Native advertising is judged on what happens after the click far more than on the ad itself. The destination has to continue an expectation the ad created.
The click was a request for content, not an offer
A native headline is presented in the register of editorial material, and the reader clicking it expects something to read rather than something to buy.
Landing that reader on a product page with a price and a purchase button breaks the expectation immediately, and most visitors leave without scrolling.
The mismatch is not a targeting failure. The right person clicked; the destination answered a different question than the one they asked.
Advertorial pages exist to close the gap
The common solution is a destination written as an article that explains the subject the headline raised before introducing the advertiser's product.
This page has to carry clear sponsorship disclosure, since presenting commercial content as independent editorial is the specific practice American regulators have warned against.
Done properly, the page satisfies the reading intent and then offers a next step to those still interested, which is a smaller but far better qualified group.
Page speed is a larger factor than in other channels
Native traffic is heavily mobile and often arrives on ordinary cellular connections, so a heavy landing page loses a substantial share of visitors before rendering.
Those losses are invisible in the ad platform, which counts the click, while the analytics tool never records a session that failed to load.
The discrepancy between clicks reported and sessions recorded is the fastest way to detect the problem, and it is routinely large enough to change how a campaign is judged.
Conversion is usually two steps, not one
Because the visitor arrived in a reading mindset, asking for a purchase immediately converts poorly compared with asking for something smaller.
Campaigns that request an email address, a guide download or a saved item generally collect far more of the audience they paid for.
The purchase then happens later through channels the advertiser owns, which means native's contribution appears in an earlier position than last-click reporting credits.
Attribution shapes what gets built
Native frequently introduces a brand to someone who had no prior awareness of it, and that introduction rarely produces an immediate transaction.
Measured on last click, the channel looks weak; measured on assisted contribution or on a holdout comparison, it often looks materially different.
Advertisers who never run that second measurement tend to cut native early, which is why the format's effectiveness is disputed more often than it is tested.