Running digital campaigns often involves multiple target groups and ad formats.

Most marketers only analyze target group and ad format performance on a specific campaign, but this is not what data experts would do.

Data experts would try to group more data (e.g., data from multiple campaigns) to get a bigger and better data foundation and avoid Simpson's Paradox. In short, Simpson's Paradox occurs when smaller groups of data (in this case target groups and ad formats in individual campaigns) show one trend, but when those data groups are combined (combining similar target groups from multiple campaigns), they show exactly the opposite.

You can easily group campaigns in deepdivr and get a bigger and better data foundation. Instead of analyzing one campaign, you can add 10, 20, or even 50 campaigns to a dashboard. Within that dashboard, you can create Filters and group similar target groups and ad formats.

What might be hard (or impossible) to see when analyzing a single campaign can be very apparent and obvious when you group more data.

Go to a dashboard and click on the Filter tab in the left-side menu. Click 'Create Filter', select the data you want to group, and name your filter.

After creating a Filter - or more filters - you can now use them in your dashboard.

There are three ways of doing so:

You can use the Filter Widget that shows you the performance of your different filters in a chart. The widget works just like other chart widgets, and you can customize chart type, date range, size, and of course, choose the metric you want to track.

After creating the widget, you need to select what filters you want to show in the chart based on their campaign hierarchy (e.g., Facebook Campaign, Ad Set, or Ad-level). Selecting Campaign-level will show you your filters on that specific level. If you have created filters on Ad-level, you should choose Ad-level instead.

By default, your tabs automatically include all data available in the dashboard.

Many users prefer having multiple tabs to get the best overview instead of having 20+ widgets on a single tab.

Separating Filters from the overall performance can easily be done by applying a filter to a tab.

Go to your (new) tab and click on the three dots in the dropdown in the top right. Click Apply Filter and choose the Filter you want to use.

Like applying a Filter to a tab, you can apply a Filter to a widget.

This allows you to have, e.g., multiple Result Widgets showing different results based on the Filters.

Hover over any widget and click on the gear icon to apply your Filter.