
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. Use actual customer questions to check whether the plan is useful.
Log major edits, tests, and budget changes. Consider conversion delay before attributing later results to the most recent adjustment. Check what happens after the customer clicks, submits, or calls.
- A written brief
- Named responsibilities
- Agreed review points




