Breakdowns
How the failures actually work.
Mechanics, explained properly and with the numbers shown. These are the patterns behind most of what the diagnostic finds — worth reading whether or not you ever hire anyone to fix them.
Where your conversion data actually goes
Most stores lose a large share of their conversion events before the ad platforms ever see them. The dashboard does not report a gap — it just optimises against whatever survived.
What creative fatigue actually looks like
Ad creative does not fail suddenly. It decays on a curve, and the curve is shallow enough at the start that it reads as a bad week rather than a dead asset.
What a slow checkout actually costs
Checkout is reached by people who have already decided to buy. It is also, in most stores, the heaviest page on the site. That combination is expensive.
These explain the mechanics. For the same analysis applied to real named storefronts, see the teardowns.