A practical way to check the figures, understand the context and decide what to review before changing a campaign.
Define what was counted
Start with one reported conversion and trace it to the action that triggered it. A tap on a telephone number records intent to call. It does not tell you whether the conversation happened or whether it produced a qualified enquiry. Where possible, reconcile a sample with order or sales records before interpreting trends.
Choose a fair comparison
Look at the date range, spend, stock availability and any changes to the offer. A promoted product that sold out halfway through the week creates a different story from an ad that stopped attracting buyers. Annotating those changes makes the report readable to someone outside the campaign team.
End with one test
Write a short decision: what changed, what could explain it and which test would help distinguish the explanations. If visitors still reach a product page but fewer complete checkout, inspect delivery information and checkout errors before changing the audience. Give the test an owner and a review date.
Ask where people stopped
If a campaign sends visitors to a product page but orders fall, follow the path on a phone. Check the offer, delivery information and the steps to place an order. Ask customer support whether the same question has started appearing more often. This gives the numbers some context before the team changes the campaign.
The report can record a small set of observations: traffic was steady, enquiries about delivery increased and the delivery explanation was hard to find. That is enough to suggest a focused page review. It is still an explanation to investigate, so keep the observation separate from the conclusion.
Write down what you will check next time
A useful follow-up names the change, who is responsible and the information to review afterwards. For example, make delivery information easier to find and compare the relevant enquiries and orders over an agreed period. Note other changes that could affect the comparison. That gives the next meeting a clear starting point.
