Analysis & Insights

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?

Prompt:

Can you explain why our revenue increased over the last two days even though spend stayed the same?

HYPD Response:

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%

Key Drivers:

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?

HYPD Response: The 30% drop isn’t evenly distributed. Here’s what’s actually happening:

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%	—

Key Findings:

“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

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.