
Bid inputs
Review the conversion actions and values used by bidding. An automated system cannot distinguish suitable leads if every low-value action is treated equally. Separate a measurement error from a change in customer behavior.
Log major edits, tests, and budget changes. Consider conversion delay before attributing later results to the most recent adjustment. Record the date, reason, and owner of important changes.
- A written brief
- Named responsibilities
- Agreed review points




