
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. Check tracking and operating changes before calling a result a trend.
Log major edits, tests, and budget changes. Consider conversion delay before attributing later results to the most recent adjustment. Use dated records rather than relying on memory at the next review.
- A written brief
- Named responsibilities
- Agreed review points




