
Meaningful exclusions
Exclude traffic that does not fit the offer, and document the decision. Check that exclusions do not block useful demand. Choose the next task from the review rather than repeating the calendar.
Review the conversion actions and values used by bidding. An automated system cannot distinguish suitable leads if every low-value action is treated equally. Review the evidence behind a recommendation, including its limits.
- A written brief
- Named responsibilities
- Agreed review points




