Performance Drop Diagnosis
Objective
Identify the dominant cause of performance drops before applying fixes.
Triage Sequence
- Confirm data integrity first (tracking, imports, attribution windows).
- Check delivery constraints (budget caps, bids, impression share loss).
- Review traffic quality shifts (search terms, placements, geos).
- Inspect ad and landing page changes in the same window.
- Compare against market or seasonal effects.
Decision Tree Output
- Measurement issue -> fix tracking and rebaseline
- Traffic quality issue -> tighten targeting and negatives
- Auction pressure issue -> adjust bids/budgets with guardrails
- Conversion issue -> prioritize CRO and message match
Next Step
Return to the module overview and continue with the next lesson in sequence.