# Fictional example output

**Week ending September 20:** Spend increased 10.0% to $2,200; attributed purchases increased 5.0% to 84. Average CPA rose 4.76% to $26.19 and gross attributed ROAS fell 4.55% to 1.91.

The main observed pressure is Generic: CPA rose from $40 to $50 while Brand stayed at $10. Both periods are complete with the same purchase definition, currency, and matured 7-day attribution window. Summed campaign spend and purchases determine the account ratio; campaign CPAs are not averaged.

**Next action:** Review Generic query and conversion-path changes. Cause and incremental impact remain unproven; no change history or experiment was supplied. This is a reporting summary, and no account settings were changed.