
Change records
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.
Inspect spend pacing, available search terms, conversion triggers, and lead feedback. Use a checklist that ties changes to observed problems. Use dated records rather than relying on memory at the next review.
- A written brief
- Named responsibilities
- Agreed review points




