
Change records
Log major edits, tests, and budget changes. Consider conversion delay before attributing later results to the most recent adjustment. Ask customer-facing staff which details people need before deciding.
Inspect spend pacing, available search terms, conversion triggers, and lead feedback. Use a checklist that ties changes to observed problems. Use a real test inquiry to check delivery and follow-up.
- A written brief
- Named responsibilities
- Agreed review points




