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      How to Work with Advanced Filters

      Mastering Advanced Filters in Pivot Tables: A Step-by-Step Guide for Precise Campaign Analysis

      Pivot Tables offer a wide range of opportunities for in-depth analysis of digital marketing campaigns. However, to make the most of this tool, it is essential to understand how to work with advanced filters and what to expect from using them effectively.

      What Will We Find?

      In the Advanced Filters section, you will encounter the following options:

      Connectors

      • AND: This connector allows you to filter for results that meet all the conditions you include with this value.
      • OR: The opposite of "AND." Using this connector will display all results that meet any of the criteria you include.

      With these, you can create groups of filters, which we will explore later.

      Condition Types

      Once we've reviewed the connectors, let's see the types of conditions you can use to filter:

      • Contains: This condition filters for values that include the specified text in their name.
      • Does Not Contain: This condition filters for values that exclude the specified text in their name.

      Practical Examples

      Example 1

      Imagine you want to exclude campaigns that contain the word "DPA" in their name but include the word "Christmas."

      In this case, you would add an "AND" filter as shown below:

      Example Configuration:
      Campaign Name does not contain "DPA" AND Campaign Name contains "Christmas"

      This configuration will display the total number of campaigns, ad sets, or ads that meet these requirements.

      Example 2

      Now, suppose you want to analyze how an audience performs across different platforms. To do this, go to advanced filters and configure the following:

      Example Configuration:
      WHERE Campaign Name contains "facebook" OR Campaign Name contains "google" OR Campaign Name contains "DV360"

      This setup, without condition groups but using the "OR" connector, will return three rows: one per platform, showing the performance of each.

      Advanced Filter Groups

      The previous examples are sufficient for basic data analysis or quick checks. However, digital marketing can be complex due to the many variables involved.

      For this reason, Pivot Tables include the ability to create Advanced Filter Groups.

      How to Use Filter Groups

      Before starting, you need to clearly define what you want to analyze to filter accurately and ensure the results align with your expectations.

      Keep in mind that Pivot Tables will always respect the order of configured filters. The first filter has the highest priority and will be applied first.

      Example Configuration

      Let's say you want to filter campaigns with the following criteria:

      1. Campaigns that have "DPA" in their name, are from "USA," and are targeted to a BBDD audience.
      2. Campaigns that have "DBA" in their name, are also from "USA," but are targeted to a "Lookalike" audience.

      Example Setup in Pivot Tables

      • Create a filter group for campaigns with "DPA," "USA," and BBDD audience.
      • Add a separate filter group for campaigns with "DBA," "USA," and Lookalike audience.

      This setup allows you to analyze two distinct campaign groups simultaneously by creating different condition groups like this:

      Final Results

      After completing your filtering configuration, you will see the total number of campaigns, ad sets, ads, or products that match your filters displayed in the table.

      By mastering advanced filters and filter groups, you can conduct detailed and precise analyses of your marketing campaigns, enabling better decision-making and performance optimization.