The Trends view helps you understand how your key performance metrics change over time.
It compares two time periods side by side so you can quickly see whether performance is improving, declining, or staying consistent.
When used alongside AI Chat, it’s a helpful way to understand why metrics are behaving the way they are and what actions you might take next.
Where to find Trends
Inside an ad account, open the Performance tab from the left-hand menu.
Select Trends
Understanding the layout
Each table represents a metric category, such as Acquisition, Conversions, Financials, or Impression Share.
Columns display values for the current period and the previous period, followed by the percentage change.
Colour indicators and directional arrows highlight whether the change is positive or negative.
A small spark line graph shows the overall trend is behaving — either increasing, decreasing, or remaining stable.
Selecting your data
Date range
Use the date picker elector at the top right to choose which periods to compare.
Campaigns
Click the pencil icon next to Campaigns at the top of the page to select which campaigns to include and exclude from the data.
Conversion Actions
Click the pencil icon next to Conversions Actions at the top of the page to select which campaigns to include and exclude from the data.
Analysing with AI
You can send data from the Trends tables to Chat to get a deeper explanation of what’s happening.
Click Analyse with AI above any table to send all of the data from that table to Chat for analysis.
If you want to focus on a specific metric, click Explain next to that KPI instead. This sends just that metric and its comparison data to Chat.
Once the data is sent, Chat understands the context of what you were viewing. It can summarise the changes, highlight important patterns, and connect related metrics — for example, explaining how changes in impressions, budget pacing, or click-through rate may have influenced conversions or ROAS.
Use these explanations as a starting point to understand performance changes and decide what to investigate or optimise next.
Exporting data
Click Export CSV to download the data from any table for record keeping or further analysis.
Exported files include both the comparison periods and calculated percentage changes.