What is the primary purpose of the Data Compare function in performance advertising?

The primary purpose of the Data Compare function in performance advertising is to assess two contiguous time periods of equal length. This functionality allows advertisers to evaluate performance metrics, such as clicks, conversions, and engagement, over specific time frames. By comparing these two periods, advertisers can identify trends, measure the effectiveness of their campaigns, and make informed decisions regarding strategy adjustments.

Focusing on two equal time periods ensures that the comparison is fair and relevant, as it accounts for factors such as seasonality or cyclical trends that might impact performance. This analysis helps in understanding whether advertising strategies have improved, declined, or remained consistent, thus enabling smarter optimizations in future campaigns.