performance analyzer

KPI monitoring & diagnosis: Why did your conversions and conversion rate change?

February 25, 2020 Brad General, Performance Analyzer

Continuing our KPI monitoring & diagnosis series, we’re going to dig into investigating changes to your conversions. When you see large conversion changes, it can be a great day (when they’re trending upwards) or a tough day full of analysis and changes (when they’re going down). As a reminder, this data doesn’t exist in a […]

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KPI monitoring & diagnosis: why do your CPC and cost change?

January 13, 2020 Brad General, Performance Analyzer

Continuing our KPI monitoring & diagnosis series, we’re going to dig into investigating changes to your cost per click. This is either very easy to examine or complicated as the factors that can affect CPC can vary depending on the changes you have made, and your competitors’ changes. As a reminder, this data doesn’t exist […]

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KPI monitoring & diagnosis: why does your CTR change over time?

October 8, 2019 Brad General, Performance Analyzer

Continuing our KPI monitoring & diagnosis series, we’re going to dig into examining changes to click through rate (CTR). This is is one of the more complicated changes as there are so many factors that might be involved. As a reminder, this data doesn’t exist in a vacuum. It’s easiest to see this information in […]

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The Free Google Data Studio Performance Analyzer Template has been Updated with New Information

October 1, 2019 Brad General, Performance Analyzer, Reporting

We’ve updated the Google Data Studio template that we use for the Performance Analyzer KPI monitoring series with several new features. If you’re not familiar with this template, it’s the easiest way to tell data driven PPC stories by just glancing at a metric comparison. The New Features Top & Absolute Top Impression Share As […]

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KPI Monitoring & Diagnosis: Why Does the Number of Clicks You Receive Change Over Time?

September 10, 2019 Brad General, Performance Analyzer

In our continuing series on KPI Monitoring & Diagnosis, today we’re going to dig into examining changes to Click Volume. There are several reasons that your clicks change when comparing two time frames. The most common is that your overall impressions changed. If your impressions go up or down, then in most cases, you will […]

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PPC & KPI monitoring: how to diagnose lost search impression share rank & top impression share changes

September 4, 2019 Brad General, Performance Analyzer

In today’s installment of our KPI monitoring & diagnosis series, we’ll focus on analyzing changes in impression share lost due to rank and top impression share. These two metrics are highly related as having a high absolute or top impression share (IS) percentage is directly related to having a high ad rank. As ad rank […]

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PPC & KPI monitoring: how to diagnose impression share loss due to budget

July 25, 2019 Brad General, Performance Analyzer

We’re continuing our series on KPI monitoring & diagnosis with an in-depth look into why you lose impression share due to budget. This is referred to as Lost IS (budget) in Google Ads. Impression share loss due to budget essentially means you don’t have a high enough budget to show your ads all the time. […]

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PPC & KPI Monitoring: How to Diagnose Changes to Your Impression and Search Volume

July 16, 2019 Brad General, Performance Analyzer

In our continuing series on KPI Monitoring & Diagnosis, today we’re going to dig into examining changes to impressions and search volume and what leads to these changes. To arrive at these metrics, we’re using some basic math. Impressions are the number of times your ads were displayed by the level you are looking at […]

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How to Ensure You Analyze the Correct Data, Time Periods, Timeframes, and Trends for Diagnosing and Optimizing Your PPC Account

July 2, 2019 Brad General, Performance Analyzer

In our ongoing series about how to analyze data change for the Performance Analyzer (available as a Data Studio template or an Automated Tool for Adalysis subscribers), today we’re going to look at trending. If you want to know what metrics made your account performance go up or down, you need to understand how metrics […]

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How to Automate Your Google Ads KPI Monitoring and Easily Put Fixes into Place to Increase Your KPIs

June 25, 2019 Brad General, Performance Analyzer

We’re a big fan of automatically monitoring KPIs and having quick investigation tools into examining why the data changed. Over the next few weeks, we’re going to look deeply into each aspect of the Performance Analyzer tool (available for Adalysis members or via a Free Google Data Studio report). This report can make diagnosing KPI […]

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