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      Contribution to Change

      Understand what Contribution to Change is and how you can enable it on Intentwise to identify growth and loss drivers in your campaigns.

      Contribution to Change Explained

      Contribution to Change (CTC) helps you measure how different elements impact overall performance shifts. Currently, CTC is available for Spend, Revenue, Impressions, and Clicks.

      CTC allows you to identify the campaigns, keywords, or search terms which drove the most change in spend or revenue for the period in question, by sorting CTC by highest (if there's an overall increase), or lowest (if there's an overall decrease). 

      CTC Formulas:

      • Spend CTC = (Difference in Spend / Total Previous Spend) × 100
      • Revenue CTC = (Difference in Revenue / Total Previous Revenue) × 100

      Getting Started with Contribution to Change

      Contribution to Change is available for all consolidated dashboards: Campaigns, Ad Groups, Keywords, Product/Audience Targeting, and Search Terms.


      To access the data, toggle Compare Mode in the top-right corner and select your desired Date Range.

       

      It is also available in What Changed reports, helping you understand the drivers behind performance fluctuations. Learn more.

      How to Use Contribution to Change

      The total CTC equals the Total Change %, representing how much the metric has shifted between periods. By sorting CTC: 

      • Descending order reveals the biggest positive contributors.

      • Ascending order uncovers the biggest negative contributors.

      Tactical Strategies for Using CTC Insights

      1. Identify Quick Wins: If a campaign or keyword is driving positive change, consider scaling its budget or doubling down on similar strategies.

      2. Spot Emerging Issues: Negative contributors may reveal underperforming keywords, budget misallocations, or changes in audience behavior. Investigate these quickly to mitigate further losses.

      3. Refine Bidding Strategies: If high CTC spend contributors aren't improving revenue, review your bidding strategy for potential inefficiencies.

      4. Analyze Creative Performance: Identify creative assets linked to positive CTC values and consider testing those across additional campaigns.

      5. Investigate Seasonality or Trends: Review negative CTC values to spot seasonal impacts or trends. Adjust campaign timing or messaging accordingly.

      By leveraging CTC effectively, you can make data-driven decisions that maximize growth opportunities and address potential performance risks.