Campaign Diagnosis

Diagnose underperforming campaigns by analyzing metrics against benchmarks, checking creative fatigue, evaluating audience saturation, and assessing offer/lander issues. Use when campaigns stop working, CPA rises unexpectedly, or performance declines.

majiayu000 d913b85 2 files · 5.9 KB Updated Sep 9, 2026 567 repo stars

Marketing & Growth

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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

---name: campaign-diagnosisdescription: Diagnose underperforming campaigns by analyzing metrics against benchmarks, checking creative fatigue, evaluating audience saturation, and assessing offer/lander issues. Use when campaigns stop working, CPA rises unexpectedly, or performance declines.--- # 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

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