The symptom is specific: the winning creative changes every time the report is opened. Start with the affected item and identify the decision or input that could produce this behavior.
Find the likely cause
Small samples and changing delivery create unstable comparisons.
Treat this as an explanation to verify against the actual work. Look at the input, the relevant decision, and the final result together. If the evidence does not support this diagnosis, investigate the mismatch before applying a convenient but unrelated fix.
Make the targeted correction
Use a planned review window and inspect actual outcome counts.
Creative testing should distinguish the effect of the message from changes in audience, format, and delivery conditions.
Check that the repair worked
Avoid treating tiny early differences as durable preferences.
Repeat the check on the final version that the reader or customer will encounter. An approved draft, a preview, and a published result can differ; the acceptance decision should concern the version people actually use.
Prevent the next related failure
A separate issue to watch for is this: creative tests confuse concept with production quality. Give concepts comparable production care.
Monitor the useful outcome
Track qualified actions, exposure, and production effort by creative concept.
Keep a short record of the original symptom, the evidence behind the diagnosis, and the result of the acceptance check. That record makes the solution reusable when the same condition appears again, without assuming that every superficially similar problem has the same cause.