Start with the score, not the channel you suspect
Most founders start diagnosing a plateau by staring at the channel they distrust most, usually paid. That's backwards. A single score in isolation tells you almost nothing about where the actual gap is.
Pull the four categories up side by side first: marketing, website, tracking and brand. Marketing is one score with paid search, paid social, SEO and email underneath it, so open it up before you blame a channel. And the lowest score isn't automatically the priority: a low tracking score, for instance, usually means every other score above it is unreliable until it's fixed.
Check tracking before you trust anything else
If your tracking score is below 50, treat every other number on the dashboard as provisional. Broken server-side conversions, missing enhanced conversions, or incomplete consent mode configuration can silently understate performance on channels that are actually working fine.
This is the single most common false plateau: the business isn't stalling, the measurement is.
Then look for the biggest gap versus your segment
Once tracking is trustworthy, compare each metric to your segment's benchmark rather than a generic e-commerce average. A checkout completion rate that looks fine in isolation might be several points below what's typical for your category.
The gap between your number and the segment benchmark, multiplied by your traffic, is usually a faster way to find real revenue than another round of creative testing.
Prioritize by value, not by what feels urgent
Once you have a shortlist of gaps, rank them by estimated revenue impact against effort to fix, not by which one is loudest in your inbox. A quiet SEO gap worth 9,000 kr/month usually beats a flashy creative refresh worth much less.