What does it do?
The Performance Comparison tool lets you compare almost any combination of campaigns, ad groups, labels, networks, and devices in your Google Ads and Microsoft Ads accounts. It can be used to isolate problem areas in the account by drilling down to the campaign level for each device and network.
Note: Search Partners and YouTube data comparison is not available for analyzing Microsoft Ads accounts.
Quick tips on how to use it to find areas that need to be optimized:
Start by comparing the search and display network with each other.
Select 'Google Search and Search Partners' in Selection 1 and 'Display Network' in Selection 2. Click compare to see the results.
If you see in the results that, for example, there's a high difference breach in the networks' cost/conversion (CPA) where its higher on the display network than on the search network, you can use the comparison tool to drill deeper and find what device is causing the problem.
Perform an in-depth analysis of the performance of various campaigns and ad groups on different networks and devices. Eg: Compare the performance of mobile on display network v/s desktops on display.
The result segmentation option is a great way of viewing the details of performance changes by device, network, campaign and ad group, with much more granular detail for each.
For example, in the screenshot below, you'll see the results segmented by device, where you'll have a row for each (computers, mobile devices with full browsers, tablets with full browsers, others, and devices streaming content to TV screens).
For each metric you'll have 3 columns: Date 1, Date 2 and Change. This means that you'll see data for Impressions during 15 - 21 July, 22 - 28 July and the changes that these values accrued in these two time frames.
The same goes for each metric to the side. This is also broken down by each device, giving you great insights onto where your optimizations should focus on.