FICTIONAL EXAMPLE
ID: REPORT-01
Owner: Alex
Period: 2026-10-01 through 2026-10-07, America/New_York; prior: 2026-09-24 through 2026-09-30
Source: fictional ADS export v1, refreshed 2026-10-08. Alex checked all seven days and the total.
Definition: inquiry = form submission, not a closed project; unchanged between periods.
Current: USD 700 spend, 1400 clicks, 56 inquiry events. Prior: USD 700, 1400 clicks, 70 events.
Verified calculations: USD 12.50 per event now, USD 10 previously; events down 20%.
Cause unknown. Next: Alex checks tracking and campaign changes.