Benchmarks and interpretation (SB)

These are orientation ranges, not pass/fail rules. Always label them as benchmarks and let the user override with account targets.

CTR

• Common narrative range cited for SB: ~0.30%–0.80% CTR (percentage of impressions). Your export may express CTR as a decimal or percent — normalize before comparing.
• Low CTR flag (default storytelling): below 0.20% (as % of impressions) may warrant creative or targeting review if impressions are material (avoid flagging sparse rows).

ACoS / ROAS

• Interpret relative to the user’s target ACoS or target ROAS and margin. Without targets, compare to portfolio median and best peers in the same file.

New-to-brand (NTB)

• SB reports sometimes include NTB orders, NTB sales, or NTB percentages. If present:
  • Report NTB order share and NTB sales share with the same attribution definitions as total orders/sales.
  • Explain that high NTB can contextualize higher ACoS for acquisition-heavy goals; it does not remove the need for a ceiling tied to economics.

Impression share

• If the report includes impression share or lost impression share fields, use them for delivery constraint narrative (budget vs bids vs relevance). Map column names from the actual file — names vary.

Recommendations — pattern library

Use only when supported by the table:

• High spend + high ACoS + low NTB: tighten targeting, refresh creative, reduce bids or pause worst segments.
• High CTR + low CVR (if conversion columns exist): landing page / Store, offer, or query relevance — label as hypothesis.
• Strong efficiency + capped delivery (impression share metrics if present): consider budget or bid headroom tests.

Always state what column supported each conclusion.