Comparing Performance Over Time
Raw numbers rarely tell the full story.
Professional reporting compares performance across multiple timeframes.
Common comparison types include:
Week-over-Week (WoW)
Useful for identifying short-term performance shifts.
Example insights:
- campaign adjustments improving CTR
- temporary fluctuations due to seasonality
Month-over-Month (MoM)
More reliable for evaluating optimization impact.
Example insights:
- gradual CPA improvement
- improved conversion rate after landing page updates
Year-over-Year (YoY)
Most valuable for businesses with strong seasonal patterns.
Example insights:
- comparing holiday performance
- evaluating long-term growth trends
Using multiple comparisons helps distinguish temporary fluctuations from real performance trends.