the performance of your campaigns on a single canvas, enabling easy comparison of key parameters across different time periods. It eliminates the need to switch between different Dashboards and provides immediate insights, enabling efficient and informed decision-making.

Paid Performance Trend is particularly beneficial for professionals who are responsible for overseeing multiple advertising campaigns, analyzing performance metrics, and optimizing strategies to achieve the best results. For example, if you want to analyze and compare the performance of a specific group of campaigns, such as Christmas campaigns from the past five years, during their first ten days. Now, you select the relevant campaigns and specify the time duration in the “Performance Trend” filter, in this case, 10 days.

Using Paid Performance Trend, you can gain valuable insights into your campaigns, which include:

• Gain a deeper understanding of how each campaign evolves over its lifecycle by quickly identifying peaks, valleys, and significant shifts in performance.

• Spot trends that might be missed when viewing campaigns in isolation.

• Observe how changes in strategy or external factors, such as seasonality, impact each campaign.

• Display historical performance data on a timeline to determine which tactics were effective and which were not.

Configure Performance Trend Filter

Follow these steps to configure the Performance Trend filter:

Step 1: Plot Relevant Metrics and Dimensions for the Widget

Create a Paid Custom Widget with the “Paid Initiative Name” and “Day of Performance” Dimensions plotted along with other parameters you want to analyze, such as conversions, impressions, ROI, or engagement.

Step 2: Select Visualization for the Widget

You need to select the optimal visualization for the Widget. Although any visualization can be selected while creating the Widget, the Line and Spline visualizations are recommended for optimal results.

Step 3: Select Filters for the Widget

Using the “Paid Initiative Name” filter, select the relevant campaigns for comparison.

Subsequently, select the day range for which the comparison must be made using the “Performance Trend” filter. You can specify the comparison duration in days or weeks. While configuring the Performance Trend filter, you can select from the Paid Initiative, Ad Set, or Ad Variant Advertisement Entities.

• Paid Initiative: All the Ads under Paid Initiatives that have performance in the specified duration will show data.

• Ad Set: All the Ad Variants under the Ad Set that have performance in the specified duration will show data.

• Ad Variant: All the Ad Variants that have performance in the specified duration will show data.

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These filters can be selected and configured either in the Widget Builder or from the Dashboard filters.

With the campaigns laid out over time, you’ll instantly see which campaigns perform better at specific times. You can easily spot correlations between changes in strategy or timing and shifts in performance. By using the Performance Trend filter, you can quickly identify which campaign is performing best and understand the reasons behind its success. This feature provides a clear, consolidated view of multiple campaigns over time, enabling you to make more informed and timely decisions.

Example Scenario

For example, a paid media manager is responsible for ensuring the successful launch of the new Black Friday campaigns for 2024. They are tasked with the following objectives:

• Objective A: Understand how the campaign performs for the starting 0-7th, 0-14th, and 0-28th days compared to similar Black Friday campaigns.

• Objective B: Understand how the campaign performs on specific days, such as the 20th and 40th days of similar Black Friday campaigns.

Here are the details on the Black Friday campaigns launched in the past:

The Paid Performance Trend feature would break down the individual dates of the campaign like below:

After configuring the Widgets as described in the preceding configuration section, the image below illustrates the expected view: