There are several issues to stay on top of in programmatic direct response campaigns. Determining what is causing a lag in performance can be difficult if you aren’t sure where to look. The best place to start is the data.
There are a handful of advanced reports you can look into that can help:
Overlap Reports – if you have multiple programmatic partners on a plan, this report is important to pull to ensure you aren’t bidding against yourself. If you are, this will drive up your bottom line and could be the fix to your problems. If you see 10%-20% or greater overlap along with poor performance then you need to make some adjustments.
Time Lag to Conversion Reports – this will highlight how long it takes a customer to convert. If you have small post-click and post impression windows and it usually takes a customer longer to convert then this would be an issue to bring to the client. Make sure to come heavy with the data and a recommended new window.