Ad Detective helps you uncover the why behind your ad performance. Instead of just looking at KPIs in isolation, it shows you how your most important metrics (ROAS, Clicks, CPA, Conversions) developed between periods — and what actually drove those changes.
Set the Date Range
Pick your analysis period (7, 30, 90 days, etc.). The comparison period is matched automatically, but you can also choose same period last year or a custom range.
Pick a KPI
Start with one of four KPIs: ROAS, Clicks, CPA, Conversions. Each tile shows the value, % change vs. comparison, and whether the trend is positive (green) or negative (red).
Explore the Tree
Click a KPI to see the Root Cause Tree. The top tile is your KPI, branching tiles show the metrics driving the change. Expand further with the “∨” icon for deeper insights.
Read the KPI and Its Drivers
The top tile is your chosen KPI (ROAS, Clicks, CPA, or Conversions). Each branch below shows the drivers behind its change. Use the colors and % values to understand direction and scale: green = positive, red = negative.
Keep Asking “Why?”
Follow the branches and apply the “5 Whys” approach: keep asking why each driver changed until you uncover the real root cause, not just the surface symptom.
Validate with Context
Numbers alone don’t tell the full story. Cross-check with campaign changes, budget shifts, asset updates, seasonality, or competitor activities to confirm whether the detected cause makes sense.
👉 In short: read from top to bottom, follow the branches, and always tie the numbers back to real-world context.
Spot the Root Cause Quickly
Understand not just what changed, but why, so you can act with confidence.
Prioritize Fixes
Focus on the drivers with the biggest negative impact instead of spreading effort too thin.
Turn Insights into Actions
Use your findings to adjust budgets, optimize bids, update assets, refine targeting, or react to competitor moves.
Clicks Dropped
Trace if it’s fewer Impressions (reach issue), lower CTR (relevance issue), or higher CPC (competition). Act by adjusting budgets, refreshing assets, or tightening targeting.
ROAS Fell
Check if costs rose or revenue per conversion dropped. Typical causes: CPC inflation, promo/price changes, or traffic shifts. Respond with bid caps, budget shifts, or margin-focused targeting.
CPA Increased
See if it’s rising costs, fewer conversions, or lower CVR. Causes often include wasted spend, asset fatigue, or landing page issues. Fix with targeting refinements, new creatives, or conversion path improvements.