Not sure what to analyze first?

Choose the symptom that feels closest. After the third answer, you’ll get one analysis to check first.

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What changed?

Before you diagnose

Where should I start when CPI rises?

Decompose cost and installs by channel and campaign to separate volume, mix, and efficiency effects.

Does an organic decline after scaling ads prove cannibalization?

No. Separate natural trend and seasonality, then validate with a holdout when possible.

Does the diagnosis prove the cause?

No. It proposes hypotheses and a check order while separating observational association from causal evidence.