Ever wonder what changes you or your team members made in your SplitMetrics Acquire account that helped improve your ad performance? What changes caused your ads to appear higher in paid or organic search results? Now, you can access this information in the SplitMetrics Acquire Change History.

Change History provides a historical view of your performance changes. It also makes troubleshooting easier so you can save time identifying the root cause of changes and resolving issues.

🔹 You will find a log of changes made to campaigns, keywords, budgets, targeting, etc.

🔹 You can also see whether a user or a system made changes (for example, a rule) and where: in SplitMetrics Aquire or the native Apple Ads account.

🔹 Moreover, there are details about changes like when you paused your campaign, who exactly added a keyword, and the amounts of your previous budgets.

This can be really valuable information in instances where:

The following tabs are available to switch among:

You can also quickly navigate to Change History from the Ads Manager dashboards

a. Select the object that interests you and click Action > Go to Change History.

b. Move the pointer to the object's name and click the Change History icon.

c. Click the Change history icon at the top of the particular campaign or ad group dashboard.

The tracked changes are represented as a report containing different data points related to your account: the source of changes, date and time, tool, the list of changes, and campaign/ad group name where something was changed.

You can switch among the six available tabs corresponding to different groups of changes. All the data are sorted from the most recent to the oldest.

❗Important. Currently, there is a 3-hour delay in updating data for new changes. Keep this in mind when reviewing any modifications.

Initially, changes lists are collapsed. To expand the details, click the 🔽 expander arrow.

In the first list that appears, you can see the current setup of a campaign or ad group (at the time of the changes).

The second list contains only the changes.

Any time you see a significant shift in any of your key performance indicators and the cause is not immediately obvious to you, you can use the change history tool to help you diagnose this change.

You can filter all changes related to bidding, budget, audience and targeting, scheduling, optimization, and statuses by:

- Select the app that interests you in the drop-down list next to the calendar. Only changes made to this specific app will be shown.

You can also filter all the changes by an app by clicking the link with this app's name in the detailed view window of a particular change.

- Click the rule's name to filter the data and see what other changes were performed by this rule.

- Click the user email address to see what changes they made.

- Click the name of the campaign to see other changes in this campaign.

- Click the name of the ad group to see other changes in this ad group.

- Click the keyword that interests you to see other changes to this keyword.

- To filter by ID:

1. Find the ID of the necessary item in the Info box or corresponding column.

or

2. Enter it in the Search box and press Enter.

Note. Filtering will be applied to the selected date range.

You can check the list of all types of changes (in All Changes) for the necessary period or focus on some specific type by going to one of the tabs.

Let's take a closer look at each tab.

This tab embraces all types of changes presented in other tabs along with changes to keywords and bids.

This section helps you understand how the CPT bid change historically affected impressions and other metrics in the selected ad group or campaign and prevent overspending.

Also, it makes it easier to trace the Default Max Bid changes since this parameter affects the spending and performance of discovery campaigns. In ad groups with Search Match on, Apple will use your Default CPT bid set for this ad group. Thus, the default CPT bid is very important, as it will determine whether you will win an auction by a certain search term

Changes to keywords are the most frequent changes. With this tab, you can:

- Track who and when added keywords/negative keywords and how it was done: manually or by the automated rule, by the bulk upload, or during the bulk duplication of an ad group/campaign.

- Check the keyword's activity status, match type, CPT bid (individual value or a default value from the ad group), and ID.

- Manage labels.

- Track which negative keywords were removed and how.

The Budget tab provides:

- Quick access to budget changes with an option to filter results by a specific campaign.

- Verification of props and contact details when creating or changing the budget for the LOC accounts.

Audience & Targeting provides transparency in changes in targeting settings that affect outreach and spending: storefronts, locations, device type, age, gender, etc.

It contains changes in the target metrics and will be useful if you optimize your account by CPA goals.

Here, find out when and how your campaigns, ad groups, and keywords were paused, enabled, or even removed.

Look into this section to prevent incorrect setup that can enable or pause the campaigns/ad groups ahead of time or mistakenly reduces/expands your outreach due to incorrect day parting (in ad groups).

To see all the details of a certain change, navigate to the necessary tab, choose the change, and click All changes.

All the detailed information will open on a new dashboard. Here, you can also download a CSV report.

Change History can help you understand how your account has changed over time and provides an additional tool for optimizing your account settings.