Troubleshoot a campaign systematically
Investigate low delivery, unsuccessful visits and reporting differences in order. Use a clear change log and a useful support brief rather than changing everything at once.
Start with the stage that is not behaving as expected: eligibility, delivery, destination or conversion. Work through that stage before changing bids, targeting and creative together. This keeps the next observation useful.
Little or no delivery: check the setup first
Review the campaign's available status, approval, balance, schedule and spending limits. Confirm that the selected format, geography and device combination has eligible inventory for the account. Ask the team about a restriction you cannot explain; increasing a bid will not resolve every setup or eligibility issue.
Visits arrive: check what the visitor encounters
Open the final destination on the intended device and follow its redirects and main action. Look for unavailable products, language mismatches, inaccessible forms or a broken payment flow. Compare the page with the promise made by the creative. A successful click does not establish a usable landing experience.
Conversions look wrong: review the event chain
Confirm the conversion definition, campaign identifiers, attribution route and handling of duplicate or rejected events. Compare equivalent date ranges and timezones. Separate observed traffic from accepted outcomes, and test the measurement path before concluding that a source or creative is responsible.
Change one cause, then observe
Keep a short record of what changed, when it changed and the result you expected. Choose a specific adjustment supported by the evidence, then review an appropriate period. If you need help, send the campaign or placement reference, affected timeframe, destination and a concise description of expected versus actual behavior.
Pause when the destination or measurement is broken
Protect the usefulness of the test by resolving a broken customer journey or unverified conversion path before expanding delivery. Keep confidential account information out of public screenshots and ordinary enquiry text.