They don’t actually say why they think leads declined.
They list a few reasons why they think it didn’t increase, e.g. they’re already fast on mobile. But they don’t explain a 59% drop in leads.
Crucially they note that impressions and clicks actually increased with AMP. That points to an unflattering explanation: the AMP format is blocking techniques they use to turn clicks into leads.
So why don’t they discuss the reasons for the drop? Perhaps because they know those techniques are user hostile.
They list a few reasons why they think it didn’t increase, e.g. they’re already fast on mobile. But they don’t explain a 59% drop in leads.
Crucially they note that impressions and clicks actually increased with AMP. That points to an unflattering explanation: the AMP format is blocking techniques they use to turn clicks into leads.
So why don’t they discuss the reasons for the drop? Perhaps because they know those techniques are user hostile.