The workflow
Contribution
See which parts of the account drove the overall movement.
Contribution helps you prioritize. It shows how much each campaign or other supported breakdown contributed to the change in the selected KPI.
Read each campaign as one group
In Details, the campaign name, its share of the account movement, and its own before-and-after KPI belong together. The campaign KPI describes that campaign; its contribution describes its effect on the account result.
| Number | What it answers |
|---|---|
| Campaign CPA: $40 → $44 | How did this campaign’s cost per conversion change? |
| Share of account CPA increase | How much did this campaign contribute to the overall rise? |
The numbers above are an example, not a result from your account.
Start with the largest drivers
Choose a breakdown, then review the leading contributors. A small campaign can have a large percentage change without moving the account much. A larger campaign with a smaller change may deserve attention first.
Read improvements and declines together
Some campaigns can offset others. Read both directions rather than adding only the worsening rows. For ratio metrics such as CPA and ROAS, account totals depend on the underlying spend, conversions, and value; campaign percentages are not interchangeable with contribution.