Hello, Sorry if this isn't the right place but it appears to be. I've just started to do PPC and I have been asked to do insights for a client and I need to 'tell a story' but what I'm having trouble with is connecting the relationship for certain matrix. Hope you know what I mean. When writing insights I need to put in writing the following.... I need to say, why did conversions go up/down. What connection does that have to the CTR or Click to conversion rate. Why has the CPC fallen this week. Is there a connection between a drop in conversions and an increase in CPCs? I've tried to find a simple guide to help me but can't seem to find one. Can someone help me please. Many thanks Ben