Situated in the Dimensions tab, the report judge against performance for two successive periods of identical duration, and discover the campaigns and ad groups that went through the biggest alteration among the two times.
You can evaluate periods of 7, 14, or 28 (days), or observe reports created in the last ninety days. On top of the report is a layout showing 10 of the biggest moves in clicks or budget. Alterations that aren’t noteworthy to be a top mover are located in Other changes.
Below the summary is a detail on each top mover. You can choose which you’d wish to look at by clicking the “Cost”, “Clicks”, "Conversions" or "Converted clicks" headers above the table. Top movers are divided by Network, so you can perceive whether the alterations are emanating via Google search or Search partners traffic.
Google will in addition mention possible causes of traffic changes in the vein of whether keywords were added, ad group was paused, bids were increased and more.
A top mover is judged first and foremost by size of the alteration, not the proportion of the change.
Reports for every day are updated by 6:30 PM PST on the subsequent day. Top movers reports are accessible for up to 90 days.
Conversions have been added recently
Google has also enhanced those reports to include conversion statistics and device based insights.
The supplementary conversion statistics will assist you trace and comprehend which changes brought you the best benefits.
Google says :
"a recent change made to one of your landing pages may have disproportionately impacted the conversion rate for one or more of your ad groups. With conversions in the top movers report, it will be easy for you to identify those ad groups so you can quickly address them."
The additional device based insights will assist you observe if a device is the reason for the boost in performance.