EF Helpdesk

By comparing metrics between two distinct time periods, you can identify trends, spot anomalies, and make data-driven decisions to optimize your campaigns.

In this guide, we'll walk you through setting up and interpreting the Variance Report, using examples relevant to performance marketing.

Why Use It?

Track Changes: See how your numbers change between time periods
Break Down Data: Look at changes by Offer, Partner, or other factors
Find Trends: Spot what's getting better or worse
Smart Decisions: Use real data to improve your campaigns

Accessing The Report

Find and open the Variance Report in Everflow.

In your Everflow dashboard, navigate to the Analytics section.

Select Variance from the reporting options.

Setting Up Your Report

Configure the date ranges, data points, and filters for your Variance Report.

Select the Previous Period and Current Period date ranges

for comparison.

Choose the Parent data point for comparison (e.g., Offer, Partner).

Optionally, select a Child data point for further breakdown.

Apply any additional filters

as needed.

Click Run Report.

Interpreting The Results

Analyze the data presented in the different sections of the Variance Report.

The Variance Report consists of three main sections:

Summary Card:
- Provides an overview of key metrics
- Shows data for the current period at a glance, compared to the previous period
Performance Graph:
- Visualizes the data as a chart
- Compares the current period against the previous period
Detailed Report:
- Breaks down the data using various metrics
- Shows the Previous period, Current period, and Variance for each metric
- Variance is represented as a green (positive) or red (negative) number
- Indicates the difference between the two periods

Use the vertical dots menu

to export the report or customize the displayed columns. Note that the Detailed Report has a 5,000-row display limit. The report will not display any rows if this limit is exceeded.

A Real-Life Example

Imagine you're managing a performance marketing campaign for a fitness app called "FitLife."

Here's how you might use the Variance Report to analyze your campaign's performance:

Set up the report:

Select the past 7 days as the Previous Period and the last 7 days as the Current Period

Choose "Partner" as the Parent data point

Select "Offer" as the Child data point

Analyze the Summary Card:

Check if key metrics like revenue, conversions, and ROAS have increased or decreased between the two periods

Review the Performance Graph:

Look for any significant changes in revenue or payout over the 7-day periods

Identify any trends or anomalies

Examine the Detailed Report:

Identify which partners and offers have seen the biggest changes in performance

Look for green (positive) variances in revenue or conversions

Investigate red (negative) variances to understand potential issues

Take action:

Allocate more budget to partners and offers with positive variances

Optimize or pause underperforming partners or offers

Investigate the causes behind significant changes in performance

By regularly using the Variance Report to compare performance across time periods, you can identify opportunities for optimization and make data-driven decisions to improve your ROI.

The selected interval now compares a previous period up to the same time of day, rather than ending at midnight.

For example, if you run the report at 9:30 AM, it will compare today's data up to 9:30 AM with yesterday's data up to 9:30 AM.

Advanced Features

Click Copy Link to Report in the hamburger menu

to share the report with colleagues or bookmark it for quick access

Select Show API Request to view the API call used to generate the report, which can be useful for custom integrations or troubleshooting

Custom Reporting Metrics feature works with this report. Create your own reporting metrics for this report to compare numbers that matter to you and your business.