How would you describe a campaign that fell short of its target goal?

As a video campaign that had an expected brand favorability lift of 5% and an actual brand favorability lift of 5%.
As an email remarketing campaign that had an expected lift in brand awareness of 5% and an actual lift in brand awareness of 12%
As a search campaign that had an expected increase in return on ad spend of $50.12 and an actual return on ad spend of $10.
As a display campaign that had an expected brand awareness lift of 10% and an actual brand awareness lift of 20%.