Marketing diagnosis: find what moved your metrics
When conversions, CPA, ROAS, leads or traffic move, these articles show how to find the cause: rule out tracking first, put every change from the days before on one timeline, then test one hypothesis at a time.
Articles
DiagnosisReferral traffic spike in GA4: what causes it and how to find the change behind itA referral traffic spike in GA4 is often self-referrals, a payment gateway or spam. Learn how to check it, find the change behind it and fix it. · 8 min read
DiagnosisCart abandonment rate increased? How to find the change behind itCart abandonment rate increased? Rule out tracking, find the checkout step that lost shoppers and line up the changes behind the jump. · 8 min read
DiagnosisAdd to cart rate dropped? How to find the change that caused itAdd to cart rate dropped? Rule out tracking, split traffic from product page issues and line up every change to find the one behind the drop. · 8 min read
DiagnosisEmail open rate dropped? How to find the change behind itEmail open rate dropped? Rule out privacy and bot filters, check authentication and spam rate, then find the change behind the drop. · 8 min read
DiagnosisTikTok Ads performance dropped: how to find which change caused itTikTok Ads performance dropped? Rule out Pixel and Events API issues, list every recent change and isolate the one that raised your CPA or cut results. · 7 min read
DiagnosisMicrosoft Ads performance drop: how to find which change caused itMicrosoft Ads performance drop? Rule out UET tracking, read change history and Google import edits, and find the change that cut your results. · 8 min read
DiagnosisLinkedIn Ads performance dropped: how to find which change caused itLinkedIn Ads performance dropped? Separate tracking from delivery, list every recent change and isolate the one that raised your CPL or cut leads. · 7 min read
DiagnosisGoogle Shopping sales dropped? How to find the change behind itGoogle Shopping sales dropped? Check Merchant Center issues, Google Ads edits and feed changes in order, and prove which change caused the drop. · 8 min read
DiagnosisDirect traffic spike in GA4: what causes it and how to find the change behind itDirect traffic spike in GA4? See what GA4 counts as Direct, which changes inflate it (lost UTMs, redirects, bots) and how to find the one behind it. · 8 min read
DiagnosisTraffic drop after a website redesign: how to find the release that caused itTraffic fell after a website redesign or migration? Check tracking, redirects and indexing, then prove which release caused the drop. · 9 min read
DiagnosisGoogle Ads spending more than your daily budget? How to find the causeGoogle Ads spending more than your daily budget? Learn the 2x daily and 30.4x monthly limits, how to check billed cost and find the change behind it. · 7 min read
DiagnosisLead quality dropped? How to find the change behind worse leadsLead volume held but quality fell? Check form, targeting, bidding and CRM changes, then isolate which change brought in the worse leads. · 7 min read
DiagnosisAverage order value dropped? How to find the change behind itAverage order value dropped? Rule out tracking, split AOV into items, prices and discounts, and find the promo, shipping or bid change behind it. · 8 min read
DiagnosisWhy did my bounce rate increase? How to find the change behind itWhy did your bounce rate increase in GA4? Rule out tracking, check the traffic mix and site changes, then prove which change caused the jump. · 8 min read
DiagnosisSudden spike in conversions? How to tell if it's real and find the causeA sudden spike in conversions is often double counting. Learn how to tell real growth from tracking errors and prove which change caused it. · 9 min read
DiagnosisWhy did my ecommerce sales drop? How to find the change behind itEcommerce sales dropped? Rule out tracking, see whether traffic, conversion rate or order value fell, and find the change that caused it. · 7 min read
DiagnosisGoogle Ads not spending budget? How to find the change that stopped itGoogle Ads not spending your budget? Check pacing, statuses and the recent changes that cut eligible auctions, then prove which one caused it. · 8 min read
DiagnosisWhy is my Meta CPM increasing? How to find the change behind a CPM spikeMeta CPM going up? Learn what raises CPM on Facebook and Instagram ads, how to tell auction pressure from your own edits, and how to date the cause. · 8 min read
DiagnosisWhy did my CPC increase? How to tell auction pressure from your own changesWhy did your CPC increase in Google Ads? Separate competitor pressure from your own bid, match type and quality changes, and prove which one did it. · 8 min read
DiagnosisGoogle Ads impressions dropped? How to find the change behind itGoogle Ads impressions dropped? Check lost impression share, rule out serving issues and line up recent changes to prove what cut your reach. · 8 min read
DiagnosisYear over year PPC analysis: how to explain why performance differs from last yearYear over year PPC analysis that explains the gap: align the calendar, check tracking, then review what you changed in the same weeks last year. · 7 min read
DiagnosisHow to measure the impact of marketing changes and prove a change workedMeasure the impact of marketing changes with clean before/after windows, control groups and experiments, and prove which change moved the metric. · 7 min read
DiagnosisWhy did my CTR drop? How to find the change behind a falling click-through rateWhy did your CTR drop? Check impressions, ad position, auction pressure and search terms, then trace the exact change that cut your click-through rate. · 8 min read
DiagnosisSeasonality in marketing metrics: how to tell it apart from your own changesLearn to separate seasonality in marketing metrics from your own changes: year-over-year baselines, seasonal ratios and a timeline of every edit. · 7 min read
DiagnosisWhy did my organic traffic drop? How to find the change behind itWhy did organic traffic drop? Separate Google updates, site changes and tracking issues, then prove which change caused the loss in Search Console. · 8 min read
DiagnosisWhy did my conversion rate drop? How to find the change behind itWhy did your conversion rate drop? Check tracking, traffic mix and site changes, then match the drop date to the change that caused it. · 8 min read
DiagnosisWhy did my ROAS drop? How to find the change behind a falling ROASWhy did your ROAS drop, after a sale or versus last year? Split value from spend, rule out tracking and delay, then date the change behind it. · 12 min read
DiagnosisWhy did my leads drop? How to find the change that cut your lead volumeWhy did my leads drop? Check tracking, forms, CRM and campaign changes in the right order and prove which change cut your lead volume. · 8 min read
DiagnosisMeta Ads performance drop: how to find what actually changedMeta Ads performance drop? Check tracking, learning-phase edits, Advantage+ defaults, fatigue and the auction, then prove which change caused it. · 8 min read
DiagnosisWhy did my CPA increase? How to find the change behind a CPA spikeWhy did your CPA increase? Check conversion delay and tracking first, then bids, budgets, learning and auctions, and match the spike to one change. · 8 min read
DiagnosisMarketing performance root cause analysis: a repeatable methodA repeatable root cause analysis method for marketing: define the shift, map every change on one timeline, test hypotheses and confirm the cause. · 8 min read
DiagnosisWhy did my conversions drop? A method to find the real causeConversions dropped suddenly? Rule out tracking first, put every change on one timeline, then test one cause at a time. A method for any channel. · 8 min read
Next time a metric drops, the suspects are already listed
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