I had a real slap in the face yesterday when I came into the office and checked my reports for the previous day. It seemed as though clicks and ad spend were up and conversions were down, dramatically down.
Yesterday was back to normal, and I had less traffic which spent more money, knocking the ROAS back up to justify buying the traffic.
Sure enough numerous of our sites took a hit and I saw similar patterns on many of them.
I am curious to know if anyone else had a streak of low converting traffic on Wednesday, April 4th or if we are just an isolated case?
I'm not pointing any fingers, but I do have some theories about WA's demo debut, having worked in software maintenance a number of years myself.
Black Wednesday also saw 15% lower Adwords traffic for me than usual, however returns were in line with traffic. I suspect that a number of things were going on at the same time, and much depended on the nature of your landing pages, niche, etc.
We'll likely never piece together the whole story... anyway, I suspect activity around the billiard table of Google's tech department was also down significantly on Wed. Surely someone had some serious explaining to do over there.
In your case maybe some looters took advantage of the stats outage as well?