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Ad Planning — Troubleshooting

Common issues and how to resolve them.

Last updated: 2026-04-10

Revenue Shows €0 / "—"​

Symptom: Dashboard or Metrics page shows €0 for Total Revenue even though orders exist.

Cause: The conversion_value field on purchase conversions is NULL. This happens when:

  • The trackPurchaseConversionWorkflow used orderService.retrieveOrder() which doesn't compute totals (fixed April 2026)
  • The order was placed before the ad-planning subscriber was deployed

Fix:

  1. Check if the conversion exists: GET /admin/ad-planning/conversions?conversion_type=purchase
  2. If conversion_value is null, backfill it from the order summary:
-- Find affected conversions
SELECT c.id, c.order_id, c.conversion_value
FROM conversion c
WHERE c.conversion_type = 'purchase'
  AND c.conversion_value IS NULL;

-- Backfill from order_summary
UPDATE conversion c
SET conversion_value = (
  SELECT (os.totals->>'paid_total')::numeric
  FROM order_summary os
  WHERE os.order_id = c.order_id
  LIMIT 1
)
WHERE c.conversion_type = 'purchase'
  AND c.conversion_value IS NULL;

Segments Always Show 0 Members​

Symptom: A segment with rules like total_orders >= 5 or avg_order_value >= 100 always evaluates to 0 members.

Possible causes:

  1. No data: Check if customers actually have enough orders/conversions:

    GET /admin/ad-planning/conversions?conversion_type=purchase

  2. Threshold too high: The segment criteria threshold exceeds what any customer has. Check actual values:

    SELECT customer_id, COUNT(*) as orders
    FROM "order" WHERE deleted_at IS NULL
    GROUP BY customer_id ORDER BY orders DESC LIMIT 10;

  3. Field name mismatch (fixed April 2026): Prior to the April fix, fields like total_orders, total_spent, avg_order_value, days_since_last_order, and clv didn't exist in the enriched data. If you created segments before the fix, rebuild them.

Fix: Trigger a segment rebuild:

PUT /admin/ad-planning/segments/{id}
{ "rebuild": true }

Percentile Shows "—" for All Scores​

Symptom: The Percentile column in Customer Scores always shows a dash.

Cause: Percentile is only meaningful with 2+ customers scored for the same type. With a single customer, it returns null (displayed as "—").

Fix: Score more customers. Scores are calculated automatically after purchase events, or manually:

POST /admin/ad-planning/scores
{ "person_id": "person_abc", "score_type": "engagement" }

Attribution Shows 0 Records​

Symptom: The Attribution page is empty even though there are analytics sessions.

Possible causes:

  1. No UTM parameters on sessions: Attribution only creates records for sessions with utm_campaign data. Verify your storefront analytics sends UTM parameters.

  2. Analytics session missing UTM columns (fixed April 2026): The analytics_session table didn't have UTM columns, so the attribution workflow couldn't read them. After migration, new sessions will populate correctly.

  3. Bulk resolve hasn't run: The daily job runs at 2 AM. Trigger manually:

    POST /admin/ad-planning/attribution/resolve
    { "bulk": true, "days_back": 30, "limit": 5000 }

A/B Experiment Shows "Not Significant" When Treatment Wins​

Symptom: An A/B experiment where the treatment clearly outperforms control is marked "Not statistically significant" or "Inconclusive".

Cause (fixed April 2026): The p-value formula returned values > 1 for negative z-scores (treatment > control), causing getSignificanceLevel to fall through all thresholds.

Fix: After deploying the April fix, stop and restart the experiment, or trigger a results recalculation:

GET /admin/ad-planning/experiments/{id}/results

Currency Shows ₹ Instead of €​

Symptom: Revenue, CLV, and spend values display with ₹ (Indian Rupee) instead of the store's actual currency.

Cause (fixed April 2026):

  • The conversion.currency model defaulted to "INR"
  • The UI had hardcoded ₹ symbols

Fix: After deploying the April fix:

  • New conversions will use the order's actual currency
  • The UI uses useCurrencyFormatter which reads the store's default currency
  • Meta Ads spend (in INR) is automatically converted to the store currency via exchange rate

Dashboard ROI Shows 0%​

Symptom: Campaign ROI is 0 even though both spend and revenue exist.

Possible causes:

  1. No ad_account_id filter: The dashboard requires ?ad_account_id= to load campaign data. Without it, no campaigns are fetched and ROI is empty.

  2. Currency mismatch: Spend (in ad account currency, e.g. INR) and revenue (in store currency, e.g. EUR) are compared directly. The dashboard route doesn't perform currency conversion — this is displayed at the UI level.

Weekly Score Job Takes Too Long​

Symptom: The recalculate-customer-scores job times out or runs for hours.

Cause (fixed April 2026): Previously the job loaded ALL conversions and journeys into memory and processed every person sequentially with 3 serial workflow calls per person.

Fix: The April update:

  • Filters to only customers with activity in the last 30 days
  • Paginates data loading (500 rows/page)
  • Runs 5 customers concurrently
  • Runs all 3 score workflows in parallel per customer

If the job still takes too long, reduce the ACTIVITY_WINDOW_DAYS constant in recalculate-scores-job.ts.

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