PallasUnderstand the change. Decide what comes next.
Product: not yet verified · Current optimization goal: not yet verified.
Average cost per click increased from 0.87 to 0.95, a relative change of +8.67%.
Next: confirm the optimization event and business goal, then inspect changes and downstream quality in the main campaigns.
Observed spending: 2026-08-01 to 2026-08-28. Comparison scope: 2026-08-01 to 2026-08-28, as requested.
Earlier: 2026-08-01 to 2026-08-14; later: 2026-08-15 to 2026-08-28. Equal-length periods; the middle day of an odd-length range is excluded.
CPM changes contributed +0.04 USD per click; CTR changes contributed +0.03 USD per click.
This is an arithmetic decomposition, not proof of auction competition, creative fatigue or audience changes. Verify settings, creatives and conversion evidence for the same period.
Check the goals and downstream quality of the main campaigns first. Spend concentration identifies where to look; it does not prove inefficiency.
Among resolved campaigns, Synthetic Prospecting has the largest absolute net contribution to account CPC: within-campaign efficiency +0.04, click-share contribution +0 USD per click.
These are contributions to the account change, not changes in the campaign's own CPC. New, exited or zero-click groups may be unresolved. A zero share contribution does not establish unchanged budgets.
2026-08-01 to 2026-08-28; missing dates break the line.
A peak is not necessarily an anomaly. No returned flags does not establish that screening ran or that the business is healthy. Screening requires at least 14 available days and a nonzero median absolute deviation.
Audience changes cannot yet be assessed: observed reach data is unavailable, and targeting settings cannot substitute for it.
Using internal definitions, acquisition cost for new paid users attributed to this platform is 24.22 USD.
Internal conversion rate: paid 10.84%, organic 28.06% (descriptive difference, not causal).
Revenue per new user: paid 3.47, organic 9.66 (descriptive difference, not causal).
Retention rate: paid 16.27%, organic 37.53% (descriptive difference, not causal).
Shared period: 2026-08-01 to 2026-08-28, 28 days. Excluded unmatched days: advertising 0, internal 0. Internal definitions: first purchase; last non-direct click UTM; America/Los_Angeles; cohorts based on acquisition date.
Platform conversions are 14.72 times internal paid conversions. Do not add them together. Check event definitions, attribution windows and deduplication before attributing the discrepancy to either source.
Only paid data mapped to this platform is combined with ad spend for efficiency calculations. Unknown, unlabeled and excluded channels are not assigned to either group. Quality comparisons retain the original sample thresholds and are not significance tests. Concurrent organic growth does not prove advertising lift or cannibalization.
Campaigns match only by identical IDs. Unmatched internal IDs: 0; campaigns without internal records: 0; paid rows missing IDs: 0.
The evidence supports an order of investigation. Budget and delivery changes should wait until goal definitions and outcome quality are verified.
Confirm the product, event definitions, attribution window and applicable historical period before choosing success metrics.
For the campaigns and periods above, check conversion quality using the same event and observation window. Fill evidence gaps first; do not scale on CPC alone.
Check events, attribution windows and deduplication rules, then confirm the business's evaluation criteria.
Keep conversion definitions, acquisition dates and observation windows aligned. A descriptive difference in one period is not a basis for scaling.
These are verification suggestions; no ads were changed. Budgets, success thresholds and scaling conditions require business input.