What needs action, and what to do about it
Only campaigns AdMate can judge with enough evidence and finds materially underperforming (Low), plus real tracking/data problems (Error). In Review campaigns are held back until they stabilize.
Retargeting | 7d add-to-cart
Post-click drop-off
People are still clicking (CTR +1%) but far fewer complete — conversion rate fell -50%. The weakness is after the click: landing page, offer or checkout.
Do now: Audit the landing page, offer and checkout for the clicked audience; fix the post-click experience before scaling.
Lead Gen Form | Enterprise demo requests
Lead-form drop-off
People are still clicking (CTR -1%) but far fewer complete — conversion rate fell -40%. The weakness is after the click: landing page, offer or checkout.
Do now: Shorten the form and match the landing page to the ad promise before adding budget — more spend will not fix a weak form.
PMax | All products
Post-click drop-off
People are still clicking (CTR -0%) but far fewer complete — conversion rate fell -40%. The weakness is after the click: landing page, offer or checkout.
Do now: Audit the landing page, offer and checkout for the clicked audience; fix the post-click experience before scaling.
Lead form | Wholesale enquiries
Lead-form drop-off
People are still clicking (CTR -1%) but far fewer complete — conversion rate fell -50%. The weakness is after the click: landing page, offer or checkout.
Do now: Shorten the form and match the landing page to the ad promise before adding budget — more spend will not fix a weak form.
ABO | Prospecting | UGC hooks
Creative fatigue
The audience is saturating — frequency is rising (3.40) while CTR fell -35% and the result cost worsened. The same people are seeing the ad more and responding less.
Do now: Rotate in 3 fresh creative variants against the same offer before touching budget; hold spend flat until CTR recovers.
Search | Non-brand high-intent
Search-intent mismatch
Click-through is weak (CTR 4.00%) and conversion rate is soft (3.54%) while 26.00% of impressions are lost to Ad Rank — the ads are matching queries that do not convert.
Do now: Tighten keywords and add negatives for low-intent queries, then align ad copy and landing page to the remaining terms before raising bids.
Catalogue | Dynamic retarget
Conversions stopped recording
Clicks are steady (4,999) but recorded results dropped from 255 to zero across the whole window — a hard stop like this is almost always a tracking break, not real demand.
Do now: Check the conversion event/pixel and server events immediately; treat the zero as unmeasured until confirmed.
Video views | Trending sounds
Weak hook
Fewer people get past the first seconds (2s view rate -40%) and cost per view rose — the opening is not holding attention.
Do now: Re-cut the first 3 seconds with a stronger hook; test 2–3 openings against the same body.
Smart+ | Catalogue sales
No conversions
Enough valid traffic this week (3,307 clicks, $1,639 spent) but zero recorded conversions — the objective is not being met.
Do now: Confirm tracking is firing, then treat this as a real conversion problem: review the offer, landing page and audience, and pause if it does not recover.