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Google Releases New “Explain” Feature

Caitlin Gioia - January 3, 2020

What is changing: Google Ads will now provide explanations for why specific changes in performance likely occurred. Advertisers can request explanations by clicking on the new “See Explanations” button. Significant changes will be emphasized in blue, as shown in the example below.

What this means for you: With explanations, advertisers can view the most likely reasons for impression, click, and cost changes with only a click of a button. This makes it easy for advertisers to spend more time focusing on optimizations, and less time analyzing performance issues.

Google asks that advertisers keep the following in mind before getting started:

  1. Explanations is currently available for manual CPC or eCPC Search campaigns
  2. Explanations can compare two time periods of equal length within the last 90 days
  3. Explanations may only show campaigns with significant performance changes
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