# Fictional example output

Observed Purchase CPA increased from $20 to $40 (+100%). CPM rose from $10 to $12.50 (+25%); link CTR fell from 2.00% to 1.00%. Within-week frequency rose from 2.00 to 4.00, while reach fell from 50,000 to 20,000.

The supplied status changed to Learning limited; its cause is not established by these counts. The creative edit coincides with the change but is not proof that it reset learning or caused the drop. Frequency 4 is not a universal saturation threshold. Weekly reach is nonadditive, so neither 70,000 unique people nor a pooled frequency can be asserted.

Prioritize the actual delivery diagnostics, current event/attribution settings, change history, and matched placement/audience breakdown. Audience expansion and removing exclusions require checking which settings are actual controls in this campaign. Do not switch to an easier event just to clear status or promise a budget increase will resolve it. No targeting, event, or budget change applied.