Step 3: Where Is the Problem Located?
Campaign performance depends on multiple connected layers.
To troubleshoot efficiently, identify where friction occurs.
A useful way to think about this is:
Traffic Problem?
Symptoms:
- low CTR
- weak engagement
- irrelevant search queries
Potential causes:
- poor targeting
- weak keyword relevance
- ineffective creatives
Website Problem?
Symptoms:
- strong CTR
- low conversion rate
- high bounce rate
Potential causes:
- slow loading speed
- poor UX
- weak landing page alignment
- broken forms or checkout
Offer Problem?
Symptoms:
- strong traffic quality
- stable conversion rate decline
Potential causes:
- weak pricing
- competitor promotions
- stock availability
- unattractive offer
Tracking Problem?
Symptoms:
- sudden conversion drop
- unusual reporting inconsistencies
Potential causes:
- broken tracking implementation
- GTM issue
- conversion script problem
Sometimes performance appears weak because measurement itself is broken.