Define the commercial goal
Decide what a campaign is expected to do before reviewing its numbers. Product discovery, a launch and an established product can call for different priorities. Record the goal so budget decisions can be explained consistently.
Connect the ad to the product page
An advertising review should include the destination. Check whether the listing answers the promise made by the targeting and creative. More traffic alone does not resolve unclear product information, poor availability or an uncompetitive offer.
Review changes together
Keep a record of budget, targeting and content changes. Read spend and attributed sales alongside conversion, product costs and the reporting period. Use that context to decide what deserves more investigation rather than reacting to a single metric.
Discuss your brand ↗