How do I assess the impact of page load speed on conversion for specific campaigns?

The official diagnostic tool for this split is the same keyword-level Quality Score components used to diagnose ROAS. Ad Relevance covers traffic quality: how well the ad matches the intent behind the keyword. Landing Page Experience is a separate factor about what happens after the click.

The tag status: Active, Inactive, or Unverified, or Needs Attention, points directly to a tagging problem. Tag Diagnostics scans site tags with a quality report. The conversion tracking compatibility rate shows share of clicks trackable with a first-party cookie.

The Search Terms report shows which real queries triggered an ad. Ad Relevance measures whether the ad matches that query. Landing Page Experience measures whether the page matches the ad.

Under Target CPA or Target ROAS, device bid adjustments limited as "-100% only," since bids set automatically, already factoring in device.

The Ads Transparency Center lets you see whether competitors are showing on your own brand name. Brand exclusions settings let you manage brand traffic as its own segment.

Rule out measurement first: a tag showing Inactive or Unverified can look like a real CVR drop. If the tag is fine, break the path into steps to see exactly where the drop-off happens.

Auction Insights shows which competitors you overlap with; a different competitor mix explains a gap on its own. The Search Terms report can reveal a subtler semantic difference within a group.