creative_id	period	spend	impressions	reach	frequency	outbound_clicks	landing_page_views	purchases	revenue	outbound_ctr	landing_page_purchase_rate	roas	observed_pattern	next_check	evidence_status
NL_VITC_ROUTINE	baseline_example	500	50000	30000	1.67	750	690	35	2800	0.0150	0.0507	5.60	baseline	preserve exact campaign and commerce configuration	FICTIONAL_PLANNING_EXAMPLE_NOT_BENCHMARK
NL_VITC_ROUTINE	recent_example	500	52000	22000	2.36	520	480	24	1920	0.0100	0.0500	3.84	frequency_up_ctr_down_lp_rate_stable	inspect audience overlap placement and creative before refresh	FICTIONAL_PLANNING_EXAMPLE_NOT_BENCHMARK
NL_VITC_PAGECHECK	baseline_example	500	50000	30000	1.67	750	690	35	2800	0.0150	0.0507	5.60	baseline	preserve exact campaign and commerce configuration	FICTIONAL_PLANNING_EXAMPLE_NOT_BENCHMARK
NL_VITC_PAGECHECK	recent_example	500	51000	29800	1.71	760	700	18	1440	0.0149	0.0257	2.88	ctr_stable_lp_rate_down	inspect destination offer price shipping tracking and checkout before creative	FICTIONAL_PLANNING_EXAMPLE_NOT_BENCHMARK