If one of your site’s paid traffic sources had a low ecommerce conversion rate, which actions should you take? (select two)

A low e-commerce conversion rate for a paid traffic source doesn't automatically mean it's underperforming. You should investigate further before making drastic changes. First, determine whether the traffic source assists in conversions. Many users don't convert on their first visit. This source might be introducing users to your brand, leading to conversions through other channels later. Google Analytics' Multi-Channel Funnels reports can help identify these assisted conversions. Second, determine whether the traffic source fulfills other site goals. E-commerce conversion might not be its primary purpose. It could be driving brand awareness, lead generation (e.g., newsletter sign-ups), or content engagement. If it excels at these, it still provides value. Immediately stopping or increasing marketing spend without further analysis is premature and could lead to missed opportunities or wasted resources.