What is the best first step for troubleshooting a placement that is reporting impressions but no clicks?

Verifying the setup in the ad server is the best first step when troubleshooting a placement that is reporting impressions but no clicks. This is because the ad server configuration directly affects how ads are served to users and how interactions are tracked. If there is an issue with the ad setup—such as incorrect links, targeting parameters, or issues with the creative itself—this could lead to impressions being recorded without any resulting clicks.

By examining the ad server setup, you can ensure that all parameters are set correctly, including the ad placement, tracking pixels, and any redirects that could affect user interaction. Ensuring the setup is correct allows you to identify if the problem lies in how the ad was implemented rather than in external factors like budget allocation, audience targeting, or ad format, which may not directly address the lack of user engagement at the outset.