Critical3
spend_no_leadsSpending with no leads
Budget is going out, the campaign is live, and the results column is zero.
lead_quality_poorPoor lead quality
Leads arrive in volume, and almost none of them are real.
region_out_of_scopeDelivering outside the target area
Spend is landing in places the brief never asked for.
Warning8
active_no_deliveryActive but not delivering
The campaign says Active and has spent nothing at all.
cpl_above_normalCost per lead above normal
Leads still arrive, at a price this account does not usually pay.
creative_fatigueCreative fatigue
The same people are seeing the ad repeatedly and responding less.
placement_concentrationPlacement concentration
One surface has quietly taken most of the budget.
low_ctrLow click-through rate
The ad is being shown and almost nobody is clicking it.
cheap_leads_unverifiedSuspiciously cheap leads
Cost per lead has dropped far below normal and nobody has checked them.
region_spreadSpend spreading beyond the brief
Delivery is wider than the areas the campaign was briefed on.
segment_no_outcomesA segment producing nothing
One region, placement or age band has spent enough to expect results and has none.
Opportunity2
scaling_opportunitywriting itRoom to scale
Results are arriving comfortably below this account's normal cost.
qualified_cost_confirmedwriting itQualified cost confirmed
Enough leads have been reviewed to trust what a real one actually costs.
Info1
no_actionwriting itNo action needed
Nothing here needs your attention. Most campaigns, most days.
These are the findings Admetriq raises on the accounts it monitors, at the severities it raises them. The pages describe how to reach the same conclusion by hand, because the reasoning is worth having whether or not anything is doing it for you.