Tony Mowbray described Albion's late defeat at Norwich City on Saturday afternoon as a "cruel" one to take.
USA international striker Josh Sargent scored the only goal of the encounter at Carrow Road, firing low into the bottom corner past Joe Wildsmith in second-half stoppage time.
The Baggies had chances to take all three points themselves, but were unable to find the net on what was an incredibly frustrating day in Norfolk.
Mowbray believes the Baggies didn't get anything close to what they deserved, but admitted they must start scoring goals if they want to achieve their targets this season.
Tony said: “We had general domination in the game. It’s frustrating to lose. It’s cruel. That’s probably the word, rather than frustrating.
“You don’t always get what you deserve in football and we obviously didn’t get what we deserved today.
“I genuinely couldn’t see them scoring to be honest. They weren’t near our goal or threating us. They had two decent chances through pieces of brilliant play because they’ve got some brilliant individual footballers, but generally, we dominated.
“We have to score a goal. The bottom line is we can’t complain because we didn’t score a goal. You have to score with so much possession, so many shots and so many chances – the ball has to go in the net. It didn’t today.
“I’m not sure it was our players misfiring in front of goal. Their keeper made some good saves in the first half and in the second half. I didn’t see any glaring misses where we simply had to score.
“It’s pleasing the way the team are playing and I’ve said to them we have to keep that standard. If we do play at the level we played at today, we’re going to win enough games to finish where we want to finish.
“I was pleased with their application and the performance level, but we have to score. They played five at the back and we huffed and puffed and even after they scored, we had an amazing chance to score at the end.
“We’re disappointed. The lads are quiet and they probably can’t understand how that has happened. It wasn’t as if Norwich were knocking at the door and firing shots in every couple of minutes.
“They didn’t get out of their half for long spells. That’s the frustration because we do work hard on transitions and having enough bodies in place to stop transitions like the one they scored from.
“We have to take it on the chin and Norwich are a good side and a good attacking team.
“We have to put it behind us quickly and prepare for next week and keep going. We have to move on to the next challenge.”
