So, Your CPS is Down? What to Do When You Need to Report a CPS Outage
Okay, so you're here because your CPS (and I'm assuming you mean Cost Per Sale, Cost Per Sequence, or, well, whatever your CPS actually stands for in your specific context!) is tanking, or worse, completely non-existent. That's never a fun feeling. It's like watching your engine sputter and die on the highway – panic ensues!
First things first, take a deep breath. It happens. Seriously. Whether you're running paid ads, tracking marketing automation, or managing a whole team, hiccups are inevitable. The key is to diagnose the problem and, critically, report the darn CPS outage to the right people so they can fix it!
Identifying the Problem: Is it REALLY a CPS Outage?
Before you hit the panic button and start emailing everyone with subject lines like "CODE RED: CPS IMPLODING," let's do some detective work. Is it actually a complete outage, or just a dip? Here's a quick checklist:
Data Verification: Are you looking at the right data? Double-check your reporting parameters. Dates, source, attribution model – all that jazz. Sometimes it's just a simple reporting error. Trust me, I've been there! I once freaked out thinking our email open rates plummeted, only to realize I'd accidentally filtered out half the audience. Whoops!
Attribution Breakdown: Where exactly is the problem occurring? Is it across all channels, or just one specific campaign? Dig into the details. If it's just one campaign, that narrows the problem down considerably.
Technical Glitches: Is your tracking pixel firing correctly? Is your data integration working as expected? Use tools to verify data flow from your ad platforms, website, CRM, etc. Sometimes a broken connection is all it takes to throw everything off. Think of it like a broken pipe – the water's still there, it's just not getting where it needs to go!
External Factors: Any major events that might be impacting sales? A competitor launching a killer promotion? A national holiday? Economic downturn? Sometimes the problem isn't you, it's the market. Consider any seasonality or external events that might affect consumer behavior.
Who Do You Report the CPS Outage To?
This depends entirely on your company structure, of course. But generally, here's a hierarchy of who you might need to alert:
Your Immediate Supervisor: Start here. They need to be in the loop, even if they can't directly solve the problem. They can provide context, guidance, and potentially escalate the issue if needed.
Your Marketing Team Lead/Manager: If you're responsible for a specific marketing channel, the team lead needs to know. They can help troubleshoot, brainstorm solutions, and coordinate efforts.
Your Analytics/Data Science Team: These are the people who can really dig into the data and identify the root cause. They can verify tracking, analyze trends, and provide insights that might be missed otherwise.
Your Development/Engineering Team: If the problem is technical (broken tracking, data integration issues, etc.), then the dev team is your best friend. Be prepared to provide detailed information about the problem, including error messages and steps to reproduce it.
Your Vendor/Platform Support: If the outage is related to a third-party platform (like Google Ads, Facebook Ads, or your CRM), contact their support team ASAP. They might be experiencing a known issue or have specific solutions.
Creating a Clear and Concise Outage Report
When you report the CPS outage, don't just say "CPS is down!" That's not helpful. You need to provide specific, actionable information. Think of it like reporting a car accident – you need to tell the police exactly what happened.
Here's what your report should include:
Subject Line: Be clear and concise. For example: "URGENT: CPS Outage – [Campaign Name] – [Date]"
Executive Summary: Briefly describe the problem and its potential impact. "CPS for the Q3 lead generation campaign has dropped by 50% since yesterday, potentially impacting our overall lead goals."
Detailed Description of the Problem: Explain exactly what's happening. Provide specific numbers, screenshots, and examples. "CPS for the Facebook Ads campaign has dropped from $20 to $40. Website conversion rates remain normal, suggesting the issue is with ad performance."
Possible Causes: List any potential causes you've identified. "Possible causes include increased competition, changes to ad targeting, or a technical glitch with the tracking pixel."
Steps Taken to Investigate: Detail what you've already done to troubleshoot the problem. "I've checked the ad targeting, verified the tracking pixel is firing correctly, and reviewed the Google Analytics data."
Recommended Actions: Suggest possible solutions. "We should try A/B testing different ad creatives, adjusting the bidding strategy, and reaching out to Google Ads support."
Contact Information: Make sure people know how to reach you if they have questions.
Following Up and Staying Informed
After you report the CPS outage, don't just sit back and wait. Follow up with the relevant teams to ensure they're aware of the issue and taking action. Stay informed about the progress of the investigation and any solutions that are being implemented. Regular communication is key to resolving the problem quickly and effectively.
And finally, remember to document everything. Keep a record of the outage, the steps you took to investigate it, and the solutions that were implemented. This will help you prevent similar issues in the future and improve your overall marketing performance. Nobody likes a CPS outage, but learning from it can make you a better marketer in the long run. Good luck!