I was once asked why we saw a spike in conversions.
With hardly any research, my boss said it was because of x to the exec asking.
It didn't feel right to jump to conclusions so quickly. So I decided to dig around.
Turned out to be something completely different but now we have to go back and say we were wrong.
If there's one thing I can suggest, always look for all possible things adding to the event.
I have found so many different things that made an impact.
Some things like:
1. unknown product releases
2. email blasts
3. social ad that got a spike in engagement
5. ads took off in select location that hadn't been targeted before.
This exploration can sometimes lead to big business impacts too.
For example, I found a snow storm forecast greatly increased lead generation for certain products. So what can you do with that new info?
In this case, I set up an api pull to track all snowstorm forecast and pushed ads in those areas and saw a huge drop in CAC during those times. It was a huge win.
Never know what you'll find.