
Change records
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.
Inspect spend pacing, available search terms, conversion triggers, and lead feedback. Use a checklist that ties changes to observed problems. Explain why a change was made, not just when it happened.
- A written brief
- Named responsibilities
- Agreed review points




