alexd.com
Step 1 · Choose your analysis window
First, tell us roughly how much landing-page traffic you get. Higher-volume pages can be evaluated over shorter periods; lower-volume pages need longer windows to reduce noise.
Now set your three comparison periods. All three should be approximately equal in length.
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Step 2 · Search Demand
These metrics help estimate whether available search demand itself has changed, separate from your own account's performance.
Step 3 · Google Ads
Enter the underlying totals — CTR, CPC, conversion rate, and cost per conversion are calculated automatically.
Step 4 · Landing Page
Sessions and conversions are required. Form-start data is optional but adds more detail to the diagnosis.