
Change records
Log major edits, tests, and budget changes. Consider conversion delay before attributing later results to the most recent adjustment. Use actual customer questions to check whether the plan is useful.
Inspect spend pacing, available search terms, conversion triggers, and lead feedback. Use a checklist that ties changes to observed problems. Check that a visitor can find the next action without guessing.
- A written brief
- Named responsibilities
- Agreed review points




