This article will guide you through the features available in your campaign performance report, including how to analyze campaign performance over time, by device type, and using various filters. You’ll learn how to interpret the data through graphs and heatmaps, and how to customize your view using filters to make data-driven decisions for your campaigns.
Analyzing Campaign Performance Over Time #
The campaign performance report provides a variety of graphs to help you understand how your ads perform over different days and times. By reviewing these graphs, you can make informed decisions about your ad scheduling.
One of the key features is the ability to compare performance across weekends and workdays. For example, if you notice that your campaigns perform better during the workweek, you may want to use the Ad Scheduling tool to pause your ads on weekends.
As you explore the graphs, you’ll notice that they adjust based on the metric selected. For instance, when you switch to “impressions” data, the graph updates to show you how your campaigns are performing based on the number of impressions at different times of the day.
Comparing Performance by Device Type #
In addition to time-based analysis, the report provides separate data for desktop and non-desktop devices (such as mobile and tablet).
By viewing these graphs, you can see distinct patterns:
- Desktop impressions tend to peak during workdays and drop significantly in the evening.
- Mobile and tablet impressions, however, remain more consistent throughout the day, even during evening hours.
This distinction can help you decide whether your desktop campaigns need to be adjusted to better align with user activity throughout the day. You can also analyze mobile and tablet performance to see if there’s room to further optimize your ads for these devices.
Using the Heatmap for a Quick Overview #
For those who prefer working with tables instead of graphs, the report also includes a heatmap. The heatmap displays the number of impressions and clicks over specific hours of the day and days of the week. It visually highlights when your campaigns receive the most activity, allowing you to quickly spot trends and decide when to allocate more or less of your budget.
Filtering Data for Deeper Analysis #
The report includes a variety of filters that allow you to narrow down the data to the most relevant information for your campaigns. These filters enable you to customize the report according to your needs. Here’s an overview of the available filter options:
Date Filter
The Date Filter allows you to adjust the time range for the data you wish to view. Keep in mind that the data you see will reflect the period when data collection began. For instance, if your data collection started in May, any reports will only show data from May onward, even if the filter is set to last year.
Days of the Week
You can also filter the data based on specific days of the week. This is useful if you want to analyze performance on particular days or compare performance across weekdays and weekends.
Device Type
If you want to see how your campaigns perform on different devices, the Device Type filter allows you to select desktop, mobile, or tablet devices. This way, you can analyze the performance on each device and adjust your campaigns accordingly.
Campaign Groups and Campaigns
For more specific analysis, you can filter data based on Campaign Groups and individual Campaigns. By selecting specific Campaign Groups or individual campaigns, you can drill down into the performance of specific ads or ad sets. This helps you analyze the impact of certain strategies or target audiences more effectively.
Applying Filters and Viewing the Data #
After you’ve selected your desired filters, click the Apply button to update the report with your chosen criteria. The data displayed will then reflect the selected filters, allowing you to focus on the metrics and campaigns that matter most to your analysis.
Time Zone Considerations #
By default, the report displays data based on the Eastern Standard Time (EST) time zone. However, if your account is set to a different time zone, the report will automatically adjust to reflect the correct time zone for you.
To verify or update the time zone, you can check the User Settings section of your account. This ensures that the data is displayed according to the correct time zone and is aligned with your local time.
Conclusion #
The campaign performance report is a powerful tool for analyzing and optimizing your campaigns. By using the available graphs, heatmaps, and filters, you can gain valuable insights into how your ads perform across different devices, times, and campaigns. With this information, you can make informed decisions on scheduling, targeting, and ad performance improvements.