1. The page doesn’t continue the ad’s promise
An ad for a specific product offer that lands on the home page loses the visitor. Send every ad to the page that continues its message: the same product, the same offer, roughly the same image.
2. Surprises at the last step
- Shipping costs that appear only at checkout.
- Limited payment methods that don’t suit your audience.
- Unclear delivery times.
- Forcing account creation before purchase.
3. The page is hard to use on mobile
Most ad traffic is mobile. Open your page on your own phone over a normal data connection: does it load quickly? Is the buy button clear without zooming? Is the form short?
4. The wrong audience
Very broad targeting or curiosity-bait content brings clicks from people with no intention to buy. Review each audience separately and stop the ones bringing cheap clicks without results.
5. Sales exist but aren’t recorded
Before any decision, place a test order and confirm the pixel and Google Analytics 4 recorded the purchase once, with the right value. Many campaigns are judged failures while they’re working, because tracking is broken.
How to check, in order
- Verify tracking with a test order.
- Compare add-to-cart with completed checkout; a big gap points to payment or final-cost issues.
- Review the page on mobile.
- Compare audiences and ads by real cost per order.
- Change one element at a time, and wait for enough data before judging.