Endpoint not having a HIT

I just noticed that our site has performance issues.
Looking at one of the endpoints
https://onlinecms.mtn.co.za/api/v2/linkcard/browse-our-latest-offers

Screen Shot 2021-09-22 at 10.02.53 PM

the cf-cache-status says DYNAMIC and not HIT.

Any reason I would not have a HIT in my endpoints?

By default Cloudflare only caches certain file extensions, such as js, css and jpg. You will need a Cache Everything page rule to enable caching of other file types.

https://developers.cloudflare.com/cache/about/default-cache-behavior

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