BakingAdsWhich segments?
Views isolates the campaigns, countries or channels involved in the drop.
Analytics
From aggregate numbers to the cause of the change.
A shift in ROI or revenue raises new questions. BakingAds gives you three complementary ways to dig in: break performance down, follow it over time, and compare the date of a result with the age of the users behind it.
Views
Find the segment that explains the result.
Build the view that fits your work: choose dimensions, metrics, time range and filters. Go from an aggregate total to the campaign, country or channel that really drives it.
- Dimensions such as campaign, ad group, ad, lander, country, device and traffic network.
- Metrics including impressions, leads, purchases, revenue, cost, CPA, CPL, ROI, ARPU and ARPU forecast.
- Compare periods, sort, save, mark as favorite and export to CSV or Excel.
Last 14 daysCountry ITLead email_confirmed
| Campaign | Leads | Cost | Revenue | CPL | ROI |
|---|---|---|---|---|---|
| Search_Brand | 1,240 | €3,720 | €4,610 | €3.00 | +23.9% |
| Video_Prospect | 860 | €3,010 | €2,150 | €3.50 | −28.6% |
| Affiliate_A | 2,105 | €5,260 | €5,370 | €2.50 | +2.1% |
| Social_Lookalike | 640 | €2,300 | €1,920 | €3.59 | −16.5% |
| Total | 4,845 | €14,290 | €14,050 | €2.95 | −1.7% |
Cohort
Measure value after the acquisition.
Define the event that brings a user into the cohort and the next action to observe. See how it evolves by day, week or month, and compare segments through dimensions and filters.
- Total or cumulative view of conversions, revenue and value.
- Observation end date fixed or rolling to “now”.
- Two campaigns that look alike at lead time can produce very different revenue weeks later: this is where you see it.
| Cohort | W1 | W2 | W3 | W4 | W5 | W6 |
|---|---|---|---|---|---|---|
| Aug 03 | €3.6k | €3.1k | €1.1k | €0.8k | €0.5k | €0.2k |
| Aug 10 | €7.1k | €4.9k | €1.4k | €2.0k | €0.5k | — |
| Aug 17 | €9.2k | €6.5k | €2.9k | €1.4k | — | — |
| Aug 24 | €6.5k | €3.3k | €1.9k | — | — | — |
| Aug 31 | €4.8k | €1.7k | — | — | — | — |
Tell Me Why
Tell the “when” from the cohort’s moment in life.
A “period × age” matrix shows metrics by calendar day and by days since acquisition. When an indicator moves, see whether it concerns newly acquired users, more mature cohorts or one specific date.
- Metrics: counts, revenue, ARPU, LTV and ROI.
- A diagonal pattern points to cohort quality; a vertical one points to a calendar event.
- Saved configurations to monitor the same decomposition over time.
| Age → | D0 | D1–7 | D8–14 | D15–28 | D29+ |
|---|---|---|---|---|---|
| Mon 14 | 1.9k | 1.2k | 0.7k | 0.6k | 0.4k |
| Tue 15 | 2.0k | 1.3k | 0.8k | 0.6k | 0.4k |
| Wed 16 | 0.6k | 0.5k | 0.3k | 0.2k | 0.1k |
| Thu 17 | 1.8k | 1.2k | 0.7k | 0.5k | 0.4k |
| Fri 18 | 2.2k | 1.4k | 0.8k | 0.6k | 0.4k |
Wednesday drops across every age. A calendar effect (e.g. a payment outage), not a change in user quality.
Use case
A revenue drop shows up in the weekly report.
Three panels, three questions, one answer.
Are new users different?
Cohort shows whether recent acquisitions are monetizing differently from earlier ones.
A date or an age?
Tell Me Why reveals whether the drop matches a specific day or the age of the cohorts.
The next decision starts here
Make room for what’s next.
Bring your performance data and future potential into the same conversation.