Meta's Ads Manager team has seen a drop in advertiser activation after a policy enforcement workflow change. Over the last 6 weeks, the percentage of newly created ad campaigns that reach first delivery within 7 days fell from 68% to 59%, and Sales is escalating that advertisers are getting stuck after submission.
You are the PM for the ads review and launch flow across Ads Manager. Leadership wants to know whether there is a process gap in campaign creation, policy review, or advertiser remediation. Initial data shows: campaign creation volume is flat at ~420K/week, campaign submission rate declined slightly from 91% to 89%, approval rate dropped from 84% to 76%, median review turnaround increased from 3.2 hours to 9.1 hours, and the share of rejected campaigns that are edited and resubmitted fell from 47% to 28%.
A policy operations lead believes stricter review is improving quality, while the growth team argues advertisers are abandoning the process because the remediation loop is broken. Your task is to use metrics to identify the most likely process gap and define how you would prove it.
campaign_funnel_events: advertiser_id, campaign_id, event_name, event_timestamp, objective, placement, countrypolicy_review_log: campaign_id, review_status, rejection_reason, queue_entry_time, decision_time, reviewer_typecampaign_edits: campaign_id, edit_timestamp, fields_changed, resubmission_flagadvertiser_profile: advertiser_id, spend_tier, account_age_days, vertical, managed_vs_self_servedelivery_log: campaign_id, first_impression_timestamp, spend_day_1