what accounts for it
61%
Conversion rate fell
8.1% → 5.1%
↳
Buy box share went 96% → 88% on Aug 4 — a second FBA offer appeared at $18.49, a dollar and a half under us, and has held the box for 21% of the day since.
Listings · buy box
↳
Out of stock Aug 9–11. The campaign stayed enabled and spent $186 over those three days.
Restock · PB224
24%
Cost per click rose
$0.72 → $0.94
↳
Two rivals raised bids on therapy putty around Aug 6; our top-of-search share held, so the same placement simply cost more.
Search Terms
11%
Spend shifted to broad match
38% → 61% of spend
↳
Exact-match targets hit their bid ceiling while broad had headroom, so the budget drained through the looser match type.
Targets
4%
Not accounted for
residual
checked, and not the cause
✓
Our price
unchanged at $19.99 for 94 days
✓
Review rating
steady at 4.4, no review velocity change
✓
Seasonality
the category moved +2% over the same window
✓
The +80% top-of-search modifier
never actually applied — it has been inert since it was set
✓
Budget
the campaign capped on 3 of 30 days, same as the prior window