Comparing Periods via AI

The AI assistant automatically compares metrics between two periods and shows the absolute and percentage change.

How to phrase a comparison question

Use keywords like: compare, versus, vs, difference, delta, change.

Comparing to the previous period

• "Compare this month's spend to last month's"
• "How have conversions changed compared to last week?"
• "Difference in impressions: this month vs last month"

Comparing specific periods

• "Compare spend from June 1–7 and July 1–7"
• "Delta in clicks: January 2026 vs January 2025"
• "Show the change in ROAS over the last 30 days relative to the previous 30 days"

Comparing sources

• "Meta Ads vs Google Ads by spend over 30 days"
• "Compare cost per lead in TikTok and Instagram this month"
• "Which source generated more conversions: LinkedIn or Google Ads?"

Comparing entities

• "Compare two campaigns: 'Brand Search' and 'Generic Search' by CPA over a week"
• "ROAS by ad group: group A vs group B"

How the AI builds the answer

When comparing, the AI provides:

1. Current period: the metric value
2. Previous period: the metric value
3. Absolute delta: the difference in units of measurement
4. Percentage change: growth/decline as a percentage
5. Visualization: an up/down arrow highlighted in green/red

Limitations

• Only periods of equal length can be compared
• Maximum length of a single period is 365 days
• You can't compare more than two periods in a single request
• If one of the periods has no data (for example, a campaign wasn't running), the AI will warn you about it

Related articles

• Explaining Changes
• Requesting Metrics
• Example Prompts