Diagnose a performance change

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Gather the inputs

• The metric and size of the change.
• The exact date window and baseline.
• The channel, campaign, product, creative, or audience in scope.
• Known business events such as a promotion, inventory change, price change, or site incident.
• Any limits on the sources Marketer should use.

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Starting request

Investigate why [metric] changed by [amount] for [scope] between [current period] and [baseline].
Test at least three explanations across the connected data, including changes in delivery, conversion behavior, creative mix, and product or site context where available.
For each explanation, show supporting and conflicting evidence, note missing data, and rank confidence.
Finish with the smallest safe follow-up check. Do not make external changes.

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Review the diagnosis

• Uses the same scope for each comparison.
• Separates platform-reported data from commerce or site data.
• Shows which explanation best fits and what would disprove it.
• Calls out missing or stale data.
• Recommends a reversible next check before a material action.