Bad result—or data that simply has not matured yet? Hold before the selected lag window, investigate broken tracking or confounders, and only keep or revert when evidence is mature enough.
Use this resource when
Download the working file.
This is the complete editable template—not a PDF preview. Add your own account data, owners and decisions.
Set an account-specific lag window
Choose the conversion cycle, attribution buffer, data-refresh buffer, evidence floor and target direction that fit the account. Every default is illustrative and editable.
Log the material change
Record the date, platform, campaign, change type, owner, rationale, selected metric and expected direction. The workbook calculates the earliest safe review date and maturity percentage.
Check measurement before performance
Tag, CRM/import, consent, refresh and anomaly checks override the commercial read. Broken tracking routes to INVESTIGATE rather than an automatic campaign reversal.
Keep B2B and DTC outcomes separate
B2B examples evaluate qualified opportunities and imported qualified leads. DTC examples evaluate contribution after ads. Both paths use user-owned targets rather than a universal ROAS or CAC benchmark.
Assign the next decision
The queue returns HOLD / TOO EARLY, INVESTIGATE, KEEP or REVERT with one owner, candidate explanation and next action.
Practical questions
Questions that change the decision
Does the workbook tell me the correct lag for my account?
No. You set the conversion cycle and buffers using your own reporting and CRM evidence. The included values are illustrative.
Should I revert when tracking breaks?
Not automatically. A tracking failure returns INVESTIGATE so you can repair measurement and reconcile source data before making a commercial claim.
Can it prove that a campaign change caused the result?
No. It helps isolate timing, tracking and confounders and records a candidate explanation. A pre/post workbook alone cannot prove causality.
Sources and platform documentation
Platform features change. These links point to the primary documentation used for the implementation details above.