{
  "version": "2.0.0",
  "account": "Northwind Candles (synthetic)",
  "currency": "GBP",
  "window": {
    "start": "2026-08-16",
    "end": "2026-09-14",
    "source": "intake record"
  },
  "not_measured": [
    "conversion configuration: campaign goal usage",
    "conversion configuration: custom-goal membership",
    "conversion configuration: conversion definitions",
    "conversion configuration: configured call duration",
    "search terms: account-level brand/non-brand split (hidden terms, campaign types, goal differences)",
    "brand activity: incrementality of brand coverage (requires a test)",
    "repeat buyers: audience names alone do not identify purchasers or prospecting spend; provide verified list definitions, campaign purpose and non-overlapping reporting before calculating this check"
  ],
  "notes": [
    "Some queries are withheld for privacy, so visible search-term rows do not necessarily reconcile to campaign totals.",
    "The review areas overlap: the same spend can appear in several lists. Do not sum them as independent waste."
  ],
  "review_actions": [
    {
      "finding_id": "CONV-001",
      "object": "Add to cart",
      "evidence": "name suggests a micro-conversion and it is set to Primary",
      "proposed_action": "review the action definition and goal usage before changing its optimization setting",
      "review_status": "pending human review"
    },
    {
      "finding_id": "CONV-002",
      "object": "Phone call (under 30s)",
      "evidence": "name suggests a micro-conversion and it is set to Primary",
      "proposed_action": "review the action definition and goal usage before changing its optimization setting",
      "review_status": "pending human review"
    },
    {
      "finding_id": "QUERY-003",
      "object": "candle making kit in Generic - Search",
      "evidence": "spent 388.7 GBP, 0 recorded conversions in the window",
      "proposed_action": "check intent, measurement and conversion lag before approving an exact-match negative in this campaign",
      "review_status": "pending human review"
    },
    {
      "finding_id": "QUERY-004",
      "object": "candle jobs near me in Generic - Search",
      "evidence": "spent 142.2 GBP, 0 recorded conversions in the window",
      "proposed_action": "check intent, measurement and conversion lag before approving an exact-match negative in this campaign",
      "review_status": "pending human review"
    },
    {
      "finding_id": "QUERY-005",
      "object": "how to make soy candles at home in Generic - Search",
      "evidence": "spent 127.9 GBP, 0 recorded conversions in the window",
      "proposed_action": "check intent, measurement and conversion lag before approving an exact-match negative in this campaign",
      "review_status": "pending human review"
    },
    {
      "finding_id": "QUERY-006",
      "object": "yankee candle outlet in Generic - Search",
      "evidence": "spent 119.5 GBP, 0 recorded conversions in the window",
      "proposed_action": "check intent, measurement and conversion lag before approving an exact-match negative in this campaign",
      "review_status": "pending human review"
    },
    {
      "finding_id": "QUERY-007",
      "object": "wax melts bulk in Generic - Search",
      "evidence": "spent 96.4 GBP, 0 recorded conversions in the window",
      "proposed_action": "check intent, measurement and conversion lag before approving an exact-match negative in this campaign",
      "review_status": "pending human review"
    },
    {
      "finding_id": "QUERY-008",
      "object": "birthday candles in Shopping - All products",
      "evidence": "spent 88.6 GBP, 0 recorded conversions in the window",
      "proposed_action": "check intent, measurement and conversion lag before approving an exact-match negative in this campaign",
      "review_status": "pending human review"
    },
    {
      "finding_id": "QUERY-009",
      "object": "free candle samples in Generic - Search",
      "evidence": "spent 71.3 GBP, 0 recorded conversions in the window",
      "proposed_action": "check intent, measurement and conversion lag before approving an exact-match negative in this campaign",
      "review_status": "pending human review"
    },
    {
      "finding_id": "BRAND-010",
      "object": "brand queries in Shopping/PMax",
      "evidence": "434.6 GBP attributed across 2 query rows",
      "proposed_action": "review campaign roles and run an incrementality test before changing brand coverage",
      "review_status": "pending human review"
    },
    {
      "finding_id": "SILENT-011",
      "object": "campaign Display - Prospecting",
      "evidence": "640.5 GBP with 0 recorded conversions (0.083 of the report's cost)",
      "proposed_action": "report the window and conversion lag, then review before proposing a pause",
      "review_status": "pending human review"
    },
    {
      "finding_id": "SILENT-012",
      "object": "product NW-401",
      "evidence": "396.1 GBP with 0 recorded conversions (0.152 of the report's cost)",
      "proposed_action": "report the window and conversion lag, then review before proposing a pause",
      "review_status": "pending human review"
    }
  ],
  "conversion_configuration": {
    "actions": [
      {
        "name": "Purchase (Shopify)",
        "optimization": "Primary",
        "conversions": 412.0,
        "value": 29840.0
      },
      {
        "name": "Add to cart",
        "optimization": "Primary",
        "conversions": 3188.0,
        "value": 0.0
      },
      {
        "name": "Newsletter signup",
        "optimization": "Secondary",
        "conversions": 940.0,
        "value": 0.0
      },
      {
        "name": "Phone call (under 30s)",
        "optimization": "Primary",
        "conversions": 61.0,
        "value": 0.0
      },
      {
        "name": "Wholesale enquiry form",
        "optimization": "Secondary",
        "conversions": 14.0,
        "value": 0.0
      }
    ],
    "primary_count": 3,
    "secondary_count": 2,
    "micro_named_primary": [
      "Add to cart",
      "Phone call (under 30s)"
    ],
    "purchase_named_secondary": [],
    "note": "Names suggest an action's purpose; they do not verify its definition, duration or goal usage.",
    "source_fields": [
      "conversions.csv: Conversion action, Action optimization, Conversions, Conv. value"
    ]
  },
  "search_terms": {
    "returned_rows": 14,
    "returned_rows_cost": 3747.4,
    "returned_rows_conversions": 248.0,
    "returned_rows_cpa": 15.11,
    "cpa_note": "aggregate CPA of the returned search-term rows, not account CPA",
    "brand": {
      "rows": 3,
      "cost": 847.2,
      "conversions": 170.0,
      "value": 12284.0,
      "cpa": 4.98
    },
    "non_brand": {
      "rows": 11,
      "cost": 2900.2,
      "conversions": 78.0,
      "value": 5443.0,
      "cpa": 37.18
    },
    "split_note": "brand/non-brand split of the returned query rows only; the broader account split is not measured",
    "zero_conversion": [
      {
        "term": "candle making kit",
        "campaign": "Generic - Search",
        "match_type": "",
        "cost": 388.7,
        "conversions": 0.0,
        "value": 0.0,
        "brand_match": false
      },
      {
        "term": "candle jobs near me",
        "campaign": "Generic - Search",
        "match_type": "",
        "cost": 142.2,
        "conversions": 0.0,
        "value": 0.0,
        "brand_match": false
      },
      {
        "term": "how to make soy candles at home",
        "campaign": "Generic - Search",
        "match_type": "",
        "cost": 127.9,
        "conversions": 0.0,
        "value": 0.0,
        "brand_match": false
      },
      {
        "term": "yankee candle outlet",
        "campaign": "Generic - Search",
        "match_type": "",
        "cost": 119.5,
        "conversions": 0.0,
        "value": 0.0,
        "brand_match": false
      },
      {
        "term": "wax melts bulk",
        "campaign": "Generic - Search",
        "match_type": "",
        "cost": 96.4,
        "conversions": 0.0,
        "value": 0.0,
        "brand_match": false
      },
      {
        "term": "birthday candles",
        "campaign": "Shopping - All products",
        "match_type": "",
        "cost": 88.6,
        "conversions": 0.0,
        "value": 0.0,
        "brand_match": false
      },
      {
        "term": "free candle samples",
        "campaign": "Generic - Search",
        "match_type": "",
        "cost": 71.3,
        "conversions": 0.0,
        "value": 0.0,
        "brand_match": false
      }
    ],
    "zero_conversion_cost": 1034.6,
    "high_cpa": [
      {
        "term": "luxury candles uk",
        "campaign": "Generic - Search",
        "match_type": "",
        "cost": 354.0,
        "conversions": 4.0,
        "value": 300.0,
        "brand_match": false,
        "cpa": 88.5
      }
    ],
    "high_cpa_rule": "conversions > 0 and row CPA > 3 x returned-rows CPA; an Addition screening rule",
    "source_fields": [
      "search_terms.csv: Search term, Campaign, Match type, Cost, Conversions, Conv. value",
      "--brand phrases"
    ]
  },
  "brand_activity_shopping_pmax": {
    "cost": 434.6,
    "conversions": 74.0,
    "value": 5180.0,
    "rows": [
      {
        "term": "northwind candle sale",
        "campaign": "Shopping - All products",
        "match_type": "",
        "cost": 238.4,
        "conversions": 41.0,
        "value": 2870.0,
        "brand_match": true,
        "campaign_type": "shopping"
      },
      {
        "term": "northwind",
        "campaign": "Performance Max - Catalogue",
        "match_type": "",
        "cost": 196.2,
        "conversions": 33.0,
        "value": 2310.0,
        "brand_match": true,
        "campaign_type": "performance max"
      }
    ],
    "note": "attributed cost on reported queries matching the brand phrases in Shopping and Performance Max campaigns; not incremental sales, organic substitution or savings",
    "source_fields": [
      "search_terms.csv joined to campaigns.csv on Campaign; Campaign type in {shopping, performance max}",
      "--brand phrases"
    ]
  },
  "product_contribution": {
    "basis": "reported conversion value x supplied margin fraction - reported ad cost",
    "basis_note": "confirm the value is revenue on the same tax, refund and currency basis as the margin; this is not verified accounting profit",
    "products": 7,
    "below_line": 3,
    "ranking": [
      {
        "item": "NW-401",
        "title": "Candle making kit",
        "cost": 396.1,
        "conversions": 0.0,
        "value": 0.0,
        "margin": 0.3,
        "contribution": -396.1
      },
      {
        "item": "NW-402",
        "title": "Refill wax 1kg",
        "cost": 214.4,
        "conversions": 2.0,
        "value": 58.0,
        "margin": 0.25,
        "contribution": -199.9
      },
      {
        "item": "NW-501",
        "title": "Birthday candles pack",
        "cost": 88.6,
        "conversions": 0.0,
        "value": 0.0,
        "margin": 0.35,
        "contribution": -88.6
      },
      {
        "item": "NW-301",
        "title": "Wick trimmer",
        "cost": 58.2,
        "conversions": 9.0,
        "value": 171.0,
        "margin": 0.4,
        "contribution": 10.2
      },
      {
        "item": "NW-102",
        "title": "Sea Salt soy candle 220g",
        "cost": 488.9,
        "conversions": 61.0,
        "value": 2074.0,
        "margin": 0.62,
        "contribution": 796.98
      },
      {
        "item": "NW-101",
        "title": "Fig & Cedar soy candle 220g",
        "cost": 610.2,
        "conversions": 88.0,
        "value": 2992.0,
        "margin": 0.62,
        "contribution": 1244.84
      },
      {
        "item": "NW-201",
        "title": "Trio gift set",
        "cost": 742.3,
        "conversions": 64.0,
        "value": 3840.0,
        "margin": 0.55,
        "contribution": 1369.7
      }
    ],
    "source_fields": [
      "products.csv: Item ID, Title, Cost, Conversions, Conv. value",
      "margins.csv: Item ID, Margin"
    ]
  },
  "repeat_buyers": null,
  "silent_killers": {
    "rows": [
      {
        "kind": "campaign",
        "name": "Display - Prospecting",
        "cost": 640.5,
        "share": 0.083
      },
      {
        "kind": "product",
        "name": "NW-401",
        "cost": 396.1,
        "share": 0.152
      }
    ],
    "rule": "positive cost and zero recorded conversions, in the first max(1, floor(rows/5)) rows by descending cost or >= 5% of that report's cost; an Addition screening rule, not a statistical test; keywords are not checked",
    "source_fields": [
      "campaigns.csv: Campaign, Cost, Conversions",
      "products.csv: Item ID, Cost, Conversions"
    ]
  }
}