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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, Microsoft Ads, and Amazon 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. Labels, Networks, and Devices data comparison is not available for analyzing Amazon 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 big gap between 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 in performance between these two-time frames.
This is also broken down by each device, giving you great insights into where your optimizations should focus on.