ILLUSTRATIVE ANSWER — EDITORIALLY WRITTEN, NOT A RECORDED MODEL OUTPUT

Draft summary
Leads increased from 100 to 121, while ad spend rose from £2,000 to £2,200.
Cost per lead fell from £20.00 to £18.18. Lead volume grew faster than spend
in these two periods. The supplied figures do not show whether lead quality
or revenue changed, and they do not establish what caused the difference.

What the data cannot tell us
No information about revenue, lead quality, creative changes or attribution
has been supplied. Do not infer a cause or forecast future results.

Checks before approval
Confirm that both periods use the same definitions and tracking method.
Check the figures against the approved source, confirm the recipient and
record the account manager's approval before sharing any final report.
