# Fictional example output

Average CPA increased 4.76%, with the observed deterioration concentrated in Generic.

| Metric | Sep 7–13 | Sep 14–20 | Movement |
| --- | ---: | ---: | ---: |
| Spend | $2,000 | $2,200 | +$200 (+10.00%) |
| Purchases | 80 | 84 | +4 (+5.00%) |
| CPA | $25.00 | $26.19 | +$1.19 (+4.76%) |
| Gross attributed ROAS | 2.00 | 1.91 | −0.09 (−4.55%) |
| CTR | 3.00% | 3.0682% | +0.0682 percentage points |

Totals use sums before division: current CTR is 3,375 / 110,000, and CPA is 2,200 / 84. Generic CPA moved from $40.00 to $50.00 (+25%); Brand stayed at $10.00. These are campaign-mix observations, not explanations of causality. The mature reporting window supports comparison; it does not establish incremental revenue or future returns.

Next check: inspect Generic query mix, delivery changes, and conversion-path diagnostics before proposing a budget change. No platform changes were applied.