The direct answer
Calendar length, seasonality and business changes can affect comparisons. A percentage alone does not explain what happened.
Start with the evidence
Show the underlying counts and period dates. Check holiday effects, campaign changes and whether the reporting setup remained consistent.
Make the change deliberately
Use comparable windows and include context the evidence supports. Separate the observed change from explanations that still require investigation.
Further reading
Platform guidance can change. Consult the current official documentation before making platform-specific changes.
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