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          "name": "Kępki rzęs Bride Style MIX IBRA Makeup",
          "revenue": 5888.83,
          "quantity": 468
        },
        {
          "name": "Zestaw pędzli do makijażu White IBRA Makeup",
          "revenue": 5035.0,
          "quantity": 53
        },
        {
          "name": "Kępki rzęs Bride Style 10mm IBRA Makeup",
          "revenue": 3750.33,
          "quantity": 312
        },
        {
          "name": "Makeup Blender Sponge marmurkowa gąbka do makijażu IBRA Makeup",
          "revenue": 3556.32,
          "quantity": 230
        },
        {
          "name": "Nawilżający puder pod oczy Under Eye Hydra Powder IBRA Makeup",
          "revenue": 3240.59,
          "quantity": 106
        },
        {
          "name": "Kępki rzęs Bride Style 12mm IBRA Makeup",
          "revenue": 3146.88,
          "quantity": 258
        },
        {
          "name": "Zestaw pędzli do makijażu Fresh IBRA Makeup",
          "revenue": 2928.58,
          "quantity": 41
        },
        {
          "name": "Cień do powiek Brown Sugar IBRA Makeup",
          "revenue": 2653.19,
          "quantity": 102
        },
        {
          "name": "Makeup Blender sponge różowa gąbka do makijażu IBRA Makeup",
          "revenue": 2145.1,
          "quantity": 139
        }
      ],
      "source": "google_sheet"
    }
  },
  "semstorm": null,
  "sales_history": [
    {
      "month": "2026-04",
      "transactions": 1711,
      "revenue": 187795.28,
      "aov": 109.76,
      "source": "google_sheet"
    }
  ],
  "seo_links": [],
  "recommendations": [
    {
      "icon": "✅",
      "title": "Google Ads utrzymuje bardzo dobrą rentowność",
      "text": "Konto wygenerowało 641,8 konwersji przy koszcie 6705,35 PLN i ROAS 10,84. Utrzymujemy aktywne kampanie sprzedażowe, a dalsze zwiększanie budżetu prowadzimy sekwencyjnie, przede wszystkim w kampaniach z ROAS powyżej średniej konta."
    },
    {
      "icon": "📈",
      "title": "Więcej konwersji przy prawie stabilnym koszcie pozyskania",
      "text": "W porównaniu miesiąc do miesiąca konwersje wzrosły o 7,9%, koszt o 8,2%, a CPA tylko o 0,4%. Skala rosła bez widocznego pogorszenia kosztu pozyskania, dlatego nie tniemy budżetu całościowo. Pracujemy na miksie kampanii i przesuwamy uwagę na te segmenty, które utrzymują rentowność."
    },
    {
      "icon": "🔍",
      "title": "Brand i PMax niosą główny wynik",
      "text": "Największą część kosztu i wartości konwersji generują [Search] brand oraz [PMax] products (catch-all). Obie kampanie mają ROAS około 12,9, dlatego zostają główne w strukturze. Zmiany celów ROAS lub budżetów wprowadzamy stopniowo i kontrolujemy wolumen po każdej zmianie."
    },
    {
      "icon": "⚠",
      "title": "Kampanie z niskim ROAS wymagają osobnej decyzji",
      "text": "[DG] YouTube Shorts i wybrane kampanie PLA_CL1 mają wyraźnie niższy ROAS niż średnia konta. Nie wyłączamy ich automatycznie tylko na podstawie tego raportu. Rozdzielamy ich role na wsparcie lejka i realną sprzedaż, a przy celu czystej efektywności ograniczamy lub zawężamy je w pierwszej kolejności."
    },
    {
      "icon": "💰",
      "title": "Sprzedaż sklepu jest mocniejsza w danych z arkusza",
      "text": "Arkusz sprzedażowy pokazuje 1711 transakcji i 187795,28 PLN przychodu w kwietniu. Średnia wartość koszyka wynosi 109,76 PLN, dlatego w komunikacji i kampaniach wzmacniamy produkty oraz zestawy, które podnoszą wartość zamówienia, zamiast skupiać się wyłącznie na liczbie transakcji."
    },
    {
      "icon": "➤",
      "title": "Rekomendowany następny krok",
      "text": "Utrzymujemy główny kierunek konta, a optymalizacje prowadzimy punktowo: kontrolujemy kampanie o niskim ROAS, analizujemy udział brandu w wyniku i porównujemy PMax z PLA pod kątem produktów, które można efektywniej skalować. Zmiany budżetów i celów Smart Bidding wdrażamy pojedynczo, z oceną po kolejnej paczce danych."
    }
  ]
}