Compare and track your ads' performance over time

Curious about whether your ad is clicked more often on Fridays than Sundays? Want to easily compare ad group impressions by quarter? Google Ads provides several ways to compare performance over time. This article will show you how to compare performance across two date ranges. You’ll also learn how to use segments to drill down to specific data sets.

Instructions

Let's say that you want to know how your campaigns did last week compared with the week before. Or maybe you want to see data for the current month compared with this month last year. You can see all this by using the 'Compare to' option in the date range selector.

  1. Sign in to your Google Ads account at https://ads.google.com.
  2. Click Campaigns in the page menu.
  3. Click the down arrow in the date range in the upper right-hand corner of your screen.
  4. Click the toggle next to "Compare", to activate a second date range field.
  5. In the top range, select the dates that you’d like to measure. 
  6. Next, choose whether you’d like to compare the Previous period, the Previous year, or a Custom date range. 
  7. Click Apply. You’ll see results for both date ranges in your performance chart.

To see the comparison metrics in your statistics table, you’ll need to click the double arrows (< >) that have now appeared in each of your column headers. Doing so will expand a column to show four columns: the current date range, the previous date range, the numerical change between the two date ranges and the percentage change.

Once you've chosen a date range, both alone and as part of a comparison, those dates will apply across your account (until you change them).

The "compare to" feature lets you compare performance across two date ranges, but not more. For example, if you want to look at performance per day over the last month, it’s better to use segments, described below.

Segment your data by time

Segments can provide a more granular view of your data. For example, say that you used the date range selector to look at overall performance for the last week, then decided you wanted to see that week broken down by day.

  1. Click the segment icon Segment above your statistics table
  2. Select Time from the drop-down menu. A sub-menu will appear containing the following options:

    1. Day of the week (e.g. Monday, Tuesday, Wednesday)
    2. Day (e.g. Wed. 21 December 2011)
    3. Week
    4. Month
    5. Quarter
    6. Year
    7. Hour of the day

This will result in a split of your statistics table into rows based on the date range that you've selected. For example, when you create a 'Day of the week' segment, your single row of data will become eight rows of data: the original row plus one new row for every day of the week.

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