Sometimes an advertising account looks like it has a performance problem when it actually has a measurement problem.
A conversion stopped firing. Consent changed. A checkout moved. A platform lost a signal. Somebody updated the website and the tracking quietly stopped doing what everyone thought it was doing.
Then the ads get blamed because the dashboard says they have suddenly become worse.
So one of the first things worth checking when performance changes is whether the measurement changed too.
Not because every bad result is a tracking issue.
Just because optimising advertising against broken information is a fairly expensive way to discover it later.