
Meaningful exclusions
Exclude traffic that does not fit the offer, and document the decision. Check that exclusions do not block useful demand. Agree whether the evidence supports keeping, changing, or stopping the approach.
Review the conversion actions and values used by bidding. An automated system cannot distinguish suitable leads if every low-value action is treated equally. Look for a clear reason before repeating or abandoning a test.
- A written brief
- Named responsibilities
- Agreed review points




