The Deep Dive table in the Marketing Channels view now lets you drill down into any row — by dimension, time period, or product — and expand KPIs to see period-over-period changes at a glance. This article walks you through both features so you can go from a high-level channel overview to granular ad-level or product-level insights in just a few clicks.
Drill Down Levels
Every row in the Deep Dive table has a Select Level button that lets you drill deeper into that specific data point. You can drill down across three categories: Dimension, Time Period, and Products.
Dimension Drill Down
Dimension drilling follows your data's natural hierarchy. The exact levels depend on the data source:
Data Source | Drill Down Hierarchy |
Marketing (paid ads) | Segment Group → Segment → Channel → Campaign → Adgroup/Adset → Ad |
Social (organic social) | Segment Group → Segment → Channel → UTMS |
Other (direct, organic search, etc.) | Segment Group → Segment → Channel→ UTMS |
For example, if your primary dimension is Channel and you click Select Level on a Google Ads row, you can drill down to see all campaigns under that channel, then further into ad groups and individual ads.
Time Period Drill Down
Break any row down by time to spot trends and fluctuations:
Monthly → Weekly → Daily
This is especially useful for identifying when a campaign's performance shifted — instead of looking at an aggregated number, you can pinpoint the exact week or day the change happened.
Product Drill Down
See which products are driving revenue for any channel, campaign, or ad. The product drill down levels are:
Product → SKU → Product Attribute 1 → Product Attribute 2 → Product Attribute 3
This lets you answer questions like "Which products are actually selling through my Meta campaigns?" or "Is this campaign driving high-margin SKUs or just volume?"
Important: When you drill down to the Product level, the attribution model automatically switches to AI Click, even if your default is AI Click & View. This is because product-level attribution requires click-based data. The secondary dimension selector is also disabled at the product level.
Product Attribute 1,2 and 3 depends on the backend system.
Navigating Your Drill Down
As you drill into sub-levels, a breadcrumb trail appears at the top of the table showing your current path — for example, Google Ads → Brand Campaign → Ad Group 1. Click any level in the breadcrumb to jump back up.
First time using drill downs? A quick-start guide will pop up automatically the first time you click Select Level. It walks you through the basics — you can dismiss it and it won't appear again.
Expand KPI Deltas
When you have a comparison period active (e.g., comparing this month vs. last month), you can expand any KPI column to see exactly how much it changed.
How to Use It
Make sure a comparison period is selected in the date picker at the top of the dashboard.
In the Deep Dive table, look for the Expand delta button on any KPI column header.
Click it to expand the KPI into three sub-columns:
Sub-Column | What It Shows |
Current Period | The KPI value for your selected date range |
Absolute Delta | The difference in absolute numbers (e.g., +€1,200 or −€500) |
% Delta | The percentage change (e.g., +15% or −8%) |
Click the Expand delta button again to collapse the column back to its default single-value view.
Tip: When you export the table to XLSX, all KPIs are automatically exported in their expanded format — including current value, absolute delta, and % delta — regardless of which columns you've expanded on screen.
Putting It Together
These two features work hand in hand. Here's an example workflow:
Open the Marketing Channels view and set a comparison period (e.g., this month vs. last month).
Expand the ROAS or Revenue column to see which channels improved or declined.
Spot a channel with a big change? Click Select Level on that row and drill down by Dimension to see which campaign is responsible.
Drill further into the winning (or losing) campaign by Time Period to see when the shift happened.
Switch to Products to check which products are being driven by that campaign.
In just a few clicks, you go from "our ROAS went up" to "this specific campaign started pushing high-margin products in week 3."
Need Help?
If you have questions about drill down levels or the KPI delta columns, reach out to Kickbite Support via the chat or contact your Customer Success Manager.