Quick snapshot — who you are and what you want us to fix

• Tell us your role and one sentence on the business outcome you absolutely must improve (e.g., lower CAC, raise ROAS, scale profitable volume).
• What is your current monthly paid media budget (total across channels)? Options: <$50k, $50k–$200k, $200k–$500k, $500k–$1M, >$1M
• Which channels are you actively running paid spend on today? Options: Google Search, Google Performance Max, Meta (Facebook/Instagram), TikTok, LinkedIn, Amazon Ads, Programmatic DSPs, Other
• Who is the final decision‑maker for media strategy and agency selection? Please include title and how they measure success.
• Which current vendor or in‑house team manages day‑to‑day optimizations today? Options: In‑house team, Specialist paid media agency, Full‑service digital agency, Consultant/freelancer, Hybrid, No one / new project

Why this is urgent — the pressure you can’t ignore

• If nothing changes in the next 90 days, what concrete business consequences will you face?
• When did you first notice CAC or ROAS drifting from targets, and what was the trigger (seasonality, channel change, creative, pricing, leadership)? Options: <1 month, 1–3 months, 3–6 months, 6–12 months, >1 year
• How tightly is your CFO or head of finance watching media KPIs right now? Options: Daily, Weekly, Monthly, Quarterly, Not actively
• What emotions are tied to this problem internally—frustration, embarrassment, fear of budget cuts, skepticism of agencies, or something else? Options: Frustration, Embarrassment, Urgency/pressure, Skepticism, Hopeful, Other
• What would a missed quarter look like in dollar terms or lost new customers if CAC stays the same?

What your metrics might be hiding — a few blunt questions

• Which attribution model are you using to evaluate channel ROAS today? Options: Last click, Last non‑direct, Data‑driven, Position based, Rule‑based custom, We don’t have one
• What is your current target ROAS (or target CAC) by channel, and how consistently are you hitting it?
• Do you have cross‑platform deduplication between ad platforms and your CRM? If yes, how is deduplication enforced? Options: Yes — automated server‑side, Yes — manual matching, Partial, No
• Where in the funnel do you most often lose prospects (click → lead, lead → MQL, MQL → customer)? Options: Click → Lead, Lead → MQL, MQL → SQL, SQL → Purchase, Post‑purchase retention
• Share a recent example where a metric looked fine but revenue did not follow—what happened?

Who would feel the heat if results don’t improve?

• Who on your team owns CAC/ROAS targets day‑to‑day, and who signs off on budget changes?
• Which internal teams must be aligned for media changes to stick (e.g., product, growth, analytics, creative, sales)? Options: Product, Growth/marketing ops, Analytics/BI, Creative/Brand, Sales/Rev Ops, Customer success, Other
• How many people would be directly involved in a weekly optimization sync with our working team? Options: 1, 2–3, 4–6, 7+
• Are you comfortable that the team who pitches will be the team doing the work day‑to‑day? Options: Yes — must be same team, Prefer same team, Open to different team, Not sure/need clarity
• Who on your side would serve as our escalation contact for contract or SLA issues?

Access, tech, and the things that make audits honest

• Which of these accounts and data sources can you grant admin or read access to for an audit? Options: Ad platforms (Google/Meta/TikTok/etc.), GA/GA4 or equivalent, CRM (HubSpot/Salesforce/etc.), Billing & invoicing reports, Server‑side event endpoints, MMP (Apps only), None of the above
• How long would it take to grant admin access and share historical data if we requested it today? Options: Immediately (same day), 1–3 business days, 4–10 business days, More than 2 weeks, We can’t grant access
• Do you have technical limits we should know about (PII restrictions, vendor policies, SSO lockouts, sampling in GA, or restricted APIs)?
• Where do you currently store creative assets and variants (DAM, Google Drive, ad manager, other)? Options: Digital Asset Manager, Google Drive/Dropbox, Ad platform asset library, Not centralized, Other
• Which reporting tools/dashboarding do you rely on for executive updates? Options: Looker/Looker Studio, Tableau/Power BI, Native platform dashboards, Spreadsheet exports, Other

Which obvious failure modes sound like you (pick all that apply)

• Choose the statements below that best describe recurring issues you've faced. Options: Campaigns optimized to platform metrics, not business KPIs, Creative testing is neglected or unstructured, Account structure is messy with legacy rules, Attribution and dedupe are inaccurate, Bidding rules are outdated or manual, Landing pages and offers change without coordination, Reporting shows activity, not outcomes
• Pick one of the selected failure modes and describe a concrete recent example—what decision was made, who made it, and what happened next?
• Which fixes have you already tried, and what measurable impact did they produce (good or bad)?
• On a scale from 1–10, how willing is your leadership to run controlled experiments that may temporarily lower short‑term ROAS to find a better long‑term approach? Options: 1, 2, 3, 4, 5, 6, 7, 8, 9, 10
• Which of these would you let us change or test without lengthy approvals? Options: Creative variants, Audience targeting, Bid strategy, Budget allocation, Landing pages, None — need approvals for all

What 'winning' actually looks and feels like for your team

• What is your numerical target for CAC or ROAS by channel over the next 3–6 months?
• If we hit those targets, what would change operationally or strategically at your company?
• Which outcome matters more right now: maximizing profitable scale or squeezing down acquisition cost at current volume? Options: Maximize profitable scale, Reduce CAC at current volume, Balance both equally, Unsure
• What is the minimum monthly conversion volume you need per channel to consider results statistically meaningful? Options: <100, 100–500, 500–1,000, 1,000–5,000, >5,000
• How quickly would you expect to see directional signal from a prioritized test (choose realistic cadence)? Options: 7–14 days, 15–30 days, 30–60 days, 60+ days

How you prefer to make tradeoffs — risk, fees, and accountability

• Would you consider a commercial model where part of our fee is tied to performance against agreed CAC/ROAS targets? Options: Yes — prefer performance‑linked, Maybe — need guardrails, Prefer fixed fee only, Not open
• What procurement or legal constraints should we be aware of for SLAs, data sharing, or performance clauses?
• Have you experienced a vendor overpromising results and then handing the account to juniors? Tell us what broke.
• Which reporting cadence do you want from a working partner for operational decisions and for executive updates? Options: Daily operational, Weekly summary, Bi‑weekly deep dive, Monthly executive
• What acceptance or rollback criteria would make you comfortable for a high‑risk experiment (example: no >X% QoQ revenue loss, maintain CPA within Y%)?

Audit ready? What we need to start quickly and cleanly

• If we began an audit today, which of these documents/data can you share right now? Options: Historical ad spend by campaign, Conversion definitions and mapping, CRM closed‑won revenue by source, Past audit or agency review, Creative performance library, None available immediately
• Who will own granting access and answering technical questions during the audit (name, title, and contact)?
• What timeframe would you give us to complete an audit and present prioritized recommendations? Options: 7–10 business days, 2–3 weeks, 4–6 weeks, Longer than 6 weeks
• Do we need an NDA, a vendor onboarding form, or procurement approval before we access anything? Options: NDA required, Procurement form required, Both, No paperwork needed
• Is there anyone (legal, security, privacy) who must pre‑approve data sharing or account access? Options: Yes — legal, Yes — security/IT, Yes — privacy/compliance, No

Small tests that prove whether this partnership will work

• If we proposed one 30‑ to 60‑day test to prove our hypothesis, what is the smallest, highest‑value experiment you'd greenlight? Options: Creative refresh + audience split, Bid strategy change on top‑performing campaigns, Allocate test budget to new channel, Landing page variant tied to ads, Attribution model shift with holdout
• What minimum signal would make you say the test is successful (e.g., % CAC reduction, % lift in ROAS, conversion rate improvement)?
• What would you require in reporting to trust the result (raw data exports, seat access, BI join, or executive deck)? Options: Raw data export, Direct dashboard access, BI joins with CRM, Executive one‑pager + recommendations, All of the above
• If the test trends negative, what rollback protections or escalation steps do you need?
• Who needs to be at the post‑test review to approve next steps?

Final check — red flags and green lights before we commit

• What is the single biggest obstacle that would prevent us from doing a thorough audit or running experiments successfully?
• Which of these internal signals would make you confident a change in partner will stick? Options: Leadership support for testing, Dedicated in‑house ops owner, Clear KPIs and budget flexibility, Centralized creative workflow, Reliable analytics/BI integration
• Realistically, when are you ready to start a formal audit and pilot (choose the soonest realistic option)? Options: Immediately, Within 2 weeks, Within 1 month, 2–3 months, Later
• Who should we schedule the kickoff with once access is granted (name, role, and preferred meeting times)?
• What is one thing you wish every agency asked you but never does? (Tell us honestly.)

• Audit Findings & Impact Review
• Channel Root Cause Deep‑Dives (Search / Social / Programmatic / Marketplaces)
• Testing‑Led Recovery & Scale Plan (Roadmap & Experiment Designs)
• Executive Decision: Approve Roadmap & Go/No‑Go

• Creative team to deliver the first sprint's creative variants and documentation by agreed deadlines.
• Identify any gating constraints (tracking, creative, vendor approvals) that block testing and assign owners.
• Ensure cross‑channel interactions and attribution are defined to avoid double‑counting wins.
• Create a channel hypothesis table with KPI, test design, measurement plan, and owner for each hypothesis.
• Client/host to assign owners for any blocked resources (creative, analytics, dev) and provide availability windows.
• Analytics team to draft instrumentation changes and test tagging required to measure each experiment.
• Set up shared experiment tracker (spreadsheet or project board) with initial timelines.
• Future State (One Sentence) & Success Definition
• Approve the 12‑week experiment roadmap and cadence that aim to prove the future state.
• Agree on concrete experiment designs with clear primary and secondary KPIs and measurement windows.
• Lock in scaling rules and guardrails so validated wins can be safely ramped.
• Confirm resource assignments, timelines, and reporting deliverables to support execution.
• Finalize and publish the 12‑week experiment calendar with owners and platform windows.
• Implement experiment tagging, control groups, and dashboard templates required to measure primary KPIs.
• Introductions & Objective
• Ops team to set budget caps and bidding rules in platforms as per guardrail specifications.
• One‑Sentence Current State & Consequence Recap
• Obtain executive approval to proceed to Deployment Enablement under the agreed roadmap and guardrails.
• Confirm budgetary and resourcing commitments needed to execute the plan.
• Record any executive conditions, KPIs tied to performance, and the governance cadence.
• Client sign authorization to proceed to Deployment Enablement (formal go‑ahead).
• Finance/Procurement to confirm budget release and any contract amendments required for performance‑linked fees.
• Schedule the Deployment Readiness checklist review and assign owners for each readiness item.
• Create a shared, one‑sentence view of the current state that all stakeholders accept.
• Surface and agree the explicit business consequence (dollars, CAC/ROAS impact, volume loss).
• Prioritize 2–4 root causes to test first and schedule follow-up deep dives.
• Obtain agreement on required missing data or access needed to validate findings.
• Host to share raw audit slides, queries, and the one‑sentence current state slide with the client.
• Client to provide missing datasets (CRM match keys, post‑click logs, billing exports) identified during the meeting.
• Schedule channel deep‑dive workshops for prioritized root causes within 5 business days.
• Recap Current State & Goals
• Agree on 1–2 clear, testable hypotheses for each prioritized channel.
• Confirm how each hypothesis will be measured and what data sources validate the test.
• One‑Sentence Current State
• Summary of Testing Plan & Expected Impact
• Search Channel Deep Dive
• Testing Strategy Overview
• Resource ask, Budget & Risk Summary
• Quantified Consequence
• Social Channel Deep Dive
• 12‑Week Roadmap & Cadence
• Sample Experiment Designs
• Governance & Reporting Commitments
• Top Root Causes Summary
• Programmatic & DSP Deep Dive
• Evidence Snapshots
• Marketplace / Amazon Deep Dive
• Scaling Rules & Guardrails
• Decision and Next Steps
• Reporting, Dashboards & Decision Gates
• Client Validation
• Cross‑Channel Attribution & Interaction
• Agree Hypotheses & Measurement
• Next Steps & Ownership
• Resource Plan & Timeline Confirmation

• Deploy cross-platform conversion tracking pixels
• Configure Google Ads search campaigns
• Launch Meta prospecting and retargeting campaigns
• Run TikTok paid social campaigns
• Manage programmatic DSP bidding and targeting
• Launch and optimize Amazon Sponsored Ads
• Operate daily bid management and budget pacing
• Execute creative A/B test rotations
• Implement audience segmentation and retargeting lists
• Allocate and rebalance cross-channel budgets
• Integrate campaign data into client CRM/dashboard
• Execute landing-page traffic splits for variants
• Set up automated conversion-focused bidding strategies

Deploy cross-platform conversion tracking pixels

• Which advertising platforms require pixel or event tracking? Options: Google Ads, Meta (Facebook/Instagram), TikTok, LinkedIn, Amazon, Programmatic DSPs, Other
• What conversion events must be tracked (select all that apply)? Options: Purchase/Transaction, Lead/Contact, Signup/Trial, Add-to-cart, Subscription, Custom event (describe below)
• Describe existing tracking setup or provide account IDs (e.g., GA4 Property ID, Meta Pixel ID).
• Do you require server-side/event-level or Conversions API implementations in addition to client-side pixels? Options: Yes, server-side required, No, client-side only, Unsure — need assessment
• Are there consent management or privacy constraints (GDPR, CCPA) that affect event collection? Options: Yes, No, Partially — requires conditional tracking
• Who will provide admin access and developer resources for pixel deployment (list emails/roles or choose option)? Options: Client will provide access, Agency will request access, We will coordinate with a third-party developer, Provide access details below

Configure Google Ads search campaigns

• What Google Ads account(s) will be used (Customer ID or indicate new account)?
• What are the primary campaign objectives and measurement targets? Options: Target ROAS, Target CPA/CAC, Maximize conversions, Drive traffic/awareness
• What is the expected monthly Google search spend? Options: Less than $50k, $50k–$150k, $150k–$500k, More than $500k
• Do you have existing keyword structure and negative keyword lists? Options: No, starting from scratch, Partial — needs rework, Yes, existing and well-structured
• Will Shopping/Smart campaigns or purely Search keyword campaigns be required? Options: Search (keywords), Shopping/Product Listing Ads, Smart/Performance Max, Combination of the above
• Are there specific landing pages or page variants for search traffic (list URLs or indicate if new pages needed)?

Launch Meta prospecting and retargeting campaigns

• Which Meta Business Manager/ad accounts will we use (provide IDs or indicate new setup)?
• What prospecting audience types should be prioritized? Options: Interest/behavior-based, Lookalike (1%/1-5%), Demographic targeting, Custom intent-like audiences
• What retargeting windows and audience rules do you want (e.g., 7/14/30/90 day purchasers, cart abandoners)? Options: 7 days, 14 days, 30 days, 60 days, 90 days, Custom — specify below
• Do you have Meta Creative assets ready (video, static, carousel), and quantity per ad variant? Options: Multiple video assets, Static images only, Limited assets — need production, No assets available
• Is the Meta pixel/Conversions API already implemented and validated for conversions used by campaigns? Options: Yes — fully implemented, Partial — pixel only, No — not implemented
• Which campaign objectives will we use (choose primary and secondary)? Options: Conversions, Traffic, Engagement, Catalog Sales, Lead Generation

Run TikTok paid social campaigns

• Do you have a TikTok Ads account and/or creator/influencer relationships to leverage? Options: Yes — account and creators, Yes — account only, No — need setup and sourcing
• What creative formats and runtimes are preferred (in-feed video length, vertical vs horizontal)? Options: 6–15s vertical video, 15–30s vertical video, Square video, Static/thumbnail only
• What targeting approach do you want on TikTok (interest, custom audiences, lookalikes)? Options: Interest/behavior, Custom audiences (CRM), Lookalike audiences, Broad/automated targeting
• What is the initial test budget and cadence for TikTok experiments? Options: <$10k/month, $10k–$50k/month, $50k–$150k/month, >$150k/month
• What primary KPI will define success on TikTok (e.g., CAC, ROAS, CPL)? Options: CAC/CPA, ROAS, Cost per View/Engagement, Other — specify
• Are there brand safety or creative compliance constraints for TikTok content? Options: Yes — list restrictions, No

Manage programmatic DSP bidding and targeting

• Which DSP(s) do you prefer or already use? Options: The Trade Desk, Google DV360, Xandr/Verizon (or equivalent), Other — specify
• What inventory types should be targeted (open exchange, PMP, guaranteed, connected TV)? Options: Open Exchange, Private Marketplace (PMP), Programmatic Guaranteed, Connected TV/CTV
• What targeting signals are required (contextual, audience segments, CRM match, geo, device)? Options: Contextual, Third-party audience segments, First-party CRM match, Geo/zip, Device/OS
• Are there CPM/CPA/target bid constraints or floor price expectations? Options: Yes — provide target ranges, No — open bidding, Prefer agency recommendation
• What viewability, fraud protection, or brand safety rules must be enforced? Options: Standard viewability, Third-party verification required, Blocklist/allowlist enforcement, Other — specify
• Do you require raw impression/event-level reporting or aggregated dashboards? Options: Raw logs (S3/bigquery), Aggregated dashboard only, Both

Launch and optimize Amazon Sponsored Ads

• Do you have an Amazon Advertising account (Seller Central or Vendor Central) and active catalog? Options: Seller Central, Vendor Central, No Amazon account
• How many SKUs/ASINs will be in scope for Sponsored Ads? Options: 1–50, 51–200, 201–1,000, 1,000+
• Which Sponsored formats are required (Products, Brands, Display)? Options: Sponsored Products, Sponsored Brands, Sponsored Display, Video Ads
• What performance target will define success on Amazon (ACOS, TACoS, ROAS)? Options: ACOS target, TACoS target, ROAS target, Other — specify
• Are creative assets (brand/logo/video) and product detail pages optimized for conversion? Options: Fully optimized, Partially optimized, Not optimized — needs work
• Are there inventory/fulfillment constraints (FBA availability, stockouts) we should consider? Options: Yes — list constraints, No

Operate daily bid management and budget pacing

• What level of daily operational control is required (full agency autonomy, joint approval thresholds, client-only changes)? Options: Full agency autonomy, Joint approvals above thresholds, Client must approve all changes
• What budget pacing policy do you prefer (smooth daily spend, front-loaded, back-loaded, flexible)? Options: Smooth daily pacing, Aggressive/front-loaded, Conservative/back-loaded, Flexible based on performance
• Which bid strategies are acceptable to implement (manual CPC, enhanced CPC, target CPA, target ROAS, maximize conversions)? Options: Manual CPC, Enhanced CPC, Target CPA, Target ROAS, Maximize Conversions
• What operating hours/timezones should daily monitoring and budget changes align to? Options: US business hours (EST), US business hours (PST), EMEA hours, 24/7 monitoring
• What automated alerts or escalation thresholds do you want for performance degradation? Options: % drop in ROAS, % increase in CPC, Absolute CPA threshold, Notify only — no automatic action
• Who will provide access to update budgets and bids in each platform? Options: Client admin, Agency account manager, Shared access via manager account, Other — specify

Execute creative A/B test rotations

• What creative variants are available (headlines, images, videos, CTA variations) and approximate counts per format?
• What is the desired test cadence and minimum run-time to call winners? Options: Daily evaluation, Weekly, 2-week cycles, Custom — specify below
• Which primary metric will determine the winner (CTR, CVR, CPA, ROAS)? Options: Click-through rate (CTR), Conversion rate (CVR), Cost per acquisition (CPA), ROAS, Other — specify
• What traffic allocation rules should be used for tests (equal split, weighted, ramp-to-winner)? Options: Equal split, Weighted by traffic, Ramp-to-winner, Multi-armed bandit/automated
• Do you require creative production support or only rotation/execution of existing assets? Options: Production support required, Only rotation of existing assets, Occasional refreshes
• Are there brand/compliance guidelines that restrict creative variations (e.g., required copy, logo usage)? Options: Yes — guidelines will be provided, No restrictions

Implement audience segmentation and retargeting lists

• Do you have first-party data (CRM, purchase history, app events) available for audience creation? Options: Yes — CRM/data warehouse available, Partial — limited data, No — not available
• Which audience segments are priority (recent purchasers, cart abandoners, high LTV, dormants, engaged users)? Options: Recent purchasers, Cart abandoners, High LTV, Churned/dormant, Site engagers
• What lookback windows should be used for each retargeting audience? Options: 7 days, 14 days, 30 days, 60 days, 90 days, Custom — specify
• Do you require audience exclusions (e.g., exclude converters from prospecting) and specify rules? Options: Yes — exclude converters, No exclusions, Other — specify
• How frequently must audiences sync to ad platforms (real-time, hourly, daily, weekly)? Options: Real-time/streaming, Hourly, Daily, Weekly
• Are there PII or consent constraints for using first-party audiences? Options: Yes — consent required, No, Partially — need guidance

Allocate and rebalance cross-channel budgets

• What is the total monthly media budget to be allocated across channels? Options: Less than $50k, $50k–$150k, $150k–$500k, More than $500k
• Which channels should be included in the allocation strategy? Options: Google (Search/Shopping), Meta, TikTok, LinkedIn, Amazon, Programmatic DSPs
• How often should budgets be rebalanced based on performance (daily, weekly, monthly)? Options: Daily, Weekly, Bi-weekly, Monthly
• What guardrails should trigger reallocation (ROAS thresholds, CPA changes, spend limits)? Options: ROAS threshold, CPA/CAC threshold, Spend pacing limit, Other — specify
• Do you want a reserved experiment budget (percentage) for testing new tactics/channels? Options: Yes — % of budget (specify below), No reserve, Flexible — decide monthly
• Which attribution model should inform cross-channel rebalancing (last-click, data-driven, multi-touch)? Options: Last-click, Data-driven, Position-based, Custom multi-touch

• Non-Disclosure Agreement (NDA)
• Master Services Agreement (MSA)
• Statement of Work (SOW)
• Performance-Linked Fee Schedule
• Service Level Agreement (SLA)
• Team & Governance RACI
• Billing & Payment Terms
• Data Access & Tracking Authorization
• Data Processing Agreement (DPA) & Compliance Addendum
• Reporting, KPIs & Acceptance Criteria
• Change Order Agreement
• Termination & Exit Plan
• Kickoff & Onboarding Plan

• Success Review — CAC & ROAS Performance Review
• Test Learnings & Recommendations Workshop
• Backlog & Roadmap Grooming — Issues & Enhancements
• Tactical Optimization Sync (Weekly)
• Quarterly Executive Success Review

• Trigger creative handoffs and set delivery deadlines for required assets.
• Assign clear owners and SLAs for top-priority items to ensure execution velocity.
• Ensure acceptance criteria link directly to CAC/ROAS improvement or instrumentation needs.
• Agree on communication cadence for backlog progress to the customer.
• Move top N backlog items into the sprint with owners, due dates, and acceptance criteria.
• Create tickets for instrumentation and tracking gaps with analytics owner assigned.
• Publish the updated roadmap and notify stakeholders of expected delivery windows.
• Log enhancement requests that require product/landing changes and map dependencies.
• Quick Performance Snapshot (24–72h)
• Make fast, low-friction decisions to protect and improve CAC/ROAS within the week.
• Ensure all changes have owners, monitoring, and rollback plans to minimize risk.
• Keep the shared backlog and experiment roster synchronized with operational changes.
• Execute approved bid and budget reallocations and confirm implementation time.
• Pre-read & Data Definitions Confirmation
• Enable or validate rollback scripts/rules for any high-risk changes.
• Log weekly outcomes to the shared performance tracker for the next Success Review.
• Executive One-line Current State & Consequence
• Secure executive alignment on current performance, quantified business consequence, and strategic direction.
• Approve any required budget shifts or channel reallocations to hit next-quarter targets.
• Agree on commercial adjustments or renewals tied to performance outcomes.
• Confirm governance cadence and reporting requirements for the next quarter.
• Approve revised budget allocations and authorize scaling of prioritized winners.
• Finalize changes to commercial terms or performance fee structures as agreed.
• Schedule cross-functional alignment meetings (Finance, Product, Creative) for implementation.
• Publish executive one-pager and updated roadmap to stakeholders.
• Align all stakeholders on the concrete current state and quantified business consequence of performance gaps.
• Agree on a short list of corrective or scaling actions with owners and timelines.
• Confirm definitions and data sources so subsequent reviews are unambiguous.
• Trigger any required deep-dive workshops for unresolved channel anomalies.
• Approve list of experiments/allocations to scale, pause, or stop and assign owners.
• Update and publish the canonical dashboard with agreed attribution and normalization notes.
• Schedule channel-specific deep-dive for any channel with >20% variance from target.
• Document monetary consequence (monthly run-rate) for executive reporting.
• Experiment Set & Hypotheses Recap
• Validate which experiment results are causally reliable and worth operationalizing.
• Produce a prioritized, timebound plan to scale winners and address failures.
• Agree on precise acceptance and rollback criteria to prevent oscillation and safeguard ROAS.
• Ensure instrumentation gaps are identified and assigned so future experiments are reliable.
• Create scaling playbooks for each winning experiment including audience, creative, bid rules, and monitoring thresholds.
• Instrument additional tracking or A/B test design changes for experiments with inconclusive evidence.
• Assign owners and timelines for implementing rollback rules for underperforming experiments.
• Document learnings in the shared experiment repository for reuse across channels.
• Review Open Backlog Items with Impact Scores
• Have a single, prioritized backlog aligned to business impact and resourcing.
• Reconcile Customer Requests and Constraints
• Quarterly Performance vs SLAs and Targets
• Urgent Experiment or Budget Changes
• Evidence Review — Results & Statistical Confidence
• One-sentence Current State
• Prioritize by Impact / Effort and Risk
• Consequence Summary (Financial & Operational)
• Business Impact & Forecast (CAC/ROAS to LTV)
• Root-cause Mapping
• Creative & Landing Page Blockers
• Strategic Recommendations & Budget Reallocation
• Assign Owners, SLAs, and Acceptance Criteria
• Risk & Rollback Controls Check
• Recommendation: Scale / Iterate / Kill
• Channel-level CAC/ROAS vs Targets
• Test Outcomes & Root-cause Highlights