
Change records
Log major edits, tests, and budget changes. Consider conversion delay before attributing later results to the most recent adjustment. Look for gaps between what the business offers and what visitors understand.
Inspect spend pacing, available search terms, conversion triggers, and lead feedback. Use a checklist that ties changes to observed problems. Review the whole path instead of judging one screen in isolation.
- A written brief
- Named responsibilities
- Agreed review points




