Work through the decision
- Fix the question, data window and primary outcome. Record spend, creative, offer and routing changes that could affect interpretation.
- Review technical integrity before performance. Missing events or duplicate inquiries can change the appearance of a channel without a customer-behaviour change.
- Separate continue, revise, pause and insufficient-evidence decisions. Assign work after documenting why the evidence supports it.
Decision to take away
A review remains useful when its conclusion is that further observations are needed. Avoid a mandatory success narrative.
A brief you can use
Source and reading context
The linked publication supports the factual example or technical context. The checklist and commissioning advice are editorial interpretation.
Read the original source