General channel

Welcome to the community 👋 This is where we ask questions and share what worked and what didn't. Before posting, read the rules on the side, and ask with numbers so people can help.

Not every CTR increase means a better campaign. CTR can rise because the creative is catchy, but if the landing page or offer doesn't fit, it won't turn into sales. Look at CVR, CAC and ROAS together, not one metric.

What's the first thing you check when a campaign starts underperforming? Creative? Audience? Budget and bidding? Or the whole conversion funnel?

You can have plenty of leads and still a low sale rate. The metrics I watch: cost per lead, reply rate in the first hour, and lead-to-customer rate. If replies are slow, the problem is the sales process, not the ad.