It was not fatigue. It was CVR.
CPA went up. Everyone's first move is to blame creative fatigue and duplicate the ad. Half the time that is the wrong fix. Signals decomposes the change into its legs and names the one that actually broke, so you stop treating the wrong problem.
CPA moved · which leg broke
CPA rose 41%. The creative is fine. The landing page stopped converting. Duplicating the ad would have wasted the week.
Most reporting
tells you CPA went up and colours the cell red. The diagnosis is still on you.
WhyItWon
breaks the move into CPM, CTR and CVR, flags the leg that actually broke, and says in plain words whether it is a creative problem, an auction problem, or a landing-page problem.
What it actually does
Deterministic math, not an AI guess
The funnel decomposition is computed, not written by a model. The words are plain English on top of real arithmetic, so the diagnosis is right even when it is inconvenient.
Rising and falling, proactively
Signals surfaces what moved and why on its own, on the account pulse, so you catch a broken leg on Tuesday instead of at the end of the month.
Ties back to the creative
When the broken leg is CTR, it points you straight to the genome and X-Ray on the ads that slipped, so the fix is a next step, not a mystery.
In the product
The account pulse on Home, and the Signals read on the account.
The whole category shows you the metric moved. WhyItWon tells you which leg broke and what to do, before you duplicate the wrong ad.
See it on your own account.
Book a 30-minute teardown. I will run your ads through this and give you five to eight specific reasons they are winning or losing right now. The findings are yours either way.