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You're analyzing your sales metrics and notice a percentage decrease/increase below the numbers displayed in the reporting panels above your graph on the dashboard.
How are these percentages calculated?
The % below each metric represents the relative increase and decrease by comparing the current period to the prior period.
For example, if you're viewing data from the last 7 days (ex. Feb 14 to Feb 20), it will compare performance between this date range and the 7 days before it (ex. Feb 7 to Feb 13).
When I hover over the graph, a different percentage is shown. How is this calculated and what does it mean?
These percentages also represent the relative increase and decrease by comparing the current period to the prior period.
Example. The date range I selected is Last 30 Days. If I hover over Feb 19, then it will compare the values of my selected metrics to those of January 20 (the 30 days before it).
What is the difference between an orange and green percentage?
The colours indicate the health of your goal and whether your data trends are ideal.
Green = "Positive" (eg. Attributed sales increase, spend increase)
Orange = "Negative" (eg. Attributed sales decrease, ACoS increase)
Keep in mind that relying on this to gauge your goal health won't give you an accurate reflection of performance. For example, if you're launching your first goal, it's not necessarily a bad thing that your ACoS increased and you're getting an orange percentage - in fact, this is expected! (More on that here.)
Why does it say "No Data" under my metric value?
Wait! How come I don't see those numbers?
If percentages are calculated by comparison to a previous time period, then they can only be calculated if there is something to compare it to.
"No Data" will show when there's simply not enough performance data. A common cause for lack of data is when your items were out of stock and the campaign wasn't running.