Check data before changing bids
Broken tags, duplicate actions, and altered definitions can distort campaign decisions. Verify measurement when performance changes unexpectedly before changing targeting or bidding to solve the wrong problem. Use several relevant signals rather than one isolated result.
Log major edits, tests, and budget changes. Consider conversion delay before attributing later results to the most recent adjustment. Note changes in budget, capacity, and offers when reviewing performance.
Budget and capacity
Allow for both media spend and management fees, and set a budget the business can test responsibly. Pause or adjust offers when staff cannot handle new inquiries. Keep a record of approved costs and outstanding decisions.
Change a defined part of the message, audience, or page and state the success measure in advance. Account for conversion delay before comparing results. Review both successful actions and errors before launch.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
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