What does the insights page primarily help identify regarding campaign performance?

The insights page plays a crucial role in analyzing and understanding the performance of advertising campaigns. It primarily helps identify the drivers of a campaign's performance on a week-on-week and month-on-month basis. This means that marketers can track how various elements of their campaigns, such as budget changes, audience segments, and creative adjustments, influence the overall effectiveness and results over time.

Identifying these drivers is essential for optimizing campaigns because it allows marketers to pinpoint specific factors that contribute to performance fluctuations. By understanding what works well and what doesn't, advertisers can make informed decisions to enhance their strategies and improve future results. This insight into performance trends over time helps in adjusting tactics that align with the market dynamics or shifts in consumer behavior.

While aspects like visibility against competitors, conversion rates, and keyword performance are important for overall campaign management, they do not provide the strategic insights regarding performance changes across different time frames that the insights page focuses on. This makes the identification of performance drivers the primary purpose of the insights page in the context of campaign evaluation.