Campaign analytics

The Campaigns tab of the Analytics dashboard breaks performance down to the campaign level. It is the right view when you need to compare campaigns against each other, spot the ones that moved most in a chosen date range, and decide where to act. Every metric on this tab is defined once in the Metrics glossary.

Before you start

Apple Ads integration connected.
MMP integration connected if you want installs and revenue data.
Admin, Editor, or Viewer role.

What the tab shows

The tab stacks several blocks vertically:

Overall summary. A compact card of totals for the selected date range and filters, including Spend, Installs, CPI, TTR, CVR, ROAS where revenue is available, plus Total Budget and Budget Utilization.
Performance trends. A time-series chart for the selected metric. Drag the brush below the chart to narrow the dashboard's date range to the sub-range you highlighted; every other block on the tab updates against the new window.
Change impact. A panel that ranks campaigns by how much they contributed to movement in the chosen metric versus the prior period of equal length. Click a row to cross-filter the rest of the tab to that campaign. Click again to clear the filter.
Performance drivers. A stacked bar chart showing which campaigns (or which markets, via the dimension toggle) contributed most to the change in the selected metric. Companion to Change Impact but rendered as a chart rather than a table.
Efficiency matrix. A scatter plot with CPI on one axis and Budget Utilization on the other. The plot is divided into four quadrants so you can spot campaigns that spend a lot with a high CPI (top-right, needing intervention) or that convert efficiently but could absorb more spend (bottom-left, candidates to unblock).
Category breakdown. A bar chart that breaks the selected metric down by category (Brand, Competitor, Generic, Feature, Discovery, Other). Metric selector above the chart.
Market performance. A sortable table of market-level performance with a metric selector. Use it to compare where spend is landing across countries.
Dimension summary. A table with two tabs, Category and Market, showing rolled-up performance plus each row's share of the total for additive metrics.
Campaign table. One row per campaign, with column-visibility groups: Dimensions, Ad Performance, Conversions, Cost Metrics, Budget, In-App Events, and a combined Revenue and ROAS group. Open the three-dot menu at the top of the table to show or hide groups. Auction Insights metrics (Share of Voice, Average Bid, Prioritized, Deprioritized, Total Keywords) are keyword-level only and live on the Keywords tab; see Keyword analytics.

Sorting, comparing, and pagination

Every column in the campaign table is sortable. Click a header to sort ascending; click again for descending. For side-by-side comparison across campaigns, keep the default view and sort by the metric you care about: sort by Spend to see where the money went, by CPI ascending to find the most efficient acquisition, or by ROAS descending to find the highest return. Large accounts paginate the table at 25 rows per page; use the next / previous controls at the bottom of the table.

To isolate a subset, use the Campaigns filter in the filter row to select specific campaigns. The summary card, trends chart, change-impact panel, and every downstream block respect that filter. The prior-period comparison in the change-impact panel uses a window of equal length ending on the day before your start date.

Summary-card deltas are colour-coded against the prior period. For metrics where higher is better (Installs, Revenue, ROAS, Budget Utilization) a positive delta is green; for cost-oriented metrics (CPI, CPT, Spend in some contexts) the colour is inverted so that a lower value reads as a positive change.

Filtering the tab

The Campaigns tab honours every filter in the filter row: App, Market, Ad placement, Catchbase status (all, enabled, or disabled), and Campaigns. Changes in an upstream filter prune downstream selections automatically. For example, selecting an app narrows markets to those where the app runs and drops campaigns that belong to other apps.

The "Filters" button in the row opens a modal that groups every filter for bulk changes. Selections in the modal are applied as a single batch when you click Apply, so there is no reload per filter.

Notes