Should This Ad Creative Scale, Be Repaired, or Pause? Read These Variables First

When an ad earns clicks but add-to-cart does not move, or a discount produces orders while refunds and profit worsen, first freeze one creative variable and write audience, page, offer, source file, rights, feed, and day-0/day-2/day-7 readings into one row; use same-scope ATC, purchase, refunds, and contribution profit to decide whether to scale, repair, retire an angle, or pause.