Use HYPD to go beyond the numbers and understand what’s actually driving performance changes.
Example Prompts
Can you explain why our revenue increased over the last two days even though spend stayed the same?
Our total conversions are down 30%. Are all campaigns impacted, or is this isolated?
Why did CPC spike last week?
Which campaigns are dragging down overall ROAS?
Example: Root Cause Analysis
Prompt:
Can you explain why our revenue increased over the last two days even though spend stayed the same?
| Date | Spend | Revenue | ROAS | Avg Order Value | Conv Rate |
|---|
| Nov 1 | $911 | $1,259 | 1.38 | $54.74 | 2.62% |
| Nov 2 | $1,375 | $2,124 | 1.54 | $68.54 | 2.41% |
| Nov 3 | $1,350 | $1,477 | 1.09 | $47.67 | 2.51% |
| Nov 4 | $1,350 | $2,803 | 2.08 | $62.36 | 3.89% |
| Nov 5 | $1,172 | $2,470 | 2.11 | $91.87 | 2.52% |
- Higher Conversion Rate on Nov 4 — jumped to 3.89% (vs 2.5% baseline), converting 56% more clicks into sales
- Higher Average Order Value on Nov 5 — AOV hit 91.87(vs 60 baseline), customers buying more expensive items
The “PMax - New Users” campaign drove over 50% of revenue on Nov 5 with a 4.89 ROAS.
Prompt:
Our total 'Demo Scheduled' conversions are down 30%. Are all campaigns impacted, or is this isolated?
| Campaign | Conv 2024 | Conv 2025 | Change | Cost/Conv |
|---|
| Search - Generic | 119 | 482 | +305% | $103.66 |
| Brand Exact | 0 | 29 | New | $2.98 |
| Search - Generic (Alt) | 334 | 251 | -25% | $132.70 |
| Search - DSA | 142 | 25 | -82% | $111.54 |
| Search - Brand Broad | 488 | 133 | -73% | $24.93 |
| Search - Industry (A) | 52 | 0 | -100% | — |
| Search - Industry (B) | 48 | 0 | -100% | — |
| Search - Industry (C) | 45 | 0 | -100% | — |
- “Search - Generic” is the star — growing +305% with 363 new conversions
- 6 campaigns paused — eliminated 244 monthly conversions from Industry Terms campaigns
- “Search - Brand Broad” collapsed — down 73% despite increased spend (efficiency problem)
- “Search - DSA” cut — down 82% after budget reduction
What HYPD Can Analyze
| Analysis Type | Example Question |
|---|
| Root cause | ”Why did revenue drop on Tuesday?” |
| Segmentation | ”Is the CPA increase across all campaigns?” |
| Trend detection | ”When did performance start declining?” |
| Attribution | ”Which campaign drove the conversion spike?” |
Follow up with “Break that down by campaign” or “Show me the daily trend” to dig deeper.
