Why did this number change?

{{metric}} went {{change}}. Also happening: {{context}}

Before explaining it, decompose the move: which segments, which cohorts, and
whether it is fewer people or less activity per person. Say what each split would
tell me.

Then give the two most likely explanations, and for each the specific query that
would confirm it. Do not present a story as an answer.

What to fill in

{{metric}}

The metric — e.g. weekly active users

{{change}}

What it did — e.g. down 12% week over week

{{context}}

What else happened — e.g. we shipped 1.3.1; a holiday week in the US

What it produces

Decompose first: split by platform, by plan, and new vs
returning. Fewer people or less activity each? Those point
different directions.

Most likely: (a) US holiday week — check the same week last
year, and non-US separately. (b) 1.3.1 broke the event that
records activity — check events per active session, which
should be flat if it's a holiday and down if it's the release.

Don't report the holiday story until (b) is ruled out.