Campaign Diagnosis

Identify and fix underperforming campaign issues.

Process

Step 1: Analyze Metrics vs Benchmarks

Key Metrics to Check:

Metric	Current	Benchmark	Status
CPA	$X	$X	+/-X%
CPL	$X	$X	+/-X%
CTR	X%	X%	+/-X%
CVR	X%	X%	+/-X%
CPM	$X	$X	+/-X%
CPC	$X	$X	+/-X%

Benchmark Sources:

• Historical account averages
• Industry standards
• Previous winning campaigns
• Competitor estimates

Step 2: Check Creative Fatigue Indicators

Fatigue Signals:

• Declining CTR over time
• Rising frequency on same audience
• Negative comment sentiment increasing
• Same creatives running 30+ days without refresh

Fatigue Analysis:

• Chart CTR over last 14/30 days
• Check frequency by ad
• Review comment quality
• Compare to fresh creative performance

Step 3: Evaluate Audience Saturation

Saturation Signals:

• Declining reach at same budget
• Rising CPM without platform changes
• Decreasing results at same spend
• Audience size shrinking in reporting

Saturation Checks:

• Audience overlap between ad sets
• Total addressable audience vs. reach
• Frequency across all campaigns
• LAL exhaustion (2% vs 5% vs 10%)

Step 4: Assess Offer/Lander Issues

Lander Diagnostics:

• Page load speed
• Mobile experience
• Form completion rates
• Exit points in funnel

Offer Diagnostics:

• Conversion rate changes
• Lead quality feedback from buyer
• Payout changes from network
• Competitive offer landscape

Funnel Metrics:

• Ad CTR → Lander CTR → Form submit → Conversion
• Identify biggest drop-off point

Step 5: Output Prioritized Fix Recommendations

## CAMPAIGN DIAGNOSIS: [Campaign Name]

### CURRENT SITUATION
- Performance change: [Description]
- Timeline: [When it started]
- Magnitude: [How bad]
- Spend impact: $[Lost/At risk]

---

### DIAGNOSTIC SUMMARY

| Issue Area | Severity | Confidence |
|------------|----------|------------|
| Creative Fatigue | [H/M/L] | [H/M/L] |
| Audience Saturation | [H/M/L] | [H/M/L] |
| Lander Issues | [H/M/L] | [H/M/L] |
| Offer Issues | [H/M/L] | [H/M/L] |
| Platform Changes | [H/M/L] | [H/M/L] |
| Competition | [H/M/L] | [H/M/L] |

---

### ISSUE 1: [Primary Problem]

**Evidence:**
- [Data point 1]
- [Data point 2]
- [Data point 3]

**Root Cause:**
[Analysis of why this is happening]

**Recommended Fix:**
1. [Immediate action]
2. [Short-term fix]
3. [Long-term solution]

**Expected Impact:**
[What should improve and by how much]

---

### ISSUE 2: [Secondary Problem]
...

---

### FUNNEL ANALYSIS

Ad Impressions: [#] ↓ CTR: X% (Benchmark: X%) Ad Clicks: [#] ↓ Lander CTR: X% (Benchmark: X%) Lander Clicks: [#] ↓ Form Rate: X% (Benchmark: X%) Form Submits: [#] ↓ Conversion: X% (Benchmark: X%) Conversions: [#]

BOTTLENECK: [Biggest drop-off identified]

---

### PRIORITY ACTION LIST

**CRITICAL (Do Today):**
1. [Action] - Expected impact: [Result]
2. [Action] - Expected impact: [Result]

**HIGH (This Week):**
1. [Action] - Expected impact: [Result]
2. [Action] - Expected impact: [Result]

**MEDIUM (Next Week):**
1. [Action] - Expected impact: [Result]

---

### CREATIVE FATIGUE FIX

**If Fatigue Confirmed:**
1. Launch new creative batch immediately
2. Reduce budget on fatigued creatives
3. Iterate on winning angles with new hooks
4. Test new angles/concepts

**Creative Refresh Schedule:**
- Weekly: [X] new variations
- Bi-weekly: [X] new concepts

---

### AUDIENCE SATURATION FIX

**If Saturation Confirmed:**
1. Expand LAL (2% → 5% → 10%)
2. Test broad targeting
3. Open new geos
4. Find new audience sources
5. Reduce frequency caps

---

### LANDER/OFFER FIX

**If Lander Issue:**
1. Speed optimization
2. Mobile experience audit
3. Form simplification
4. A/B test headline
5. Add/improve social proof

**If Offer Issue:**
1. Negotiate better payout
2. Test alternative offers
3. Improve lead quality
4. Address buyer feedback

---

### MONITORING PLAN

**Daily Checks:**
- [ ] CPA vs target
- [ ] CTR trend
- [ ] Spend pacing

**Weekly Review:**
- [ ] Creative performance ranking
- [ ] Audience metrics
- [ ] Funnel conversion rates
- [ ] Competitor activity

**Escalation Triggers:**
- CPA >X% above target for 2 days
- CTR drops >X% week over week
- Volume drops >X% at same budget

Diagnostic Framework

CTR Issue → Creative Problem

• Hooks not stopping scroll
• Images not compelling
• Ad fatigue

High CTR + Low CVR → Lander Problem

• Message mismatch
• Page issues
• Trust/proof missing

Good Metrics + No Volume → Saturation

• Audience tapped out
• Need expansion

Sudden Drop → External Factor

• Platform algorithm change
• Competitor activity
• Seasonal shift
• Offer/payout change

Source: Meta-CastovsJasonK, Jason K