Find the shift.
See what contributed.
Track what happens next.
Adnertia turns PPC optimization into a repeatable workflow. Find a meaningful KPI shift, isolate what drove it, connect it to account and market context, decide what to do next, and measure whether the response actually worked.
- 1Performance ScanPrimary KPI · 7-day and 14-day windows · Find the movement
- 2TimelineSelected date · Impact Window · Changes · Auction Context
- 3Breakdown ContributionCampaigns · Ad groups · Keywords · Search terms · Ads
- 4Impact TrackerBefore vs after · Improved · Worsened · Held · More data
A simple optimization loop you can repeat again and again.
Start with a KPI change, isolate the biggest contributors, connect that filtered view to surrounding context, decide on the best response, and track what happens after the change. Then repeat the process.
This becomes a repeatable formula for optimization.
Performance Scan finds the KPI movement worth understanding.
Performance Scan surfaces the meaningful percent change on the Primary KPI and shows where attention is warranted.
- Identifies the movement
- Shows its size
- Helps separate noise from a real shift
- CPA $82 to $111 in the selected window
- Conversion rate down while clicks held steady
- Movement concentrated in Non-Brand Search
| Campaign | Before CPA | Impact CPA | Contribution |
|---|---|---|---|
| SelectedNon-Brand Search | $82 | $111 | +46% |
| Shopping | $71 | $78 | +18% |
| Remarketing | $63 | $65 | +3% |
| Brand Search | $38 | $37 | -6% |
Illustrative product data
Contribution table isolates the campaigns driving the change.
The Contribution table shows which campaigns are primarily accounting for the KPI shift, so the manager can focus where the movement is actually coming from.
- Shows which campaigns matter most
- Avoids chasing noise
- Focuses the next step
Then drill deeper as needed.
Go as deep as necessary to isolate the primary drivers.
If the shift is concentrated, drill deeper into the filtered view to isolate the main drivers, whether they are campaigns, ad groups, keywords, search terms, ads, devices, or other supported dimensions.
- Move from campaign to ad group
- From ad group to keyword or query
- Stop when the main driver is clear
- 1CampaignNon-Brand Search
- 2Ad groupSolar Installers
- 3Keywordsolar installer near me
- 4Search termfree solar panels
Stop when the main driver is clear.
Timeline connects the filtered view to changes, Auction Context, and notes.
Timeline helps determine the most likely cause, if any, behind the performance shift by connecting the filtered view to change history, Auction Context, and notes in the same analysis window.
Potential driver: Auction Pressure climbed 38 to 90 across the Impact Window, so rising competition is a candidate explanation for the CPA increase.
Adnertia is read-only. The marketer applies the change in the tools they already use.
AI suggests ideas. You decide what to do.
Once the likely issue is clearer, AI can suggest possible optimizations such as pausing affected areas, adjusting bids or budgets, adding negative keywords, or changing ad copy. The marketer decides whether to act, watch and wait, or create an Action Plan.
- Suggestions are contextual
- The marketer remains in control
- Sometimes the right answer is to wait
Trackers measure pre and post change performance over time.
After action is taken, Trackers compare performance before and after the change so the team can see whether the response is delivering the desired result over time.
- Compare before vs after
- See whether the KPI responds
- Keep measuring as data accumulates
Read alongside the surrounding account and market context. A before and after comparison measures what followed the change rather than proving it caused the result.
The system narrows the decision. The marketer still makes it.
Adnertia helps the team move from signal to likely explanation and from likely explanation to possible response. The final decision still belongs to the marketer.
The workflow gives structure without forcing the decision.
Action Plan and Trackers turn analysis into a repeatable operating system.
Action Plan keeps track of what the team is considering or doing. Trackers measure whether those actions deliver the response the team wanted. Together they close the loop and make the workflow repeatable.
- Issue
- CPA up 24% on Non-Brand Search
- Proposed response
- Tighten query control, lower target
- Owner
- Dana R.
- Status
- In progress
- Before
- $58.19 CPA
- After
- $47.02 CPA
- KPI response
- Improved
- Current status
- Measuring, 12 days in
The cycle repeats with more context each time.
Why this saves time and improves optimization quality
Most PPC analysis is fragmented. Adnertia keeps the workflow connected.
- Notice KPI move
- Rebuild reports
- Search change history
- Open Auction insights
- Dig through notes
- Decide what to try
- Try to remember whether it worked
- Detect shift
- Isolate contribution
- Connect context
- Decide next step
- Track the result
- Repeat with less manual work
Less rebuilding, less guesswork, more repeatable optimization.
Example: CPA rises, so what happens next?
- 01Performance Scan
CPA rises 24%.
- 02Contribution
Non-Brand Search accounts for most of the shift.
- 03Drill down
The deterioration is concentrated in a smaller set of queries.
- 04Timeline
A recent target change plus weaker Auction Context lines up with the shift.
- 05Response
AI suggests tightening query control and adjusting bids. The manager chooses the best response.
- 06Tracker
The team measures whether CPA improves after the change.
That is the loop. Find the shift, isolate the driver, connect the context, choose a response, and track the result.
Common questions
What does Performance Scan do?
Performance Scan surfaces the meaningful percent change on your Primary KPI for the selected window. It shows where attention is warranted so real shifts stand out from noise.
What does the Contribution table do?
The Contribution table shows which campaigns or entities are primarily accounting for the KPI shift, measured against the full active scope, so you focus on what actually moved the result.
How does Timeline help explain a performance shift?
Timeline places the filtered view next to change history, Auction Context, and notes in the same analysis window. That makes it easier to judge the most likely cause, if any.
What do Trackers measure?
Trackers compare performance before and after a change so you can see whether the KPI responds over time. They measure what followed the change, not guaranteed causation.
Turn PPC optimization into a repeatable process.
Use Performance Scan, Contribution, Timeline, Action Plan, and Trackers together in the interactive demo, then join the waitlist to be first when live accounts connect.