
Meaningful exclusions
Exclude traffic that does not fit the offer, and document the decision. Check that exclusions do not block useful demand. Turn the findings into a short list of actions and owners.
Review the conversion actions and values used by bidding. An automated system cannot distinguish suitable leads if every low-value action is treated equally. Keep the next decision tied to evidence the team can verify.
- A written brief
- Named responsibilities
- Agreed review points




