Segments and comparing

SegmentsWhere your result is

In the segment view you break down your results to see where things go well and less well. You see your best and worst segments on CPA, and tables with cost, conversions and CPA per device, per network and per search term.

Use this to aim. A segment with a lot of cost and few conversions is a candidate to exclude or bid lower on. A segment with a low CPA is a candidate to give more budget or a higher bid.

TableNumbers side by side

The table view lays out your metrics grouped by acquisition, totals and financial, with the first half, the second half and the difference side by side. That way you see at a glance which way things are going. For the difference, watch the direction: rising costs with falling conversions is a sign to intervene.