# Fictional example output

**Status: watch; fatigue is plausible but not established.** CTR fell from 2.00% to 1.00%, CPA rose from $10 to $24 (+140%), and CPM rose from $10 to $12 (+20%). Within-week frequency increased from 2.00 to 4.00 (impressions/reach).

Do not sum weekly reach to 75,000 or average frequency to claim unique fortnight frequency: users may recur across weeks. Frequency 4 is not a universal fatigue threshold. The same unchanged creative has delivered since August 1, but auction cost, audience mix, and conversion-path differences remain alternatives.

Propose one refresh concept with the same offer, objective, and evaluation window, retaining a comparison condition where feasible. Check joint delivery mix and control creative trends first. This is a bounded test recommendation, not a proven causal diagnosis or forecast. No ads paused or replaced.