Comparing Periods
Comparing time periods helps you understand whether your business is growing, declining, or holding steady. This guide shows you how to make meaningful comparisons.
Why compare periods?
Period comparisons help you:
Track growth — measure progress over time
Identify trends — spot patterns emerging
Evaluate initiatives — see if changes are working
Set benchmarks — establish baselines for improvement
Report performance — demonstrate results to stakeholders
Accessing comparison features
Year comparison
Go to Insights Hub
Click Visitor Analytics
Use the Year dropdown to switch between years
Note changes in your summary metrics
Region comparison
Select a State/Territory
Choose a Sub-Region
Click Enable Comparison under Compare With
Select what to compare against:
- State overall - Another sub-region
Understanding the comparison view
When comparison mode is enabled:
Summary cards
Show your selected region's figures
Display comparison figures below
Include percentage difference
Green indicates you're ahead; red indicates behind
Charts
Display both datasets
Use different colours for easy distinction
Allow visual comparison of patterns
Types of comparisons
Year-over-year (YoY)
Compare the same period across different years:
What it shows:
Annual growth or decline
Long-term trend direction
Impact of major changes
Best for:
Annual reviews
Trend analysis
Strategic planning
How to do it:
View data for your most recent year
Note the key metrics
Switch to the previous year
Compare the same metrics
Quarter-over-quarter
Compare consecutive quarters:
What it shows:
Short-term momentum
Seasonal transitions
Recent performance direction
Best for:
Operational adjustments
Quick performance checks
Identifying issues early
Same quarter, different years
Compare Q3 2024 with Q3 2023, for example:
What it shows:
Like-for-like performance
Removes seasonal variation
True growth or decline
Best for:
Seasonal businesses
Accurate growth measurement
Board reporting
Making meaningful comparisons
Compare like with like
Ensure fair comparisons:
Consider | Why it matters |
Same time period | Seasonality affects numbers |
Same filters | Different segments perform differently |
External factors | Events, weather, economic conditions vary |
Data quality | Methodology changes affect comparisons |
Use appropriate metrics
Choose metrics that matter:
For growth analysis | Use |
Volume growth | Total trips, visitors, bookings |
Value growth | Revenue, average spend |
Market share | Compare to region or state |
For efficiency | Use |
Yield | Revenue per visitor |
Conversion | Bookings vs enquiries |
Utilisation | Capacity used |
Calculating growth
Simple growth rate
Growth = ((Current - Previous) / Previous) x 100
Example:
Previous year: 1,000 visitors
Current year: 1,150 visitors
Growth: ((1,150 - 1,000) / 1,000) x 100 = 15%
Compound annual growth rate (CAGR)
For multi-year comparisons:
CAGR = ((Final / Initial) ^ (1/Years)) - 1
This smooths out year-to-year variations.
Understanding percentage changes
Change | Interpretation |
Over +10% | Strong growth |
+5% to +10% | Solid growth |
0% to +5% | Modest growth |
0% to -5% | Minor decline |
-5% to -10% | Concerning decline |
Beyond -10% | Significant issue |
Context matters
Consider what's normal for your situation:
New businesses should show strong growth
Mature businesses might aim for stability
Recovery periods follow abnormal lows
Market conditions affect expectations
Comparing against benchmarks
Regional benchmarks
Compare your area against:
State average
Similar regions
National trends
Industry benchmarks
Consider:
Industry growth rates
Economic indicators
Tourism Australia data
Your own targets
Compare against:
Budget figures
Strategic goals
Previous commitments
Using comparisons for decisions
When ahead of comparisons
Identify what's driving success
Consider capacity increases
Invest in what's working
Set stretch goals
When behind comparisons
Diagnose the causes
Evaluate external factors
Develop improvement plans
Adjust expectations if needed
When tracking to plan
Maintain focus
Look for optimisation opportunities
Prepare for next phase
Celebrate steady progress
Reporting comparisons
For stakeholders
Present comparisons clearly:
State the comparison being made
Show key numbers
Explain significant variances
Outline actions being taken
Format suggestions
Element | Purpose |
Headline number | Quick understanding |
Percentage change | Context of movement |
Absolute change | Scale of impact |
Visual chart | Pattern recognition |
Tips for period analysis
Be consistent — use the same methodology each time
Look at multiple metrics — one number doesn't tell the story
Consider context — external factors matter
Use rolling averages — smooth out anomalies
Document comparisons — track what you measured and when
Common comparison questions
How do I handle unusual periods?
For periods affected by unusual events:
Note the anomaly when reporting
Consider comparing to a more typical period
Use 2019 as a pre-pandemic baseline where relevant
Adjust expectations accordingly
What if data isn't available?
When data is limited:
Use the closest available period
Note the limitation
Consider alternative data sources
Build better tracking for the future
How often should I compare?
Comparison | Frequency |
High-level check | Monthly |
Detailed analysis | Quarterly |
Strategic review | Annually |
Meaningful comparisons turn data into insights and insights into action.