Use the top movers report to help explain performance changes, or as a way to regularly monitor your account. It identifies the campaigns and ad groups responsible for the biggest changes (both increases and decreases) in clicks, spend, and conversions during a specified time period, and provide possible causes of the change and suggested actions.
How it works: If you choose a duration of 7 days and a comparison ending date of January 30, the top movers report will show data for January 24-30. It will compare this date range against the date range immediately prior to it, equal in length of time. In this example, data for January 17-23 would compare against January 24-30.
The top movers report identifies up to 10 campaigns or ad groups that saw the biggest changes in spend, clicks, and conversions between the specified time periods, as measured by numerical size of change. At the top of the report is a summary of the following data:
The totals for each time period are shown below the change metrics.
Top movers list
In the summary table, click Spend, Clicks or Conversions to see the list of top movers in the table below. Each row shows one top mover. Depending on what you click, the details column shows key statistics, such as impressions, clicks, CTR, average position, average CPC, spend, conversions, CPA, or conversation rate.
A top mover can be a campaign or ad group and you can find the name in the Top mover column. If a device or network contributed significantly to the performance change, the top mover will show the device or network segment in the Top mover column. The numbers reported in the Change and Details columns are for this segment only.
If available, the details section also includes possible causes for the top movers, such as "keywords were added" or "the budget increased." Possible causes considers:
You’ll also see possible actions for you to take, providing easy access to the change history report and to exploring opportunities to increase clicks and spend.