The short version, for every time you go looking.

• Set the date range first. Most confusing comparisons are two different windows.

• Start from the attribute, not the ad. The pattern is the point; a single ad rarely is.

• Check coverage and confidence. How much of your spend is tagged, and how many ads sit behind the finding.

• Hover anything you are unsure of. Metric definitions are inline.

• Export before you present. Send the reasoning, not a screenshot.

• Take it into the next brief. Insights are direction for what to make next.