Trending

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Overview

Trending is the time-segmented reporting view in Provalytics. It is designed to help you see how channel performance changes across time, not just where a channel finished in a single reporting window. This makes it especially useful for:

• pacing analysis
• week-over-week or month-over-month comparisons
• diagnosing shifts in efficiency
• comparing contribution alongside supporting metrics like clicks, impressions, and CPM

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What the page does

Trending combines:

• KPI and date controls
• optional time segmentation
• optional chart visualization
• expandable channel rows
• optional metric columns such as clicks, impressions, and CPM

That lets the page work in two modes:

• a table-led reporting view
• a chart-led trend-inspection view

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Step 1: Start with the default trend table

The default view gives you a clean summary table by channel for the selected KPI and date range. This is the best place to start when you want the core trend-ready metrics without extra segmentation.

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Step 2: Add supporting metrics

Trending becomes much more useful when you turn on optional columns such as:

• clicks
• impressions
• CPM

Those columns help you connect outcome changes to the delivery pattern behind them. For example, a change in incremental leads may be easier to interpret once you can also see whether impressions rose, clicks fell, or CPM changed sharply.

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Step 3: Use time segmentation for comparison

The Time Segment control lets you break a channel into comparable periods, such as weekly segments. This is one of the most useful features on the page because it turns a channel total into a sequence of comparable windows. That makes it easier to answer:

• what changed week over week?
• when did a spike start?
• did a shift happen gradually or all at once?
• did supporting metrics move with the KPI?

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Step 4: Turn on the trend chart

When you enable Show trend chart, Trending switches from a table-only reporting view into a visual comparison view. This is especially useful when you want to compare:

• multiple channels at once
• one metric across time
• inflection points and spikes
• whether channels are moving together or diverging

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How to use Trending well

Use Trending when you want to answer questions like:

• Is performance improving or fading over time?
• Did a budget change produce a visible shift?
• Are efficiency metrics moving with the KPI or against it?
• Which weeks or months deserve a deeper investigation?

Trending is especially effective when read together with:

• Incrementality Report
• Campaign Performance
• Opportunity Days

That sequence helps connect:

• where the result stands
• how it changed
• and when the next timing move might matter

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A practical reading rule

Do not react to every line movement in isolation. Use Trending to identify:

• meaningful direction changes
• repeated patterns
• timing mismatches
• metric combinations that explain a shift

The page is most valuable when it helps you decide where a deeper question should go next.