
Change records
Log major edits, tests, and budget changes. Consider conversion delay before attributing later results to the most recent adjustment. Use support requests to find information that is missing or unclear.
Inspect spend pacing, available search terms, conversion triggers, and lead feedback. Use a checklist that ties changes to observed problems. Check the destination as well as the message that sends people there.
- A written brief
- Named responsibilities
- Agreed review points




