Find out why a campaign actually underperformed, not just that it did
Saying it didn't work covers at least five different causes, each needing a different fix.
- Use it for
- Marketers debriefing a campaign that missed its target.
A campaign that misses its target gets diagnosed in vague terms — "the messaging didn't resonate," "wrong audience" — without actually checking which stage of the funnel broke down. Low impressions, low click-through, and low conversion-after-click are different failures with different causes and different fixes, and treating them as one undifferentiated "it didn't work" wastes the diagnostic value of the data you already have.
When not to use this
If the campaign clearly succeeded or clearly failed for one obvious reason (a tracking bug, a budget that never spent), skip straight to that fix. This is for a genuinely ambiguous underperformance.
Did this work?
You can name a specific stage of the funnel where the campaign actually broke down, not a general sense that it "didn't land."
Tested on claude-opus-5. Evidence status is draft; it moves to battle-tested only on recorded runs, never by hand.