Playbook: Diagnose an Underperforming Creator (before you cut)

Playbook: Diagnose an Underperforming Creator (before you cut)

Trigger: ROAS red or yellow for 2 weeks. Owner: program manager. Work the funnel top-down.

Step 1 — Reach. Did the post actually get views vs their norm? Low reach then a content/algorithm issue, not your offer.

Step 2 — Clicks. Good views, few clicks? The call-to-action or link placement is weak. Fix: clearer CTA, link in the first comment/bio, swipe sticker.

Step 3 — Landing. Clicks fine, no signups? Check the destination on mobile, load speed, geo block, broken UTM stripping the offer.

Step 4 — Offer fit. Everything works but no sales? The audience may not match the product. That's a vetting miss, not a creative one.

Decision rule.
— Step 1-3 issue then it's fixable; run one corrective test.
— Step 4 issue then offer-audience mismatch; stop spend, don't keep testing creatives.

Definition of done: the failure is pinned to one funnel stage with a written next action (fix-and-retest, or cut). Never cut a creator without naming where it broke.