Root Cause Analysis is a tool to quickly identify the reasons behind underperformance or overperformance of a metric (e.g. Impressions, Clicks, Conversions)

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How to access Root Cause Analysis?

There are two ways to access a Root Cause Analysis via the toolbox, and via a report.

via Toolbox

Click Toolbox in the navigation bar on the left side of the screen, then select Root Cause Analysis

via a Report

Click the icon at the top of the big number widget, then select 'Root Cause Analysis

Read a root cause analysis

RCA (updated).mp4

• The top layer gives users the big picture - a main waterfall chart with a clear summary of key changes.
• Moving deeper, you can discover primary factors, with red and green colors instantly showing positive and negative impacts.
• At the deepest level, clicking any factor reveals a detailed breakdown through another waterfall chart, showing exactly what drove those changes.