
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. Investigate unexpected changes before recommending more spend.
Log major edits, tests, and budget changes. Consider conversion delay before attributing later results to the most recent adjustment. Explain why a change was made, not just when it happened.
- A written brief
- Named responsibilities
- Agreed review points




