"What Changed?" Explained
The "What Changed?" feature is designed to streamline the analysis of your ad performance. With this feature, you can easily audit and refine your ad analysis process, gaining actionable insights to optimize your ad strategy.
Please note that this feature will only be available to users of Intentwise Ad Optimizer. It is applicable to sponsored products, sponsored brands, and sponsored display ad types.
With "What Changed?" you can automatically analyze your ad data and get a clear picture of what changed between different time periods, helping you make better-informed decisions.
Access "What Changed?" in the left navigation under Amazon Sponsored Ads > Insights.
How to get started?
Request tasks
You can create requests to compare different periods and manage them in a Request List. The Details page allows for in-depth analysis.
Create a New Task:
To get started, provide the date ranges for the current and previous periods. For instance, you could compare the first ten days of December 2023 with December 2022 or the first twenty days of December 2023 with November 2023.
After you add the date range, your request will be created, and you'll be notified via email once the request has been completed (it usually takes around 10 minutes). You'll be able to see the status, requester, and request date on the Request Lists page.
Note: If there is no data for the selected time periods, the request will still be marked as complete, and an exception message will be displayed.
You can find the Details page by clicking the date range under Comparison Period (it becomes clickable once the status is complete).
What Changed? Details Page
With the Details page, you'll find a comprehensive analysis with tables for each level, including top contributors, metrics cards for spend, revenue, ACOS, change drivers and an Impact Score.
Change Drivers
You can find the drivers of change and expand each of them to dive deeper. For instance, under Portfolios, you can find the contribution to change (CTC) % for spend, revenue, and ACOS.
CTC % (contribution to change) helps you see how much each part contributes to the overall change. It shows how important a portfolio, campaign, or keyword is by looking at its impact on a metric between two time periods.
The formula is: (Value in period 2 – Value in period 1) / Value in period 1) * 100
The impact score indicates which value contributed the most to the changes between these periods. It combines CTC% across metrics to identify the importance of a portfolio, campaign, keyword, etc., based on its contribution to changes in multiple relevant metrics between two time periods.
Mix change indicates how the distribution of spend for each level value has changed between two time periods. If the distribution has decreased, it will be reflected on the left side, and if it has increased, it will be on the right.
Additional metrics, such as Return on Ad Spend (ROAS), average Cost Per Click (CPC), Click Through Rate (CTR), Impressions, Clicks, Conversions, and Conversion Rate (CVR), can be accessed through the Columns tab located in the right sidebar.
For each of the change drivers, we prioritize the most significant contributors. For instance, if you have 5,000 keywords, we'll typically list the 100-200 keywords that have had the greatest impact on the performance changes during the specified periods.
To sort different metrics, simply click on the metric title. You can also copy the report URL for sharing or download the results in CSV or Excel format using the top bar.