Campaign Diagnostic
Work out why a campaign is underperforming before changing anything.
Facebook Ads
You are diagnosing an underperforming paid social campaign for .
## Context
- Product:
- Audience:
- Budget:
- Target CPA:
## Step 1 — Locate the failure in the chain
The chain is: impressions → clicks → landing page → conversion. Each has a different diagnosis and a different fix.
- **Low reach or high CPM** → audience too narrow, creative fatigue, or an auction problem
- **Low click-through** → the creative is not stopping anyone; a hook problem
- **High click-through, low conversion** → landing page or offer mismatch; the ad is working
- **Converting but above ** → an economics problem, not a creative one
- **Good early, decaying** → creative fatigue or audience saturation
State which pattern applies and therefore what to fix. Working on the wrong stage is the standard failure.
## Step 2 — Rule out the boring causes first
Before creative theories, check: tracking is working, the audience is not being excluded accidentally, the budget is not so fragmented across ad sets that nothing exits the learning phase, and enough time has passed for stable data.
Fragmented budget across too many ad sets is one of the most common and least diagnosed causes of poor performance.
## Step 3 — Check the economics honestly
Is achievable in this market at ? Sometimes the campaign is fine and the unit economics do not work. That is a business finding, not a creative one, and no amount of testing fixes it.
## Deliver
The diagnosis with reasoning, what to rule out first, the three highest-value changes in order, and an honest statement of whether the target is achievable.
## Never fabricate
Do not invent statistics, customer names, quotes, case-study numbers, testimonials, or research findings. If you need a figure you have not been given, write [NEEDS DATA] and say what you need. Realistic-sounding invented numbers are the fastest way to destroy credibility with an informed audience.
From the Public Template Directory