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Changes on the trend chart

The Performance over time chart on the Overview shows each change to your ad accounts as a pin under the chart. Use the pins to see if a change worked: a budget change, new negative keywords, a paused campaign, or a new bid strategy.

Read the pins​

  • A dot is one change on that day. A pill with a number is more than one change on that day, or in that week or month when you show weeks or months.
  • Green means the result is good. Red means the result is bad. Amber means the result is mixed. Gray means that there is no result yet, or no clear change.
  • The color shows the result on the metrics of that chart. So the same change can have a different color on a chart of different metrics.
  • When a pin has more than one change and their results do not agree, the pin is amber.
  • Put the pointer on a pin to show a dashed line through the chart on that day.

See what followed a change​

  1. Click a pin.
  2. Read the box that opens at the pin. It shows each change, the date, the campaign, who made the change, and the result.

The result uses the metrics of the chart. For example, on a chart of cost and conversions, the box shows "Cost +18%, conversions +100, cost per conversion −11%". On a chart of cost and clicks, it shows the change in cost, clicks, and cost per click.

The box opens over the chart. The chart does not change its size. To close the box, click outside it or push the Escape key. You can also use the Tab key to go to a pin, and the Enter key to open it.

Which changes show​

  • Google Ads. All changes: changes in the Google Ads website, in Google Ads Editor, from recommendations that Google applied, and from other tools.
  • Changes in Hero Marketer. The changes that you, Hero AI, or an automation made. These changes show on all platforms.
  • LinkedIn Ads and Meta Ads. Only the changes made in Hero Marketer. LinkedIn and Meta do not supply a change history.

Google keeps its change history for 30 days only. Hero Marketer stores the Google change history each day, from 4 November 2026. So older Google changes show only if Hero Marketer stored them.

The same change to one campaign on one day shows as one row. For example: "12 negative keywords added".

How the result of a change is judged​

The result compares the days after a change with the same number of days before the change. It uses the campaign of the change, or the full account when the change has no campaign.

The result uses the metrics of the chart. A chart of exactly two metrics also gets the ratio between them. For example, cost and conversions also give cost per conversion. Cost and clicks also give cost per click. The Monday digest uses cost and conversions.

  • Whole weeks. The two periods are 7, 14, 21, or 28 days long, so that each period has the same weekdays. The list shows the length, for example "14 days before and after".
  • The next change. The periods stop at the next change and the previous change to the same campaign. Thus one result does not include the effect of a different change. The list tells you when the next change stopped a period.
  • Late conversions. Conversions can arrive days after a click. Until the result is final, the result does not use the last 3 days. The numbers can change until 30 days after the change. The date under the result shows when the numbers are final.
  • Normal variation. A difference counts only when it is larger than the normal variation for that volume. For example, with 28 conversions for each period, conversions must change by about 40%. A smaller difference shows as "no clear change", for example "no clear change in conversions". This applies to impressions, clicks, conversions, CTR, cost per click, conversion rate, and cost per conversion.
  • Spend. A change in spend is not good or bad by itself. Conversion value and ROAS show their change, but they do not set the color.

The results:

  • Green. A metric moved in the good direction, and no metric moved in the bad direction. Or spend went down by 10% or more, and no metric got worse.
  • Red. A metric moved in the bad direction, and no metric moved in the good direction.
  • Amber. One metric moved in the good direction and a different metric moved in the bad direction. Or spend went down by 10% or more and a metric got worse.

The good direction is up for impressions, clicks, CTR, conversions, and conversion rate. It is down for cost per click and cost per conversion.

  • Too early to judge. There are fewer than 7 days after the change.
  • Too close to another change to judge. Another change to the same campaign came less than 7 days before or after.

A result shows what followed a change. It does not prove that the change caused the result. The season and the market can have an effect.

Show changes on other charts​

To show the pins on a different chart, click Customize on its tile and turn on Mark changes. Each chart over time has this option: line, area, and bar charts. On All, the pins show the changes on every platform. See Create a report.

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