How to conduct a post-mortem when ad creative performance declines?

When ad creative performance declines, don't just blame the platform. First, check which metric—impressions, CTR, conversion rate, frequency, or CPM—deteriorated first. If frequency is high and CTR drops, it might be creative fatigue; if CTR is fine but conversions drop, check the landing page, pricing, inventory, or forms. When conducting a post-mortem, analyze creative angles, audience…