How do I find why CPA went up?

Split the change into volume, efficiency, and mix.

Is the mix 'share' a cost share?

No, it is outcome share. A unit that improved efficiency can show a lower cost share and a higher outcome share, which looks wrong if read as spend.

Do totals differ between levels?

No. The decomposition happens once at the finest grain and rolls up by summation, so channel, campaign, and creative totals reconcile.

Does this prove the cause?

No. It attributes the change exactly to three terms; the underlying reason (bidding, competition, seasonality) still needs separate verification.

Change drivers

Campaign Performance Variance

Decompose a performance change into volume, efficiency, and mix effects with zero residual (why did CPA go up?).Needs: Date · Ad spend · Split by · Conversions4 required columns

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Composition change

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Campaign saturation

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