Why has the click-through rate for Unity Ads' interstitial ads dropped 15% in the past week?

Introduction

The recent 15% drop in click-through rate for Unity Ads' interstitial ads is a concerning trend that requires immediate attention. As we dive into this issue, we'll systematically analyze potential causes, gather relevant data, and develop a strategic plan to address the root cause while considering both short-term fixes and long-term implications for our product.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a recent change in ad content or placement. Has there been any modification to the ad inventory or placement strategy in the past week?

Why it matters: Recent changes could directly impact user engagement. Expected answer: Yes, we've introduced new ad formats. Impact on approach: If confirmed, we'd focus on analyzing the performance of new vs. old ad formats.

• Considering user segments, I'm curious about the distribution of this drop. Is the 15% decrease uniform across all user segments, or are certain groups more affected?

Why it matters: Identifying specific affected segments could point to targeted issues. Expected answer: The drop is more pronounced in certain user segments. Impact on approach: We'd prioritize investigating those segments and their unique characteristics.

• Given the sudden nature of the drop, I'm wondering about any technical issues. Have there been any reported bugs or performance issues with the ad serving system in the past week?

Why it matters: Technical glitches could explain a sudden drop in engagement. Expected answer: No major issues reported, but some minor glitches were observed. Impact on approach: We'd need to investigate these glitches and their potential impact on ad performance.

• Thinking about external factors, has there been any significant change in the competitive landscape or industry trends that might affect user behavior?

Why it matters: External factors could influence user engagement with ads. Expected answer: No major industry shifts, but a competitor launched a new ad product. Impact on approach: We'd need to analyze our position relative to this new competitive offering.