// mkt-metric-drawers-data.jsx — content for Marketing metric drill-down drawers (Spend / Impr / Clicks / CPC / Conv / CR)

const MKT_METRIC_DRAWERS = {
  ru: {
    spend: {
      header: 'Total Spend',
      path: ['Marketing', 'Snapshot', 'Total spend'],
      period: 'Последние 30 дней · vs Предыдущий',
      kpi: { value: '€8 420', delta: '+€480', sign: 'neg', sub: 'vs €7 940' },
      stats: [
        { label: 'Daily avg',  value: '€281', delta: '+€16',  sign: 'flat', sub: 'vs prev' },
        { label: 'Burn rate',  value: '94%',  delta: 'pacing', sign: 'flat', sub: 'месячного бюджета' },
        { label: 'EoM forecast', value: '€8 950', delta: '+6%', sign: 'neg', sub: 'vs план €8 400' },
      ],
      insightTitle: 'Что произошло',
      insight: 'Spend вырос на €480 (+6%) за счёт TikTok (+€280) и Meta (+€140). Google и Organic — без изменений.',
      breakdown: {
        title: 'Разбивка по каналам',
        unit: '€',
        rows: [
          { ch: 'google',  value: 3140, prev: 3120, share: 37, delta: '+€20',  sign: 'flat' },
          { ch: 'meta',    value: 2740, prev: 2600, share: 33, delta: '+€140', sign: 'neg'  },
          { ch: 'tiktok',  value: 1620, prev: 1340, share: 19, delta: '+€280', sign: 'neg'  },
          { ch: 'organic', value: 920,  prev: 880,  share: 11, delta: '+€40',  sign: 'flat' },
        ],
      },
      timeline: {
        title: 'Динамика по неделям',
        bins: ['W1', 'W2', 'W3', 'W4'],
        series: [
          { ch: 'google',  vals: [780, 790, 770, 800] },
          { ch: 'meta',    vals: [620, 660, 700, 760] },
          { ch: 'tiktok',  vals: [320, 380, 440, 480] },
          { ch: 'organic', vals: [220, 230, 230, 240] },
        ],
      },
      campaigns: {
        title: 'Топ кампании по spend',
        rows: [
          { name: 'Spring Wellness Retreat', ch: 'google',  spend: '€1 240', share: '15%', roas: '4.8x' },
          { name: 'Cabin tour — TopView',    ch: 'tiktok',  spend: '€820',   share: '10%', roas: '3.5x' },
          { name: 'Brand search — Latvia',   ch: 'google',  spend: '€680',   share: '8%',  roas: '6.2x' },
          { name: 'Lookalike 1% past',       ch: 'meta',    spend: '€640',   share: '8%',  roas: '4.1x' },
          { name: 'Spark Ads — winter',      ch: 'tiktok',  spend: '€520',   share: '6%',  roas: '5.4x' },
        ],
      },
      pacing: {
        title: 'Pacing бюджета',
        budget: 9000, spent: 8420, daysLeft: 3, dailyAvg: 281,
        forecastEoM: 8950, label: 'через 3 дня', overBy: '+€550',
      },
      reco: { title: 'Что делать', body: 'Spend на TikTok вырос на 21%, но ROAS просел с 4.6x до 3.4x. Рекомендуем урезать broad-кампании на TikTok на €150/день и переложить в Google brand search (ROAS 6.2x).' },
      actions: { primary: { label: 'Открыть Marketing → Channels' }, export: 'Экспорт CSV' },
    },

    impr: {
      header: 'Impressions',
      path: ['Marketing', 'Snapshot', 'Impressions'],
      period: 'Последние 30 дней · vs Предыдущий',
      kpi: { value: '1.4M', delta: '+12%', sign: 'pos', sub: 'vs 1.25M' },
      stats: [
        { label: 'Reach',       value: '420K',  delta: '+8%',   sign: 'pos', sub: 'unique users' },
        { label: 'Frequency',   value: '3.3',   delta: '+0.2',  sign: 'flat', sub: 'показов на пользователя' },
        { label: 'CPM',         value: '€6.0',  delta: '−€0.4', sign: 'pos', sub: 'cost per mille' },
      ],
      insightTitle: 'Что произошло',
      insight: 'Impressions выросли на 12%, но рост сосредоточен на TikTok (+38%). Frequency на Meta достиг 4.1 — близко к перенасыщению.',
      breakdown: {
        title: 'Разбивка по каналам',
        unit: '',
        format: (v) => v >= 1000 ? `${(v/1000).toFixed(0)}K` : `${v}`,
        rows: [
          { ch: 'meta',    value: 580000, prev: 520000, share: 41, delta: '+12%', sign: 'pos' },
          { ch: 'tiktok',  value: 380000, prev: 275000, share: 27, delta: '+38%', sign: 'pos' },
          { ch: 'google',  value: 320000, prev: 340000, share: 23, delta: '−6%',  sign: 'flat' },
          { ch: 'organic', value: 130000, prev: 120000, share: 9,  delta: '+8%',  sign: 'pos' },
        ],
      },
      timeline: {
        title: 'Динамика по неделям',
        bins: ['W1', 'W2', 'W3', 'W4'],
        series: [
          { ch: 'meta',    vals: [135, 140, 150, 155] },
          { ch: 'tiktok',  vals: [70, 85, 100, 125] },
          { ch: 'google',  vals: [85, 80, 78, 77] },
          { ch: 'organic', vals: [30, 32, 33, 35] },
        ],
        unit: 'K',
      },
      placement: {
        title: 'Размещения',
        rows: [
          { lbl: 'Mobile feed', pct: 58 },
          { lbl: 'Stories',     pct: 22 },
          { lbl: 'Reels / TikTok', pct: 14 },
          { lbl: 'Desktop',     pct: 6 },
        ],
      },
      freq: {
        title: 'Frequency cap по каналам',
        rows: [
          { ch: 'meta',   freq: 4.1, status: 'warn', note: 'высокая частота — риск ad fatigue' },
          { ch: 'tiktok', freq: 2.8, status: 'ok',   note: 'в пределах нормы' },
          { ch: 'google', freq: 2.1, status: 'ok',   note: 'низкая частота, потенциал роста' },
        ],
      },
      reco: { title: 'Что делать', body: 'Frequency на Meta 4.1 — введите cap 3 показа/неделю и обновите креативы (последние работают 28 дней). На Google есть запас по охвату — можно увеличить бюджет brand search на 15%.' },
      actions: { primary: { label: 'Открыть Marketing → Channels' }, export: 'Экспорт CSV' },
    },

    clicks: {
      header: 'Clicks',
      path: ['Marketing', 'Snapshot', 'Clicks'],
      period: 'Последние 30 дней · vs Предыдущий',
      kpi: { value: '14 200', delta: '+5%', sign: 'pos', sub: 'vs 13 540' },
      stats: [
        { label: 'CTR',        value: '1.01%', delta: '−0.06pp', sign: 'neg', sub: 'click-through rate' },
        { label: 'CPC',        value: '€0.59', delta: '+€0.01',  sign: 'flat', sub: 'cost per click' },
        { label: 'Bounce',     value: '38%',   delta: '+2pp',    sign: 'neg', sub: 'session < 10s' },
      ],
      insightTitle: 'Что произошло',
      insight: 'Clicks выросли на 5%, но CTR упал с 1.07% до 1.01% — рост за счёт показов, а не вовлечения. Bounce rate тоже подрос — значит, часть кликов идёт «мимо».',
      breakdown: {
        title: 'Разбивка по каналам',
        unit: '',
        rows: [
          { ch: 'google',  value: 5800, prev: 5650, share: 41, delta: '+3%',  sign: 'flat' },
          { ch: 'meta',    value: 4400, prev: 4180, share: 31, delta: '+5%',  sign: 'pos' },
          { ch: 'tiktok',  value: 2400, prev: 2150, share: 17, delta: '+12%', sign: 'pos' },
          { ch: 'organic', value: 1600, prev: 1560, share: 11, delta: '+3%',  sign: 'flat' },
        ],
      },
      timeline: {
        title: 'Динамика по неделям',
        bins: ['W1', 'W2', 'W3', 'W4'],
        series: [
          { ch: 'google',  vals: [1450, 1430, 1450, 1470] },
          { ch: 'meta',    vals: [1050, 1080, 1110, 1160] },
          { ch: 'tiktok',  vals: [550, 590, 620, 640] },
          { ch: 'organic', vals: [395, 400, 400, 405] },
        ],
      },
      ctrChannel: {
        title: 'CTR по каналам',
        rows: [
          { ch: 'google',  ctr: '1.81%', delta: '−0.05pp', sign: 'flat' },
          { ch: 'meta',    ctr: '0.76%', delta: '−0.10pp', sign: 'neg' },
          { ch: 'tiktok',  ctr: '0.63%', delta: '−0.04pp', sign: 'flat' },
          { ch: 'organic', ctr: '1.23%', delta: '+0.02pp', sign: 'pos' },
        ],
      },
      bounce: {
        title: 'Качество трафика',
        rows: [
          { ch: 'google',  bounce: '24%', avg: '2:14', tone: 'good' },
          { ch: 'meta',    bounce: '42%', avg: '1:08', tone: 'warn' },
          { ch: 'tiktok',  bounce: '52%', avg: '0:38', tone: 'bad'  },
          { ch: 'organic', bounce: '28%', avg: '2:42', tone: 'good' },
        ],
      },
      reco: { title: 'Что делать', body: 'TikTok даёт 17% кликов, но 52% bounce и 38s среднее время на странице. Часть трафика — случайные клики на Spark Ads. Рекомендуем добавить more-friction CTA (Learn more вместо Book now), чтобы фильтровать «холодных».' },
      actions: { primary: { label: 'Открыть Marketing → Funnel' }, export: 'Экспорт CSV' },
    },

    cpc: {
      header: 'CPC — Cost per Click',
      path: ['Marketing', 'Snapshot', 'CPC'],
      period: 'Последние 30 дней · vs Предыдущий',
      kpi: { value: '€0.59', delta: '+€0.01', sign: 'flat', sub: 'vs €0.58' },
      stats: [
        { label: 'CTR',        value: '1.01%', delta: '−0.06pp', sign: 'neg', sub: 'click-through rate' },
        { label: 'Avg CPM',    value: '€6.0',  delta: '−€0.4',   sign: 'pos', sub: 'cost per mille' },
        { label: 'Quality scr', value: '7.2',   delta: '−0.3',    sign: 'flat', sub: 'Google avg' },
      ],
      insightTitle: 'Что произошло',
      insight: 'CPC стабилен, но цены растут на Meta (+€0.06) и TikTok (+€0.04). Google CPC снизился благодаря росту Quality Score brand-кампаний.',
      breakdown: {
        title: 'CPC по каналам',
        unit: '€',
        format: (v) => `€${v.toFixed(2)}`,
        rows: [
          { ch: 'google',  value: 0.54, prev: 0.55, share: null, delta: '−€0.01', sign: 'pos' },
          { ch: 'meta',    value: 0.62, prev: 0.56, share: null, delta: '+€0.06', sign: 'neg' },
          { ch: 'tiktok',  value: 0.68, prev: 0.64, share: null, delta: '+€0.04', sign: 'neg' },
          { ch: 'organic', value: 0,    prev: 0,    share: null, delta: 'N/A',    sign: 'flat' },
        ],
      },
      timeline: {
        title: 'CPC: динамика по неделям',
        bins: ['W1', 'W2', 'W3', 'W4'],
        series: [
          { ch: 'google',  vals: [0.55, 0.55, 0.54, 0.54] },
          { ch: 'meta',    vals: [0.56, 0.58, 0.60, 0.62] },
          { ch: 'tiktok',  vals: [0.64, 0.66, 0.67, 0.68] },
        ],
        unit: '€',
      },
      campaigns: {
        title: 'Топ кампании по CPC',
        rows: [
          { name: 'Cabin tour — TopView',    ch: 'tiktok',  cpc: '€0.82', clicks: '480',  ctr: '0.55%' },
          { name: 'Lookalike 1% past',       ch: 'meta',    cpc: '€0.68', clicks: '940',  ctr: '0.78%' },
          { name: 'Spark Ads — winter',      ch: 'tiktok',  cpc: '€0.55', clicks: '950',  ctr: '0.71%' },
          { name: 'Brand search — Latvia',   ch: 'google',  cpc: '€0.18', clicks: '3 780', ctr: '4.20%' },
          { name: 'Spring Wellness',         ch: 'google',  cpc: '€0.74', clicks: '1 680', ctr: '1.54%' },
        ],
      },
      bench: {
        title: 'Benchmarks (горизонтальный отель, EU)',
        rows: [
          { metric: 'CPC',     vals: ['€0.59', '€0.50—0.70'], tone: ['good', null], cols: ['Вы', 'Бенчмарк'] },
          { metric: 'Google',  vals: ['€0.54', '€0.40—0.60'], tone: ['good', null] },
          { metric: 'Meta',    vals: ['€0.62', '€0.45—0.65'], tone: ['warn', null] },
          { metric: 'TikTok',  vals: ['€0.68', '€0.35—0.55'], tone: ['bad', null] },
        ],
      },
      reco: { title: 'Что делать', body: 'TikTok CPC на 25% выше бенчмарка. Причина — конкуренция за broad-аудиторию на Spark Ads. Попробуйте interest-targeting (wellness, retreat, glamping) и обновите креативы — старые работают 28 дней.' },
      actions: { primary: { label: 'Открыть Marketing → Channels' }, export: 'Экспорт CSV' },
    },

    conv: {
      header: 'Conversions',
      path: ['Marketing', 'Snapshot', 'Conversions'],
      period: 'Последние 30 дней · vs Предыдущий',
      kpi: { value: '142', delta: '+18', sign: 'pos', sub: 'vs 124' },
      stats: [
        { label: 'CR',         value: '1.0%',  delta: '+0.08pp', sign: 'pos', sub: 'conversion rate' },
        { label: 'AOV',        value: '€420',  delta: '+€8',     sign: 'pos', sub: 'avg order value' },
        { label: 'CAC',        value: '€59',   delta: '−€5',     sign: 'pos', sub: 'cost per acquisition' },
      ],
      insightTitle: 'Что произошло',
      insight: 'Conversions выросли на 14%. Drives — Google brand search (+8 booking) и Meta lookalike (+6). TikTok conversions упали на 2.',
      breakdown: {
        title: 'Conversions по каналам',
        unit: '',
        rows: [
          { ch: 'google',  value: 64, prev: 56, share: 45, delta: '+8',  sign: 'pos' },
          { ch: 'meta',    value: 38, prev: 32, share: 27, delta: '+6',  sign: 'pos' },
          { ch: 'tiktok',  value: 14, prev: 16, share: 10, delta: '−2',  sign: 'neg' },
          { ch: 'organic', value: 26, prev: 20, share: 18, delta: '+6',  sign: 'pos' },
        ],
      },
      timeline: {
        title: 'Conversions: динамика по неделям',
        bins: ['W1', 'W2', 'W3', 'W4'],
        series: [
          { ch: 'google',  vals: [14, 16, 16, 18] },
          { ch: 'meta',    vals: [9, 9, 10, 10] },
          { ch: 'tiktok',  vals: [4, 4, 3, 3] },
          { ch: 'organic', vals: [6, 6, 7, 7] },
        ],
      },
      breakdown2: {
        title: 'Конверсии по типу',
        rows: [
          { lbl: 'Direct booking',     value: 84, share: 59 },
          { lbl: 'Booking.com / OTA',  value: 28, share: 20 },
          { lbl: 'WhatsApp inquiry',   value: 18, share: 13 },
          { lbl: 'Phone call',         value: 12, share: 8  },
        ],
      },
      campaigns: {
        title: 'Топ кампании по conversions',
        rows: [
          { name: 'Brand search — Latvia',   ch: 'google',  conv: 38, cac: '€18',  roas: '6.2x' },
          { name: 'Spring Wellness',         ch: 'google',  conv: 22, cac: '€56',  roas: '4.8x' },
          { name: 'Lookalike 1% past',       ch: 'meta',    conv: 18, cac: '€36',  roas: '4.1x' },
          { name: 'Retargeting cart',        ch: 'meta',    conv: 14, cac: '€28',  roas: '5.7x' },
          { name: 'Spark Ads — winter',      ch: 'tiktok',  conv: 10, cac: '€52',  roas: '5.4x' },
        ],
      },
      reco: { title: 'Что делать', body: 'Google brand search даёт 27% всех конверсий при CAC €18 — это в 4 раза дешевле среднего. Увеличьте бюджет brand search на 25% (~€170/день). Параллельно — пересмотрите TikTok creatives, conversions падают.' },
      actions: { primary: { label: 'Открыть Marketing → Funnel' }, export: 'Экспорт CSV' },
    },

    cr: {
      header: 'Conversion Rate',
      path: ['Marketing', 'Snapshot', 'Conversion rate'],
      period: 'Последние 30 дней · vs Предыдущий',
      kpi: { value: '1.0%', delta: '+0.08pp', sign: 'pos', sub: 'vs 0.92%' },
      stats: [
        { label: 'Sessions',     value: '14 200', delta: '+5%',     sign: 'pos', sub: '' },
        { label: 'Conversions',  value: '142',    delta: '+14%',    sign: 'pos', sub: '' },
        { label: 'AOV',          value: '€420',   delta: '+€8',     sign: 'pos', sub: 'avg order value' },
      ],
      insightTitle: 'Что произошло',
      insight: 'CR вырос с 0.92% до 1.0% за счёт двух факторов: оптимизация landing page Spring Wellness (+0.15pp) и рост доли brand-трафика Google.',
      breakdown: {
        title: 'CR по каналам',
        unit: '%',
        format: (v) => `${v.toFixed(2)}%`,
        rows: [
          { ch: 'google',  value: 1.10, prev: 0.99, share: null, delta: '+0.11pp', sign: 'pos' },
          { ch: 'organic', value: 1.63, prev: 1.28, share: null, delta: '+0.35pp', sign: 'pos' },
          { ch: 'meta',    value: 0.86, prev: 0.77, share: null, delta: '+0.09pp', sign: 'pos' },
          { ch: 'tiktok',  value: 0.58, prev: 0.74, share: null, delta: '−0.16pp', sign: 'neg' },
        ],
      },
      timeline: {
        title: 'CR по неделям',
        bins: ['W1', 'W2', 'W3', 'W4'],
        series: [
          { ch: 'google',  vals: [0.96, 1.12, 1.10, 1.22] },
          { ch: 'organic', vals: [1.52, 1.50, 1.78, 1.73] },
          { ch: 'meta',    vals: [0.86, 0.83, 0.90, 0.86] },
          { ch: 'tiktok',  vals: [0.73, 0.68, 0.48, 0.47] },
        ],
        unit: '%',
      },
      funnel: {
        title: 'CR по этапам воронки',
        rows: [
          { stage: 'Session → View',           rate: '64%', drop: '36%' },
          { stage: 'View → Booking page',      rate: '12%', drop: '88%' },
          { stage: 'Booking page → Initiate',  rate: '34%', drop: '66%' },
          { stage: 'Initiate → Confirm',       rate: '38%', drop: '62%' },
        ],
      },
      bench: {
        title: 'Benchmarks (горизонтальный отель, EU)',
        rows: [
          { metric: 'Overall CR', vals: ['1.0%',  '0.8—1.5%'], tone: ['good', null], cols: ['Вы', 'Бенчмарк'] },
          { metric: 'Google',     vals: ['1.10%', '1.0—1.8%'], tone: ['warn', null] },
          { metric: 'Meta',       vals: ['0.86%', '0.7—1.2%'], tone: ['good', null] },
          { metric: 'TikTok',     vals: ['0.58%', '0.5—1.0%'], tone: ['warn', null] },
        ],
      },
      reco: { title: 'Что делать', body: 'CR упал на TikTok с 0.74% до 0.58% — landing page видеотрафика отжимает. Сделайте отдельный TikTok-landing с фокусом на «virtual cabin tour» и social proof (UGC). Цель — выйти на 0.8% за 30 дней.' },
      actions: { primary: { label: 'Открыть Marketing → Funnel' }, export: 'Экспорт CSV' },
    },
  },
};

// ============ EN translation (data values stay the same; only text translates) ============
MKT_METRIC_DRAWERS.en = {
  spend: {
    ...MKT_METRIC_DRAWERS.ru.spend,
    path: ['Marketing', 'Snapshot', 'Total spend'],
    period: 'Last 30 days · vs Previous',
    kpi: { ...MKT_METRIC_DRAWERS.ru.spend.kpi, sub: 'vs €7,940' },
    stats: [
      { label: 'Daily avg',     value: '€281', delta: '+€16',  sign: 'flat', sub: 'vs prev' },
      { label: 'Burn rate',     value: '94%',  delta: 'pacing',sign: 'flat', sub: 'of monthly budget' },
      { label: 'EoM forecast',  value: '€8,950', delta: '+6%', sign: 'neg',  sub: 'vs plan €8,400' },
    ],
    insightTitle: 'What happened',
    insight: 'Spend grew €480 (+6%), driven by TikTok (+€280) and Meta (+€140). Google and Organic flat.',
    breakdown: { ...MKT_METRIC_DRAWERS.ru.spend.breakdown, title: 'Channel breakdown' },
    timeline: { ...MKT_METRIC_DRAWERS.ru.spend.timeline, title: 'Weekly trend' },
    campaigns: { ...MKT_METRIC_DRAWERS.ru.spend.campaigns, title: 'Top campaigns by spend' },
    pacing: { ...MKT_METRIC_DRAWERS.ru.spend.pacing, title: 'Budget pacing', label: 'in 3 days', overBy: '+€550' },
    reco: { title: 'What to do', body: 'TikTok spend up 21%, but ROAS dropped from 4.6x to 3.4x. Cut broad TikTok campaigns by €150/day, shift into Google brand search (ROAS 6.2x).' },
    actions: { primary: { label: 'Open Marketing → Channels' }, export: 'Export CSV' },
  },
  impr: {
    ...MKT_METRIC_DRAWERS.ru.impr,
    path: ['Marketing', 'Snapshot', 'Impressions'],
    period: 'Last 30 days · vs Previous',
    kpi: { ...MKT_METRIC_DRAWERS.ru.impr.kpi, sub: 'vs 1.25M' },
    stats: [
      { label: 'Reach',     value: '420K',  delta: '+8%',   sign: 'pos',  sub: 'unique users' },
      { label: 'Frequency', value: '3.3',   delta: '+0.2',  sign: 'flat', sub: 'per user' },
      { label: 'CPM',       value: '€6.0',  delta: '−€0.4', sign: 'pos',  sub: 'cost per mille' },
    ],
    insightTitle: 'What happened',
    insight: 'Impressions up 12%, but growth is concentrated on TikTok (+38%). Meta frequency hit 4.1 — close to ad fatigue threshold.',
    breakdown: { ...MKT_METRIC_DRAWERS.ru.impr.breakdown, title: 'Channel breakdown' },
    timeline: { ...MKT_METRIC_DRAWERS.ru.impr.timeline, title: 'Weekly trend' },
    placement: { ...MKT_METRIC_DRAWERS.ru.impr.placement, title: 'Placements' },
    freq: {
      title: 'Frequency cap by channel',
      rows: [
        { ch: 'meta',   freq: 4.1, status: 'warn', note: 'high frequency — risk of ad fatigue' },
        { ch: 'tiktok', freq: 2.8, status: 'ok',   note: 'within range' },
        { ch: 'google', freq: 2.1, status: 'ok',   note: 'low frequency — room to grow' },
      ],
    },
    reco: { title: 'What to do', body: 'Meta frequency at 4.1 — set a 3/week cap and refresh creatives (28 days running). Google has reach headroom — bump brand search budget +15%.' },
    actions: { primary: { label: 'Open Marketing → Channels' }, export: 'Export CSV' },
  },
  clicks: {
    ...MKT_METRIC_DRAWERS.ru.clicks,
    path: ['Marketing', 'Snapshot', 'Clicks'],
    period: 'Last 30 days · vs Previous',
    kpi: { ...MKT_METRIC_DRAWERS.ru.clicks.kpi, sub: 'vs 13,540' },
    stats: [
      { label: 'CTR',    value: '1.01%', delta: '−0.06pp', sign: 'neg',  sub: 'click-through rate' },
      { label: 'CPC',    value: '€0.59', delta: '+€0.01',  sign: 'flat', sub: 'cost per click' },
      { label: 'Bounce', value: '38%',   delta: '+2pp',    sign: 'neg',  sub: 'session < 10s' },
    ],
    insightTitle: 'What happened',
    insight: 'Clicks up 5%, but CTR fell from 1.07% to 1.01% — growth is from impressions, not engagement. Bounce rate up too — some clicks are accidental.',
    breakdown: { ...MKT_METRIC_DRAWERS.ru.clicks.breakdown, title: 'Channel breakdown' },
    timeline: { ...MKT_METRIC_DRAWERS.ru.clicks.timeline, title: 'Weekly trend' },
    ctrChannel: { ...MKT_METRIC_DRAWERS.ru.clicks.ctrChannel, title: 'CTR by channel' },
    bounce: {
      title: 'Traffic quality',
      rows: [
        { ch: 'google',  bounce: '24%', avg: '2:14', tone: 'good' },
        { ch: 'meta',    bounce: '42%', avg: '1:08', tone: 'warn' },
        { ch: 'tiktok',  bounce: '52%', avg: '0:38', tone: 'bad'  },
        { ch: 'organic', bounce: '28%', avg: '2:42', tone: 'good' },
      ],
    },
    reco: { title: 'What to do', body: 'TikTok generates 17% of clicks but 52% bounce and 38s avg session. Some are accidental Spark Ads taps. Add friction CTA (Learn more vs Book now) to filter cold audiences.' },
    actions: { primary: { label: 'Open Marketing → Funnel' }, export: 'Export CSV' },
  },
  cpc: {
    ...MKT_METRIC_DRAWERS.ru.cpc,
    header: 'CPC — Cost per Click',
    path: ['Marketing', 'Snapshot', 'CPC'],
    period: 'Last 30 days · vs Previous',
    kpi: { ...MKT_METRIC_DRAWERS.ru.cpc.kpi, sub: 'vs €0.58' },
    stats: [
      { label: 'CTR',         value: '1.01%', delta: '−0.06pp', sign: 'neg',  sub: 'click-through rate' },
      { label: 'Avg CPM',     value: '€6.0',  delta: '−€0.4',   sign: 'pos',  sub: 'cost per mille' },
      { label: 'Quality scr', value: '7.2',   delta: '−0.3',    sign: 'flat', sub: 'Google avg' },
    ],
    insightTitle: 'What happened',
    insight: 'CPC stable, but rising on Meta (+€0.06) and TikTok (+€0.04). Google CPC dropped thanks to higher Quality Score on brand campaigns.',
    breakdown: { ...MKT_METRIC_DRAWERS.ru.cpc.breakdown, title: 'CPC by channel' },
    timeline: { ...MKT_METRIC_DRAWERS.ru.cpc.timeline, title: 'CPC weekly trend' },
    campaigns: { ...MKT_METRIC_DRAWERS.ru.cpc.campaigns, title: 'Top campaigns by CPC' },
    bench: {
      title: 'Benchmarks (boutique hotel, EU)',
      rows: [
        { metric: 'CPC',     vals: ['€0.59', '€0.50—0.70'], tone: ['good', null], cols: ['You', 'Benchmark'] },
        { metric: 'Google',  vals: ['€0.54', '€0.40—0.60'], tone: ['good', null] },
        { metric: 'Meta',    vals: ['€0.62', '€0.45—0.65'], tone: ['warn', null] },
        { metric: 'TikTok',  vals: ['€0.68', '€0.35—0.55'], tone: ['bad', null] },
      ],
    },
    reco: { title: 'What to do', body: 'TikTok CPC is 25% above benchmark. Cause — competition for broad audiences on Spark Ads. Try interest-targeting (wellness, retreat, glamping) and refresh creatives.' },
    actions: { primary: { label: 'Open Marketing → Channels' }, export: 'Export CSV' },
  },
  conv: {
    ...MKT_METRIC_DRAWERS.ru.conv,
    path: ['Marketing', 'Snapshot', 'Conversions'],
    period: 'Last 30 days · vs Previous',
    kpi: { ...MKT_METRIC_DRAWERS.ru.conv.kpi, sub: 'vs 124' },
    stats: [
      { label: 'CR',  value: '1.0%',  delta: '+0.08pp', sign: 'pos', sub: 'conversion rate' },
      { label: 'AOV', value: '€420',  delta: '+€8',     sign: 'pos', sub: 'avg order value' },
      { label: 'CAC', value: '€59',   delta: '−€5',     sign: 'pos', sub: 'cost per acquisition' },
    ],
    insightTitle: 'What happened',
    insight: 'Conversions up 14%. Drivers — Google brand search (+8 bookings) and Meta lookalike (+6). TikTok conversions down 2.',
    breakdown: { ...MKT_METRIC_DRAWERS.ru.conv.breakdown, title: 'Conversions by channel' },
    timeline: { ...MKT_METRIC_DRAWERS.ru.conv.timeline, title: 'Conversions weekly trend' },
    breakdown2: {
      title: 'Conversions by type',
      rows: [
        { lbl: 'Direct booking',    value: 84, share: 59 },
        { lbl: 'Booking.com / OTA', value: 28, share: 20 },
        { lbl: 'WhatsApp inquiry',  value: 18, share: 13 },
        { lbl: 'Phone call',        value: 12, share: 8  },
      ],
    },
    campaigns: { ...MKT_METRIC_DRAWERS.ru.conv.campaigns, title: 'Top campaigns by conversions' },
    reco: { title: 'What to do', body: 'Google brand search delivers 27% of all conversions at €18 CAC — 4× cheaper than average. Bump brand search budget +25% (~€170/day). Meanwhile review TikTok creatives — conversions are sliding.' },
    actions: { primary: { label: 'Open Marketing → Funnel' }, export: 'Export CSV' },
  },
  cr: {
    ...MKT_METRIC_DRAWERS.ru.cr,
    header: 'Conversion Rate',
    path: ['Marketing', 'Snapshot', 'Conversion rate'],
    period: 'Last 30 days · vs Previous',
    kpi: { ...MKT_METRIC_DRAWERS.ru.cr.kpi, sub: 'vs 0.92%' },
    stats: [
      { label: 'Sessions',    value: '14,200', delta: '+5%',  sign: 'pos', sub: '' },
      { label: 'Conversions', value: '142',    delta: '+14%', sign: 'pos', sub: '' },
      { label: 'AOV',         value: '€420',   delta: '+€8',  sign: 'pos', sub: 'avg order value' },
    ],
    insightTitle: 'What happened',
    insight: 'CR up from 0.92% to 1.0% — driven by Spring Wellness landing page optimization (+0.15pp) and higher Google brand traffic share.',
    breakdown: { ...MKT_METRIC_DRAWERS.ru.cr.breakdown, title: 'CR by channel' },
    timeline: { ...MKT_METRIC_DRAWERS.ru.cr.timeline, title: 'CR weekly trend' },
    funnel: {
      title: 'CR by funnel stage',
      rows: [
        { stage: 'Session → View',          rate: '64%', drop: '36%' },
        { stage: 'View → Booking page',     rate: '12%', drop: '88%' },
        { stage: 'Booking page → Initiate', rate: '34%', drop: '66%' },
        { stage: 'Initiate → Confirm',      rate: '38%', drop: '62%' },
      ],
    },
    bench: {
      title: 'Benchmarks (boutique hotel, EU)',
      rows: [
        { metric: 'Overall CR', vals: ['1.0%',  '0.8—1.5%'], tone: ['good', null], cols: ['You', 'Benchmark'] },
        { metric: 'Google',     vals: ['1.10%', '1.0—1.8%'], tone: ['warn', null] },
        { metric: 'Meta',       vals: ['0.86%', '0.7—1.2%'], tone: ['good', null] },
        { metric: 'TikTok',     vals: ['0.58%', '0.5—1.0%'], tone: ['warn', null] },
      ],
    },
    reco: { title: 'What to do', body: 'CR dropped on TikTok from 0.74% to 0.58% — landing page is cold for video traffic. Build a TikTok-specific landing focused on virtual cabin tour and UGC social proof. Target: 0.8% in 30 days.' },
    actions: { primary: { label: 'Open Marketing → Funnel' }, export: 'Export CSV' },
  },
};

window.MKT_METRIC_DRAWERS = MKT_METRIC_DRAWERS;