
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. Look for a clear reason before repeating or abandoning a test.
Log major edits, tests, and budget changes. Consider conversion delay before attributing later results to the most recent adjustment. Note changes in budget, capacity, and offers when reviewing performance.
- A written brief
- Named responsibilities
- Agreed review points




