Funnel Leak — where your ad clicks die
What this does
Your creative may be fine. Most small accounts lose the money after the click, and the dashboard keeps reporting a healthy CTR while it happens.
The case that made this
One account had a top creative at 10.5% CTR and ₩31 CPC — five to ten times the local ecommerce average. It looked like a win. Then cost per landing-page view was measured:
| Campaign | Clicks | Arrivals | Arrival rate | Cost per arrival |
|---|---|---|---|---|
| A | 307 | 221 | 72% | ₩46 |
| B | 99 | 2 | 2% | ₩7,661 |
166×. Campaign B was sending paid clicks to a social profile, not a store. The second-best creative in the account was leaking almost everything it earned, and no report said so — because nobody had ever asked for the number.
What you paste in
Per campaign or ad set: name, objective, spend, impressions, clicks, and landing-page views. Downstream counts (add-to-cart, checkout, purchase, signup) if you have them, plus the actual destination URL.
No account connection. Nothing is read from your ad platform — you paste what you can see.
What you get back
- Cost per arrival beside cost per click, sorted by arrival cost, with the campaign whose rank flips called out. That flip is the finding
- Arrival rate per campaign, flagged below 60% and treated as an emergency below 20%
- A destination audit — profile links, link-in-bio pages and homepage mismatches get named. Boosted posts get flagged, because their destination often cannot be edited at all
- An objective audit — if the campaign asked for link clicks and you are judging it on purchases, the verdict is "this campaign never asked for purchases." An empty conversion value is not a broken pixel
- A fix order, with budget last
Why the order matters
- Replace the destination — same day, no learning reset, no spend
- Confirm the conversion event on the new destination, through the platform's own event-quality report
- Grow the arriving audience with the creative that already wins
- Only then switch the objective to conversions — it needs accumulated events to learn from
- Raise budget last, because raising it before step 1 just buys more discarded clicks
What it will never tell you to do
Edit or delete tracking code. Tracking that looks broken from a page's HTML is usually server-side and working — in the case above, three separate "broken pixel" diagnoses were wrong, and acting on one of them would have destroyed a working install.
Honest limits
Ad platforms concentrate impressions on the current leader, so part of any gap is the platform's decision rather than the creative's merit. Campaigns from different weeks are not directly comparable. Every rate is printed with its denominator.
