After launching a campaign, if conversions are not tracked, what should the planner/buyer first confirm?

Confirming tag implementation is crucial after launching a campaign, especially if conversions are not being tracked. Tags are snippets of code that track user interactions and conversions on a website, and without properly implemented tags, any data regarding conversions will be missing or inaccurate. Ensuring that the tracking tags (such as those for Google Analytics or Facebook Pixel) are installed correctly and firing as expected is essential to gather actionable insights from the campaign.

Tracking tags not only report conversions but also provide valuable information about the users interacting with the ads, allowing for data-driven decisions. Without this data, any adjustments to the campaign for optimization will be based on incomplete information.

While aspects like ad copy accuracy, audience segmentation, and budget allocation are also important components of a successful campaign, they do not address the immediate issue of tracking conversions, which is key to understanding the campaign's performance. If tags are not collecting the necessary information, no further analysis or adjustments can be effectively executed.