<?php
/**
 * Words for lead and tracking alerts.
 *
 * @package TurtleReport
 */

namespace TurtleReport\Attention;

use TurtleReport\Profiles\Profile;

defined( 'ABSPATH' ) || exit;

/**
 * Wording for lead issues: fewer leads, broken conversion tracking and lost
 * organic sessions.
 */
final class LeadWording {

	/**
	 * Leads down.
	 *
	 * @param array   $d    Data.
	 * @param Profile $site Site.
	 * @return array
	 */
	public static function leads( array $d, Profile $site ) {
		// The site's label as it is now, so an older alert reads the same as the report ("Leads + phone clicks").
		// A drop in the priority events alone names those events instead.
		$picked   = ! empty( $d['priority'] ) ? array_values( array_map( 'strval', (array) $d['priority'] ) ) : array();
		$label    = $picked ? ( 1 === count( $picked ) ? $picked[0] : __( 'Priority conversions', 'turtlereport' ) ) : $site->conversion_label();
		$now      = (float) Wording::val( $d, array( 'now' ) );
		$prev     = (float) Wording::val( $d, array( 'prev' ) );
		$sessions = isset( $d['sessions'] ) && is_array( $d['sessions'] ) ? $d['sessions'] : null;
		$events   = isset( $d['events'] ) ? (array) $d['events'] : array();
		$pages    = isset( $d['pages'] ) ? (array) $d['pages'] : array();
		$lost     = max( 1, $prev - $now );
		$facts    = array( Wording::fact( $label, $prev, $now ) );
		$metrics  = array( Wording::metric( $label, Wording::num( $now ), Rules::change( $now, $prev ) ) );
		$insights = array(
			sprintf(
				/* translators: 1: conversion label, 2: percentage, 3: before, 4: now. */
				__( '%1$s from organic search fell %2$s (%3$s → %4$s).', 'turtlereport' ),
				$label,
				Wording::pct_abs( Wording::val( $d, array( 'change' ) ) ),
				Wording::num( $prev ),
				Wording::num( $now )
			),
		);
		$pattern  = 'mixed';

		if ( $sessions ) {
			list( $s_now, $s_prev ) = array( (float) $sessions[0], (float) $sessions[1] );
			$cr_now                 = $s_now > 0 ? $now / $s_now : 0;
			$cr_prev                = $s_prev > 0 ? $prev / $s_prev : 0;
			$sc                     = Rules::change( $s_now, $s_prev );
			$crc                    = Rules::change( $cr_now, $cr_prev );
			$facts[]                = Wording::fact( __( 'Organic sessions', 'turtlereport' ), $s_prev, $s_now );
			$facts[]                = Wording::fact( __( 'Conversion rate', 'turtlereport' ), $cr_prev, $cr_now, 'ratio' );
			$metrics[]              = Wording::metric( __( 'Organic sessions', 'turtlereport' ), Wording::num( $s_now ), $sc );
			$metrics[]              = array(
				'label'  => __( 'Conversion rate', 'turtlereport' ),
				'value'  => Wording::pct( $cr_now ),
				'change' => Wording::pts( ( $cr_now - $cr_prev ) * 100 ),
				'tone'   => abs( $cr_now - $cr_prev ) * 100 < 0.1 ? 'flat' : ( $cr_now < $cr_prev ? 'bad' : 'good' ),
			);
			if ( null !== $sc && $sc <= -15 && ( null === $crc || $crc > -20 ) ) {
				$pattern    = 'traffic';
				$insights[] = sprintf(
					/* translators: 1: sessions before, 2: sessions now, 3: rate before, 4: rate now. */
					__( 'Organic visits fell by a similar amount (%1$s → %2$s) while the conversion rate held (%3$s → %4$s): fewer people arrived, rather than fewer of them converting. The cause is upstream, in search traffic.', 'turtlereport' ),
					Wording::num( $s_prev ),
					Wording::num( $s_now ),
					Wording::pct( $cr_prev ),
					Wording::pct( $cr_now )
				);
			} elseif ( null !== $sc && $sc > -10 ) {
				$pattern    = 'conversion';
				$insights[] = sprintf(
					/* translators: 1: sessions before, 2: sessions now, 3: rate before, 4: rate now. */
					__( 'Organic visits held up (%1$s → %2$s) but the conversion rate fell (%3$s → %4$s): people still arrive but fewer complete the form or call. That points to the site (a form, a button or the tracking) rather than to SEO.', 'turtlereport' ),
					Wording::num( $s_prev ),
					Wording::num( $s_now ),
					Wording::pct( $cr_prev ),
					Wording::pct( $cr_now )
				);
			} else {
				$insights[] = sprintf(
					/* translators: 1: sessions change, 2: rate before, 3: rate now. */
					__( 'Both fell: organic visits changed %1$s and the conversion rate went from %2$s to %3$s, so check traffic and the forms.', 'turtlereport' ),
					Wording::signed( (float) $sc ),
					Wording::pct( $cr_prev ),
					Wording::pct( $cr_now )
				);
			}
		}

		$event = $events ? $events[0] : null;
		if ( $event && ( $event['prev'] - $event['now'] ) / $lost >= 0.6 ) {
			$insights[] = sprintf(
				/* translators: 1: event name, 2: before, 3: now. */
				__( 'Most of the drop is in “%1$s” (%2$s → %3$s), so start there.', 'turtlereport' ),
				$event['name'],
				Wording::num( $event['prev'] ),
				Wording::num( $event['now'] )
			);
		}
		$top_page = $pages ? $pages[0] : null;
		if ( $top_page && ( $top_page['prev'] - $top_page['now'] ) / $lost >= 0.5 ) {
			$insights[] = sprintf(
				/* translators: 1: page, 2: before, 3: now. */
				__( '%1$s lost the most (%2$s → %3$s).', 'turtlereport' ),
				Wording::page_name( $top_page['path'] ),
				Wording::num( $top_page['prev'] ),
				Wording::num( $top_page['now'] )
			);
		}
		if ( $event ) {
			$metrics[] = array(
				'label'  => $event['name'],
				'value'  => Wording::num( $event['now'] ),
				'change' => Wording::change_text( $event['now'], $event['prev'] ),
				'tone'   => $event['now'] < $event['prev'] ? 'bad' : 'flat',
			);
		}

		$on = $top_page ? Wording::page_ref( $top_page['path'] ) : __( 'the main landing pages', 'turtlereport' );
		if ( 'traffic' === $pattern ) {
			/* translators: %s: page name. */
			$next   = sprintf( __( 'Search traffic fell too: start with the pages that lost Google clicks, then test the form on %s.', 'turtlereport' ), $on );
			$checks = array(
				__( 'Start with search traffic: review the pages that lost Google clicks in this client\'s report.', 'turtlereport' ),
				/* translators: %s: page name. */
				sprintf( __( 'Check that %s, which lost the most leads, still ranks, loads and shows its form or call button.', 'turtlereport' ), $on ),
				__( 'Once traffic is explained, test the forms once yourself.', 'turtlereport' ),
			);
		} else {
			$next = $event
				/* translators: 1: event name, 2: page name. */
				? sprintf( __( 'Test “%1$s” on %2$s yourself and check that GA4 records it.', 'turtlereport' ), $event['name'], $on )
				/* translators: %s: page name. */
				: sprintf( __( 'Test the forms on %s yourself and check that GA4 records them.', 'turtlereport' ), $on );
			$checks = array(
				$event
					/* translators: 1: event name, 2: page name. */
					? sprintf( __( 'Test the form or button that sends “%1$s” on %2$s yourself, then check that GA4 records it in its real-time report.', 'turtlereport' ), $event['name'], $on )
					/* translators: %s: page name. */
					: sprintf( __( 'Test the forms on %s yourself, then check that GA4 records them in its real-time report.', 'turtlereport' ), $on ),
				__( 'Check what changed recently: the form plugin, theme, Google Tag Manager, cookie banner or thank-you page. GA4 event names are case-sensitive.', 'turtlereport' ),
				__( 'Compare leads by landing page in the report to see whether one page explains the drop.', 'turtlereport' ),
			);
		}

		$ev_rows = array();
		foreach ( $events as $row ) {
			$ev_rows[] = array( (string) $row['name'], Wording::num( $row['prev'] ), Wording::num( $row['now'] ), Wording::change_text( $row['now'], $row['prev'] ) );
		}
		$pg_rows = array();
		foreach ( $pages as $row ) {
			$pg_rows[] = array( (string) $row['path'], Wording::num( $row['prev'] ), Wording::num( $row['now'] ), Wording::change_text( $row['now'], $row['prev'] ) );
		}
		$tables = array();
		if ( $ev_rows ) {
			$tables[] = array(
				'title' => __( 'By event', 'turtlereport' ),
				'cols'  => array( __( 'Event', 'turtlereport' ), __( 'Before', 'turtlereport' ), __( 'Now', 'turtlereport' ), __( 'Change', 'turtlereport' ) ),
				'rows'  => $ev_rows,
			);
		}
		if ( $pg_rows ) {
			$tables[] = array(
				'title' => __( 'Landing pages that lost the most', 'turtlereport' ),
				'cols'  => array( __( 'Landing page', 'turtlereport' ), __( 'Before', 'turtlereport' ), __( 'Now', 'turtlereport' ), __( 'Change', 'turtlereport' ) ),
				'rows'  => $pg_rows,
			);
		}
		$level = Signals::confidence( $prev, array( 40, 15 ) );
		$conf  = array(
			'level' => $level,
			'text'  => 'early' === $level
				/* translators: %s: number of leads. */
				? sprintf( __( 'Based on only %s leads in the 28 days before. Small numbers swing a lot, so treat this as an early signal.', 'turtlereport' ), Wording::num( $prev ) )
				/* translators: %s: number of leads. */
				: sprintf( __( 'Based on %s leads from organic search in the 28 days before.', 'turtlereport' ), Wording::num( $prev ) ),
		);

		return array(
			'kind'       => $picked ? __( 'Fewer priority conversions', 'turtlereport' ) : __( 'Fewer leads', 'turtlereport' ),
			/* translators: 1: conversion label, 2: percentage. */
			'headline'   => sprintf( __( '%1$s down %2$s', 'turtlereport' ), $label, Wording::pct_abs( Wording::val( $d, array( 'change' ) ) ) ),
			'url'        => Wording::site_url( $site ),
			'path'       => __( 'Organic search, all pages', 'turtlereport' ),
			/* translators: 1: conversion label, 2: percentage. */
			'title'      => sprintf( __( '%1$s down %2$s', 'turtlereport' ), $label, Wording::pct_abs( Wording::val( $d, array( 'change' ) ) ) ),
			/* translators: 1: before, 2: now. */
			'summary'    => sprintf( __( '%1$s → %2$s from organic search, last 28 days vs the 28 days before.', 'turtlereport' ), Wording::num( $prev ), Wording::num( $now ) ),
			'metrics'    => array_slice( $metrics, 0, 4 ),
			'insights'   => Wording::with_confidence( $insights, $conf ),
			'next'       => $next,
			'checks'     => $checks,
			'confidence' => $conf,
			'facts'      => $facts,
			'tables'     => $tables,
		);
	}

	/**
	 * A conversion event that stopped recording.
	 *
	 * @param array $d Data.
	 * @return array
	 */
	public static function tracking( array $d ) {
		$event    = (string) Wording::val( $d, array( 'event' ), '' );
		$before   = (int) Wording::val( $d, array( 'before' ) );
		$sessions = isset( $d['sessions'] ) ? (int) $d['sessions'] : null;
		$range    = Wording::range( (string) Wording::val( $d, array( 'since' ), '' ), (string) Wording::val( $d, array( 'until' ), '' ) );
		$insights = array(
			sprintf(
				/* translators: 1: event name, 2: date range, 3: count. */
				__( 'GA4 recorded no “%1$s” events from organic search in the last 7 days (%2$s), after %3$s in the 28 days before.', 'turtlereport' ),
				$event,
				$range,
				Wording::num( $before )
			),
		);
		if ( null !== $sessions ) {
			/* translators: %s: number of sessions. */
			$insights[] = sprintf( __( 'The site still had %s organic visits in those 7 days, so people were arriving. A sudden stop like this, while visits continue, usually means the event isn\'t being sent any more (a broken form or tag), not that people stopped converting.', 'turtlereport' ), Wording::num( $sessions ) );
		}
		$metrics = array(
			array(
				'label'  => __( 'Last 7 days', 'turtlereport' ),
				'value'  => '0',
				'change' => __( 'events recorded', 'turtlereport' ),
				'tone'   => 'bad',
			),
			array(
				'label'  => __( '28 days before', 'turtlereport' ),
				'value'  => Wording::num( $before ),
				'change' => __( 'events recorded', 'turtlereport' ),
				'tone'   => 'flat',
			),
		);
		if ( null !== $sessions ) {
			$metrics[] = array(
				'label'  => __( 'Organic visits, last 7 days', 'turtlereport' ),
				'value'  => Wording::num( $sessions ),
				'change' => __( 'people still arriving', 'turtlereport' ),
				'tone'   => 'flat',
			);
		}
		return array(
			'kind'       => __( 'Lead tracking stopped', 'turtlereport' ),
			/* translators: %s: event name. */
			'headline'   => sprintf( __( '“%s” stopped recording', 'turtlereport' ), $event ),
			'path'       => __( 'GA4 event', 'turtlereport' ),
			/* translators: %s: event name. */
			'title'      => sprintf( __( '“%s” stopped recording', 'turtlereport' ), $event ),
			/* translators: %s: count. */
			'summary'    => sprintf( __( '0 in the last 7 days, after %s in the 28 days before.', 'turtlereport' ), Wording::num( $before ) ),
			'metrics'    => $metrics,
			'insights'   => $insights,
			/* translators: %s: event name. */
			'next'       => sprintf( __( 'Test “%s” yourself and check that GA4 records it.', 'turtlereport' ), $event ),
			'checks'     => array(
				/* translators: %s: event name. */
				sprintf( __( 'Test the form or button that sends “%s” yourself, then check that GA4 records it in its real-time report.', 'turtlereport' ), $event ),
				__( 'Check what changed on the site in the last week: the form plugin, theme, Google Tag Manager, cookie banner or thank-you page.', 'turtlereport' ),
				__( 'Check that the event name in GA4 still matches exactly (names are case-sensitive). If it was renamed on purpose, update this site\'s conversion events.', 'turtlereport' ),
			),
			'confidence' => array(
				'level' => $before >= 20 ? 'strong' : 'moderate',
				/* translators: %s: count. */
				'text'  => sprintf( __( 'Based on %s events in the 28 days before, against none in the last 7 days.', 'turtlereport' ), Wording::num( $before ) ),
			),
		);
	}

	/**
	 * Organic sessions down (sites without Search Console).
	 *
	 * @param array   $d    Data.
	 * @param Profile $site Site.
	 * @return array
	 */
	public static function sessions( array $d, Profile $site ) {
		$now  = Wording::val( $d, array( 'now' ) );
		$prev = Wording::val( $d, array( 'prev' ) );
		return array(
			'kind'     => __( 'Fewer visits from search', 'turtlereport' ),
			/* translators: %s: percentage. */
			'headline' => sprintf( __( 'Organic visits down %s', 'turtlereport' ), Wording::pct_abs( Wording::val( $d, array( 'change' ) ) ) ),
			'url'      => Wording::site_url( $site ),
			'path'     => __( 'All pages', 'turtlereport' ),
			/* translators: %s: percentage. */
			'title'    => sprintf( __( 'Organic visits down %s', 'turtlereport' ), Wording::pct_abs( Wording::val( $d, array( 'change' ) ) ) ),
			/* translators: 1: before, 2: now. */
			'summary'  => sprintf( __( '%1$s → %2$s GA4 organic sessions, last 28 days vs the 28 days before.', 'turtlereport' ), Wording::num( $prev ), Wording::num( $now ) ),
			'metrics'  => array( Wording::metric( __( 'Organic sessions', 'turtlereport' ), Wording::num( $now ), Wording::val( $d, array( 'change' ) ) ) ),
			'insights' => array(
				/* translators: 1: before, 2: now. */
				sprintf( __( 'GA4 recorded fewer organic visits (%1$s → %2$s).', 'turtlereport' ), Wording::num( $prev ), Wording::num( $now ) ),
				__( 'Without Search Console on this site, TurtleReport can\'t see whether rankings, impressions or clicks changed, so the cause can\'t be narrowed down from here.', 'turtlereport' ),
			),
			'next'     => __( 'Check that the site loads and GA4 still records visits.', 'turtlereport' ),
			'checks'   => array(
				__( 'Connect Search Console for this site to see which pages and search queries lost visits.', 'turtlereport' ),
				__( 'Open the website and check it loads, and that GA4 still records visits in its real-time report.', 'turtlereport' ),
				__( 'Compare the same weeks last year in GA4 to rule out a seasonal dip.', 'turtlereport' ),
			),
			'facts'    => array( Wording::fact( __( 'Organic sessions', 'turtlereport' ), $prev, $now ) ),
		);
	}
}