- Performance:Clicks, Impr., CTR, Avg. CPC, Avg. CPM, Cost, Avg. Pos.
- Conversions:Conversions (1-per-click), Cost / conversion (1-per-click), Conversion rate (1-per-click), View-through Conversions, Conversions (many-per-click), Cost / conversion (many-per-click), Conversion rate (many-per-click)
- Competitive Metrics: Relative CTR
- Google Analytics: Bounce rate, Pages / visit, Avg. visit duration (seconds)
Summary: A date comparison option has been available in Analytics for years, but many of us have wondered why it was never available inside of Adwords as well. Well, it seems that Google has heard the request because today the feature was added... but don't get too excited - it's very limited on features at this point. At least it's a step in the right direction. If you're like me, you've been wishing for years that Google would allow us to compare date ranges in Adwords the same way we can in Analytics. Well, it looks like our prayers have finally been answered... sort of. Today while I was just checking in on a couple of client campaigns I noticed that the calendar looked a little different when selecting a custom date range. Nothing dramatic jumped out at me, but it looked like some minor cosmetic changes had been made. This struck me as a little odd mainly because a whole new interface had rolled out just a few months ago, but it was still a minor tweak. Then I saw the little "Compare dates" button and probably got a little more excited than I should have (I may have said "sweet!" under my breath, but still audibly). Check it, first here at the account level (click to enlarge): In the screenshot above you can see both the new "Compare dates" option and the new look of the calendars, as well as the resulting graph that is created. Unfortunately, that graph is the only place we're shown comparison data, and you have to mouse over each individual day to see daily comparison's. There's no way, for example, to compare metrics from September to August in the aggregate - it's all daily. But I think we can all agree that daily comparisons won't tell us much (we could be comparing different days of the week, holidays to non-holidays, etc.), and we get a much better sense of Adwords campaign performance by looking at larger data sets. Before I commence further whining about this *feature*, let's take a look at a screenshot of one of these graphs when you're drilled down to an individual campaign and mousing over a date: