1. Wrong on timing: You are doing the right thing but the effect is taking longer than you thought to move the metrics. Be patient. You are on the fastest route to your destination accounting for normal traffic. You need to keep doing what you are doing.
2. Wrong on impact: Your activity is not delivering the effect you believed it would — the metrics are not moving enough relative to the effort/resources you are putting into this activity. Hit the breaks and follow an alternative route. You need to stop this activity and pursue plan B.
3. Wrong on strategy: Your activity is not moving the metrics and it is unclear what you should do next. Pull over and look at the map. You need more time to figure this out and a new hypothesis to test.
Some great insight here.
Source: How to miss your numbers | Sneakerhead VC | Phin Barnes, Oct. 2016