Resources

Choose periods that answer the same question.

The two ranges

Pick a fair baseline

• Use complete periods when possible. Avoid comparing half a day with a full day.
• Match the weekday mix for a weekly review.
• Account for promotions, holidays, and other changes in demand.
• Use enough volume to judge the KPI; a large percentage from a very small baseline can mislead.

Conversion source and lag

The conversion source determines which conversions the view counts. Keep it consistent when comparing CPA, ROAS, or volume.

Conversion lag is the delay before conversions appear in reporting. Review the lag setting and the resulting date boundaries when reading recent performance. An adjustment can make a comparison more useful, but it cannot predict conversions that have not arrived.

Account time and currency

Read dates in the ad account’s reporting timezone and amounts in its currency. Two reports can disagree if their date boundaries or conversion settings differ.

Fixed and rolling ranges

Fixed dates keep a specific period. Rolling ranges move with time. Choose the right one when saving a view or repeating a review.