Step 1: Verify Technical Foundations
Before analysing performance metrics, confirm:
Conversion Tracking
- Are conversions recorded?
- Are values correct (for e-commerce)?
- Is attribution window correctly configured?
Even minor tracking issues can distort CPA and COS evaluation.
Budget Pacing
- Is daily spend aligned with plan?
- Is the campaign limited by budget?
- Is impression share restricted?
Too low spend → insufficient data
Too high spend → risk of early inefficiency
Ad Delivery
- Are all ad groups serving?
- Are creatives approved?
- Are keywords triggering impressions?
Sometimes low volume is simply a setup issue.