Previous objectives, campaign types, offers, creatives, audiences, and outcomes were reviewed under consistent conversion definitions.
Why it matters
Account history provides evidence the briefing alone cannot reveal and prevents repeating failed tests.
How to do it
Set a comparable period and review objectives, campaign types, promotions, creatives, audiences, terms, locations, and placements; connect spend and conversions to lead quality.
Completion evidence
The audit separates proven learnings, hypotheses, data gaps, and decisions for the new plan.
Security and conditions
Review only authorized accounts and do not export more data than necessary.
Step by step
Choose a comparable period and confirm which actions counted as conversions in each platform and in the CRM.
Review the objectives and campaign types, budget distribution, offers, and promotions used during that period.
Compare ads, creatives, messages, audiences, search terms, locations, and placements, separating delivery metrics from commercial outcomes.
Connect spend, conversions, and cost to lead statuses such as replied, interested, opportunity, and sale when those data are available.
Classify each conclusion as evidence, a hypothesis, or a data gap, then record what to repeat, stop, or test differently.
The CMS, hosting, domain, forms, and technical owners are inventoried with named access and a rollback plan.
Why it matters
Measurement and landing pages depend on safe website changes and a clear recovery path.
How to do it
Identify the CMS, such as WordPress when used, hosting, DNS, forms, checkout, and repository; request named invitations and agree on backup, staging, and rollback before editing.
Completion evidence
Access was tested in every required system, owners were recorded, and the backup and rollback procedure was approved.
Security and conditions
Do not request client passwords or change themes, DNS, or production without authorization and a backup.
Step by step
List the CMS, such as WordPress when applicable, hosting, domain and DNS provider, forms, checkout, and code repository used by the site.
Confirm the owner and technical contact for each system and request a named invitation through the official access feature instead of receiving a client password.
Test whether the assigned role supports only the scoped changes and record who authorizes production changes.
Before editing, confirm a recent backup, a staging environment when available, and a rollback procedure with an owner and deadline.
Perform a harmless inspection or controlled change to validate access, then record unavailable systems, blockers, and next owners.
Plan conversions, data, and the complete lead flow.
Item 27When applicable
Website and landing pages ready
Each destination page is published, works on desktop and mobile, and leads to the expected action without a critical error.
Why it matters
The campaign loses value when the page prevents navigation, contact, or purchase.
How to do it
Review the offer, CTA, form fields, contact buttons, links, redirects, confirmation page, policies, responsiveness, and speed.
Completion evidence
A QA script is completed for each URL on the defined devices and browsers, with issues and owners recorded.
Security and conditions
Do not collect more data than necessary and protect forms against abuse.
Step by step
Open every final URL on desktop and mobile, then confirm the value proposition, offer, CTA, form, phone number, WhatsApp, and every planned contact path.
Submit each form with fictitious data and test validation, error messages, the confirmation page, and redirects.
Review policies, consent, HTTPS, broken links, perceived speed, and any element that covers or blocks the primary action.
Record each issue by URL, device, impact, owner, and deadline. Repeat the test after the fix before approving the campaign for launch.
Each path used by campaigns has been tested from the ad through lead receipt and handling.
Why it matters
A page can look ready while losing the source, failing to submit, or not alerting the sales team.
How to do it
Open every campaign URL on desktop and mobile with test UTMs, complete the action with fictitious data, and confirm the thank-you page, CRM record, and owner alert.
Completion evidence
A test log by source records the URL, time, result, CRM destination, and fixes for any failures.
Security and conditions
Use fictitious data and remove test records when they are no longer needed.
Step by step
Create test UTMs for every source that will be used and open the complete URL in a clean session on desktop and mobile.
Complete the action with a fictitious lead and record the time, page, form, expected event, and confirmation message.
Confirm in analytics and the advertising platform that the conversion occurred once with the correct source and parameters.
Find the record in the CRM, check its owner and alert, and confirm that the team can move the lead to the next status.
Fix any issue, repeat the complete journey, and remove the fictitious data when it is no longer needed as evidence.
The container is present on in-scope pages, and tags, triggers, variables, consent, and publishing follow the measurement plan.
Why it matters
Controlled tag management reduces untested changes and duplicate measurement.
How to do it
Map each action, test it in Preview and Tag Assistant on critical pages and forms, and publish a named version after approval.
Completion evidence
Each event occurred once without duplication, and the published version records the changes.
Security and conditions
Limit who can publish and do not insert scripts from unknown sources.
Step by step
Turn the measurement plan into an event table with the action, page or element, variables, destination, and expected result.
Confirm that the container belongs to the client, is installed in every in-scope template, and has no second installation duplicating tags.
Create or review tags, triggers, and only the required variables. Prefer the dataLayer or stable signals over fragile layout selectors.
Open Preview and Tag Assistant on the exact URL, complete the journey from the landing page, and check the event, values, fired tags, and tags that should remain inactive.
Confirm delivery in GA4 DebugView, Google Ads, or Meta according to the destination, then fix duplicate events, empty parameters, and overly broad triggers.
Test every consent state and publish a named version with a description, date, and owner only after approval.
The account, property, web stream, time zone, currency, collection, retention, key events, access, and Google Ads link are validated.
Why it matters
GA4 organizes acquisition and behavior, but only helps when events arrive once in the correct stream.
How to do it
Find existing properties and streams, then validate the Google tag, events, key events, DebugView, Realtime, internal traffic, unwanted referrals, retention, reporting identity, attribution, and Google Ads link.
Completion evidence
Delegated access works and a test journey appears in the correct stream with the expected events, parameters, and key events.
Security and conditions
Keep the client as owner, use least privilege, and do not send unnecessary personal data in events.
Step by step
Find the existing account, property, and web data stream before creating anything and confirm that the client owns them.
Review the stream URL, time zone, currency, and Google tag installation strategy to avoid duplicate measurement through both the site and GTM.
Map recommended and custom events, their parameters, and which business outcomes should be marked as key events.
Enable debug mode, run the journey, and confirm in DebugView and Realtime the event name, parameters, and one trigger per action.
Review internal traffic, unwanted referrals, data collection, retention, reporting identity, and attribution under the approved governance.
Link GA4 to Google Ads, enable only necessary sharing, and decide which imported events are primary or secondary.
The correct property is verified, access is named, the sitemap is submitted, and priority URLs were inspected.
Why it matters
Search Console shows whether Google can discover, crawl, and index acquisition pages.
How to do it
Find an existing property, prefer a Domain property when DNS control is available, verify ownership, submit the sitemap, and inspect the homepage and priority landing pages.
Completion evidence
The property, verification method, users, sitemap, status, and indexing issues are recorded.
Security and conditions
The client controls the domain and DNS. Do not request registrar credentials or change records without authorization and rollback.
Step by step
Search for existing properties and confirm with the domain owner which protocols and subdomains need coverage.
Create or validate a Domain property through authorized DNS access; use a URL-prefix property only when the scope requires that boundary.
Keep the verification method active and add named users with the lowest permission sufficient for their work.
Confirm the sitemap opens without authentication, is not blocked, and was submitted in the Sitemaps report with a success status.
Inspect the homepage and priority landing pages, then record blocks, unexpected preferred URLs, non-indexed pages, security issues, or manual actions.
A tool such as Microsoft Clarity or Hotjar is installed, respects consent, and masks sensitive data.
Why it matters
Recordings and heatmaps reveal friction that media and conversion metrics do not explain.
How to do it
Choose a tool, install it through a controlled method, exclude sensitive fields and pages, enable masking, validate consent, and link it to Analytics when useful.
Completion evidence
Sessions and heatmaps reach the correct project without capturing sensitive content.
Security and conditions
Do not record passwords, personal data, authenticated areas, checkout, or payment information.
Step by step
Choose Microsoft Clarity, Hotjar, or an equivalent tool based on the question that session recordings and heatmaps need to answer.
Create the project under client control and install it through GTM, an official integration, or a reviewed technical implementation.
Configure consent, text and field masking, and exclusions for login, checkout, authenticated areas, and other sensitive pages.
Run a fictitious session, wait for processing, and confirm the URL, device, recording, and heatmap in the correct project without exposing sensitive content.
Connect it to GA4 only when there is a defined use, and record retention, owners, people with access, and the review date.
Stages, entry and exit criteria, owners, loss reasons, and service level are configured in the CRM.
Why it matters
Without clear states, the agency cannot distinguish slow follow-up, an invalid lead, and a real opportunity.
How to do it
Adapt stages such as new, contacted, replied, qualified, opportunity, won, lost, invalid, duplicate, and spam; define who updates each stage and by when.
Completion evidence
The published pipeline includes approved definitions, owners, and classification examples for the sales team.
Security and conditions
Restrict sensitive fields and permissions according to each user's role.
Step by step
Audit the current pipeline and list sources, fields, owners, automations, and reports before changing any stage.
Define statuses with clear criteria, such as new, contacted, replied, interested or qualified, opportunity, won, lost, invalid, duplicate, and spam.
Set the entry rule, exit rule, owner, and SLA for each status, and configure loss reasons that distinguish service, customer fit, and offer issues.
Preserve source, campaign, and UTMs in dedicated fields, and require only the fields that the team can consistently update.
Move a fictitious lead from entry to won or lost and confirm that the history can reconstruct the complete follow-up.
Each source sends the lead to the correct destination and owner with an alert, deduplication, and failure handling.
Why it matters
Website forms, native lead forms, WhatsApp, and other sources can fail in different ways.
How to do it
Test each form, WhatsApp, and other source separately; confirm fields, UTMs, owner, alert, deduplication, retry, and fallback when the integration fails.
Completion evidence
A source matrix records the fictitious lead received, time, owner, alert, and result of a simulated failure when possible.
Security and conditions
Use official integrations, fictitious data, and never expose lead content in public alerts.
Step by step
List website forms, native lead forms, WhatsApp, phone, checkout, and every other lead source separately.
For each source, define the destination, fields, owner, distribution rule, alert, deduplication, retry, and fallback.
Send one fictitious lead from each source and record the time, test identifier, received fields, assigned owner, and delivered alert.
Simulate a safe failure when possible and confirm that the integration records the error, retries, or alerts the owner without losing the lead.
Fix discrepancies and repeat the test until every source reaches the correct pipeline with UTMs preserved.
Commercial stages useful for optimization are mapped and, when applicable, returned to the correct platform.
Why it matters
A click or form alone does not show whether the lead qualified, became an opportunity, or generated revenue.
How to do it
Define which stages return as an offline conversion, along with identifiers, window, value, and consent; test one fictitious record end to end through an official integration.
Completion evidence
The test event appears in the correct destination without duplication, and the mapping from CRM stage to conversion is documented.
Security and conditions
Send only permitted fields with the lawful basis, protection, and handling required by the platform.
Step by step
Choose commercial stages that represent real value, such as qualified, opportunity, sale, or revenue, instead of returning every CRM movement.
For each offline conversion, define the matching identifier, name, window, value, currency, consent, and destination platform.
Configure the official integration or a controlled import and document how duplicates and updates will be handled.
Use a fictitious record, advance its status, and confirm that the event appears under the correct action without creating a second conversion for the same outcome.
Record latency, match rate, failures, and the owner responsible for periodic integration reviews.
Campaign, group or ad set, ad, creative, and UTM conventions are documented and preserved through the destination.
Why it matters
Consistent names make analysis, search, and reconciliation across sources easier.
How to do it
Define vocabulary and required fields by level; standardize utm_source, utm_medium, utm_campaign and, when used, utm_content and utm_term; test redirects and link shorteners.
Completion evidence
The published standard and a test URL reach the page and analytics with names and UTMs intact.
Security and conditions
Do not place personal data or confidential information in URLs and names.
Each conversion action is active, not duplicated, and configured for its intended reporting and optimization use.
Why it matters
A wrong conversion can make the campaign optimize for a supporting action or count the same result twice.
How to do it
Review source, category, primary or secondary action, count, value, currency, window, and attribution; validate the GA4 link, Google tag, and enhanced conversions when applicable.
Completion evidence
A conversion table records configuration, test, status, and the decision about which action enters conversion reporting and bidding.
Security and conditions
Enhanced conversions require permitted handling of user-provided data and a setup compatible with consent.
Step by step
Inventory every existing conversion action and map each one to the measurement plan, separating final outcomes from microconversions.
Choose one primary source for each action, such as the Google tag, GA4, or offline import, and remove duplicates before optimizing campaigns.
Configure category, primary or secondary action, count, value, currency, window, and attribution according to the actual event.
Run a test conversion and confirm it in Tag Assistant, GA4 when used, and the Google Ads action status without duplicate firing.
Enable enhanced conversions only when applicable, permitted, and covered by consent and the privacy policy.
Segments needed for observation, remarketing, and exclusion have been created with coherent sources and durations.
Why it matters
A prepared baseline avoids improvisation and separates visitors, engaged users, converters, and customers when permitted.
How to do it
Configure all visitors, key pages, conversion starters, converters, and customers when permitted; align duration with the sales cycle and create matching exclusions.
Completion evidence
Segments appear in the correct account with source, status, duration, initial size, and purpose documented.
Security and conditions
Do not upload lists without authorization, do not use sensitive data, and follow Customer Match policies.
Step by step
Confirm that the Google tag, GA4, or another authorized source is receiving data before creating segments that depend on it.
Create journey-based segments such as all visitors, priority pages, form starters, converters, and permitted customer lists.
Define a URL or event rule and a duration that matches the decision cycle instead of repeating the same window for every audience.
Create converter and customer exclusions for campaigns that should not reach them, and document the intended observation, targeting, or exclusion use.
Review the name, source, rule, duration, population status, and initial size of every segment in the correct account.
Automatically applied recommendations, rules, scripts, and previous changes have been reviewed and have a recorded decision.
Why it matters
An older account may keep changing budget, bidding, or targeting outside the current strategy.
How to do it
Audit automatically applied recommendations, rules, scripts, change history, alerts, and experiments; keep or disable each automation with a reason and owner.
Completion evidence
A register shows the automation found, relevant change, decision, date, and owner.
Security and conditions
Do not install scripts without reviewing their source, permissions, accessed data, and financial impact.
Step by step
Open the recommendations configured for automatic application and identify each enabled category, its decision date, and owner.
Keep or disable each category according to the approved strategy. Do not accept keywords, budgets, ads, or bids solely because of the optimization score.
Review automated rules, scripts, alerts, and experiments, including their condition, scope, schedule, action, notification, and owner.
Use the rule preview when available and read Change history to distinguish actions by people, rules, the API, and Google Ads Editor.
Record every active automation, its rationale, possible impact, owner, and next review date.
Campaigns, groups, ads, keywords, terms, and landing pages have saved views suited to the operation.
Why it matters
Without consistent columns, cost, delivery, conversion, and quality issues remain hidden across screens.
How to do it
For campaigns, groups, ads, keywords, search terms, and landing pages, save sets with cost, impressions, CTR, CPC, conversions, rate, CPA or ROAS and, when applicable, impression share and quality.
Completion evidence
Named views are available at the levels used by the team and have been checked with account data.
Security and conditions
Do not treat a view as permission to export more data than necessary.
Step by step
Create a campaign view with status, budget, strategy, impressions, clicks, CTR, CPC, cost, conversions, conversion rate, CPA or ROAS, and impression share when applicable.
Create separate ad group and ad views with delivery, approvals, CTR, conversions, and final URL, removing columns that do not support that analysis.
For keywords and search terms, include match type, cost, conversions, quality or relevance, and criteria for adding negatives.
For locations and landing pages, review geographic performance, URL, experience, and speed when those metrics are available.
Order columns for operational review, save each set with a clear name, and apply segments only when they answer a defined question.
The business portfolio, ad account, page, Instagram, domain, dataset, billing, 2FA, and owners have been audited.
Why it matters
Client-owned and correctly linked assets reduce operational blockers and dependence on one person.
How to do it
Record asset IDs and ownership, confirm partners and permissions, billing, business verification when applicable, 2FA, at least two client owners, and official recovery contacts and steps.
Completion evidence
The continuity plan records assets, links, administrators, recovery, billing, and issues without depending on one person.
Security and conditions
Do not share personal logins or create multiple business portfolios or reserve accounts to bypass restrictions.
Step by step
Inventory the business portfolio, Page, professional Instagram account, ad account, dataset or Pixel, catalog, domain, and phone or WhatsApp number used in ads.
Record the ID and owner of each asset and confirm that legitimate assets belong to the client, not to an employee or former agency.
Connect the Page and Instagram account when applicable, and grant partner or user access only to the required assets and tasks.
Validate billing, limits, 2FA, business verification when required, and at least two authorized client administrators for continuity.
Document links, permissions, contacts, and official recovery without creating backup profiles, portfolios, or accounts to evade restrictions.
The domain, dataset, Pixel, and applicable browser and server events are linked, tested, and not duplicated.
Why it matters
Correct assets do not compensate for missing, duplicated, or misrouted events.
How to do it
Validate the domain and dataset, priority business events, permitted parameters, browser and server delivery, event_id deduplication, match quality, and Events Manager diagnostics.
Completion evidence
Test events appear in the correct dataset with origin, parameters, deduplication, and critical alerts resolved or assigned.
Security and conditions
Do not send sensitive data or customer information outside the parameters and handling permitted by Meta.
Step by step
Confirm the correct domain and dataset, then map each funnel event to a standard event only when there is a real match.
Validate the browser Pixel on every required page and check the event name, URL, parameters, value, currency, and number of fires.
Add Conversions API or another server-side send only for planned events, with the required consent and permitted data handling.
When the browser and server send the same action, use the same event name and matching identifier for deduplication, then confirm a single conversion.
Test the journey in Events Manager and resolve diagnostics, match quality, and coverage issues with an owner and deadline.
Required audiences and exclusions have the correct source, window, purpose, and access.
Why it matters
Separating prospecting, re-engagement, and converters prevents overlap and unsuitable messaging.
How to do it
Create visitors, key pages, Instagram or Facebook engagement, video viewers, lead form starters or submissions, converters, and permitted customers; set matching windows and exclusions.
Completion evidence
The inventory lists each audience's name, source, window, availability, authorized account, and intended use.
Security and conditions
Use customer lists only with authorization, a lawful basis, and handling accepted by the platform.
Step by step
Create Custom Audiences for visitors, key pages, events, Facebook or Instagram engagement, video, and forms according to the plan.
Separate journey stages and retention windows, recording the source, rule, duration, purpose, and authorized account.
Create converter and permitted customer audiences to exclude them from prospecting campaigns or incompatible messages.
When using Advantage+ audience, confirm which selections are controls and which may be expanded before considering targeting complete.
Grant access only to the correct account and validate availability, initial size, and exclusions inside the applicable campaign.
Attribution, columns, spending limits, rules, and automated recommendations match the approved plan.
Why it matters
The team needs a shared view of delivery and cost and must prevent unexpected financial automation.
How to do it
Configure columns for delivery, spend, reach, frequency, link CTR, CPC, landing page views, results, and cost per result; review attribution, limits, rules, and automated recommendations.
Completion evidence
A saved operating view and register of limits, rules, recommendations, and adopted decisions.
Security and conditions
Continuity must use legitimate client assets, approved administrators, and official recovery, never reserve accounts to bypass restrictions.
Step by step
Save a view with delivery, spend, impressions, CPM, reach, frequency, link clicks, link CTR, CPC, and landing page views.
Add results, conversion rate, cost per result, and objective-specific metrics without mixing different lead definitions.
Review the attribution window and document how it will be compared with GA4, the CRM, and the report.
Audit spending limits, rules, and automated recommendations, then record whether to keep, change, or disable each one, with a reason and owner.
Test the view in the correct account and confirm that all continuity arrangements use legitimate assets and official recovery.
Google Business Profile configured, formerly Google My Business
The correct profile was found or created without duplication, is client controlled, and has reviewed location, contact, hours, website, and media.
Why it matters
For local businesses, the profile is a discovery, contact, and trust surface that must match the real operation.
How to do it
Search name, address, and phone before creating; claim or verify the profile, then review category, location or service area, phone, hours, website, description, photos, and applicable products or services.
Completion evidence
The profile is verified or verification has an owner, users are correct, fields and media were reviewed, and issues are documented.
Security and conditions
The client remains primary owner. The agency is a manager and never receives verification codes or the Google account password.
Step by step
Search Google and Maps for the exact business name, city, location, and phone number to find the correct profile and avoid duplication.
If it exists, request official ownership or access; if it does not, add the business and assign the Google-offered verification step to the client.
Review real business name, primary and additional categories, address or service area, map pin, phone, website, description, and regular and special hours.
Add logo, cover, storefront, interior, team, and other real photos that help people recognize the business and its products or services.
Add products or services when applicable and confirm that price, description, link, and availability match the real offer.
Add the agency as manager, keep the client as primary owner, and record verification, users, reviewed fields, and open issues.
The official channel, ownership, permissions, usable videos, and applicable Google Ads link are confirmed.
Why it matters
Video campaigns depend on the correct channel and assets without sharing the client's Google account.
How to do it
Locate the official channel, request YouTube Studio permission, review identity, links, videos, and usage rights, and link the channel to Google Ads when the plan requires it.
Completion evidence
Channel URL and ID, assigned role, video inventory, and Google Ads link status are recorded.
Security and conditions
Use channel permissions. Never share the Google account password and grant management rights only when necessary.
Step by step
Locate the official channel and confirm its URL, ID, owner, and whether another channel could cause the wrong asset to be used.
Request access through YouTube Studio channel permissions and choose Viewer, Editor, or Manager according to the actual task.
The account, website, product source, countries, shipping, returns, brand, diagnostics, and applicable advertising link are valid.
Why it matters
Shopping and catalog campaigns depend on product data that matches the website and real commercial terms.
How to do it
Confirm the existing account and ownership, verify the website, configure an integration or feed, review a product sample, set shipping and regions, complete business information, and resolve Needs attention issues.
Completion evidence
The source is processed, products are approved, policies are configured, required links are active, and disapprovals are resolved or assigned.
Security and conditions
Do not advertise prices, stock, shipping, or policies that differ from the website, and do not create a duplicate account before investigating the existing one.
Step by step
Look for an existing account and confirm owner, legal name, address, country, website, contacts, and responsible people before creating another.
Verify and claim the website through an authorized method and choose the countries where the business actually sells, aligning language, currency, and landing pages.
Configure the product source through an ecommerce integration, feed, file, API, automatic source, or eligible manual entry, and document who maintains it.
Review a product sample: title, description, image, price, availability, identifiers, brand, and specific URL must match the website.
Configure shipping, delivery time, returns, and served regions to match the website, then complete business information and branding.
Open Needs attention, fix account issues before product disapprovals, and record approved quantity, warnings, and owners.
The sales team demonstrated that it can record lead source, status, quality, and outcome in the official CRM or spreadsheet.
Why it matters
A configured pipeline does not help if the team does not update the data returned to the agency.
How to do it
Choose the CRM or spreadsheet as the official source, configure fields and loss reasons, train the owner with examples, and move a test lead through closure.
Completion evidence
The test shows source, owner, status changes, final reason, and the feedback routine.
Security and conditions
Use fictitious data for training and restrict access to real lead data.
Step by step
Choose the CRM or spreadsheet as the official source and configure source, campaign, contact, owner, status, quality, and loss reason.
Define who updates each field and within what timeframe, including examples of replied, interested, opportunity, won, and lost.
Train the sales owner with a fictitious lead and show how to correct its status, duplication, and incorrect source.
Follow the test lead through closure and confirm that the agency can review its history and receive quality feedback.
Record the review routine and treat missing updates as an operational blocker, not as proof that advertising produced no result.
Indicators, definitions, sources, filters, time zone, currency, refresh, and reconciliation are defined.
Why it matters
An agreed source prevents differences between dashboards and contradictory decisions.
How to do it
Validate connected accounts, period, time zone, currency, dimensions, filters, and calculated metrics; document the origin, formula, refresh, and owner of each indicator.
Completion evidence
The dashboard is validated with sample data and samples checked directly against platforms and the CRM.
Security and conditions
Share reports only with authorized recipients and with the minimum amount of data.
Step by step
Duplicate an approved template or create a new dashboard, then rename the report, data sources, and visual elements for the correct client.
Connect only the in-scope GA4, Google Ads, Meta, and CRM sources, and confirm the account, period, time zone, currency, and delegated access for each source.
Create date dimensions, source, medium, and event filters, and calculated fields with a documented formula, type, and definition.
Review every page, logo, period, filter, chart, and no-data state. Reconnect fields when a source schema changes.
Compare samples directly with each platform and the CRM for the same period, and designate the dashboard as the source of truth only after explaining discrepancies.
Store the dashboard in the official folder, assign maintenance owners, and record the refresh schedule and next reconciliation.
Frequency, format, time, recipients, and delivery channel have been defined and tested.
Why it matters
A correct dashboard still fails operationally when nobody receives, opens, or understands the update.
How to do it
Configure scheduled delivery only after validating the numbers, send a test to authorized recipients, and confirm access, subject, displayed period, and the owner of the executive summary.
Completion evidence
The correct group received and opened the test delivery, with schedule and owner recorded.
Security and conditions
Review permissions and recipients whenever the team or contract changes.
Step by step
Define the frequency, day, time, reporting period, format, channel, recipients, and owner of the executive commentary.
Confirm viewing permissions and default filters before scheduling any recurring delivery.
Send a test to authorized recipients and validate the subject, link or attachment, reporting period, brand presentation, and access without requesting excessive permissions.
Fix delivery issues, record the schedule and automation owner, and review recipients whenever the team, scope, or contract changes.
Goal, conversion, budget, bid, geography, language, schedule, networks, placements, audiences, ads, URLs, and tracking have been reviewed.
Why it matters
An independent review finds errors before they affect spend or the experience.
How to do it
Compare each setting with the approved plan, test destinations and measurement, review creatives and exclusions, and ask another person to check before publishing.
Completion evidence
A signed checklist for each campaign includes review links or captures and issues resolved or formally accepted.
Security and conditions
Do not publish without final authorization and confirm spending limits.
Step by step
Compare the objective, campaign type, budget, bid, geography, language, schedule, networks, and placements with the approved plan.
Review audiences, exclusions, keywords or negative terms, creatives, copy, identity, approvals, and each channel's policies.
Open every final URL with UTMs and confirm the page, form, event, CRM record, alert, and experience on desktop and mobile.
Verify conversions, the primary action, attribution, spending limits, billing, and pause conditions before publishing.
Request a second-person review and record screenshots, resolved issues, and the client's final authorization.
Campaigns have launched and delivery, spend, conversions, leads, and critical website signals are monitored at the start.
Why it matters
Initial monitoring makes it possible to correct delivery, links, and measurement quickly.
How to do it
Log checks after publishing, in the first hours, and at the 24-hour and 72-hour marks; verify delivery, spend, disapprovals, links, conversions, leads, CRM, website behavior, and pause conditions.
Completion evidence
The launch log records time, owner, observed metrics, incident, decision, and resolution for each check.
Security and conditions
Respect approvals and do not increase the budget without authorization.
Step by step
Record the approved configuration and time before publishing to create an audit baseline.
Immediately after launch, confirm status, delivery, budget, disapprovals, URLs, and that no unexpected campaign or ad remained active.
During the first hours, check spend, clicks, events, leads, CRM routing, and signs of friction on the website.
Repeat the checks at 24 and 72 hours, compare commercial lead quality, and record every change with its reason, owner, and result.
Pause according to the defined critical conditions, and do not increase budget, expand targeting, or change the offer without the required approval.
The frequency and format of status updates for the first days are agreed, with owners and a condition for reducing cadence.
Why it matters
Early on, the client needs visibility into progress, blockers, and decisions without improvised meetings.
How to do it
During the first days, send a short status with completed work, active campaigns, incidents, next steps, and pending decisions; reduce frequency when operations stabilize.
Completion evidence
The status template, cadence, channel, owner, and transition criterion to normal operations are documented.
Security and conditions
Do not include credentials, personal lead data, or sensitive screenshots in status updates.
Step by step
Define the channel, time, owner, and update frequency during preparation, launch, and the first days of the campaign.
Use a short format covering completed work, active campaigns, metrics that are still immature, incidents, next steps, and the decision required.
Include the updated roadmap or schedule when a dependency changes and explain the impact on timing, budget, or testing.
Confirm that the responsible contact received and understood the update without turning the group into a channel for sharing credentials or lead data.
Reduce the frequency once operations stabilize and move to the approved regular meeting and reporting cadence.
Results, lead quality, learnings, and differences between sources have been reviewed for the same period, time zone, and attribution window.
Why it matters
The first review adjusts priorities with data from real operations.
How to do it
Compare the platform, GA4, CRM, and report; analyze campaign, audience, creative, search term or placement, lead quality, and cost by commercial stage; document differences and next tests.
Completion evidence
The shared review presents reconciliation by source, learnings, decisions, owners, and an updated plan.
Security and conditions
Use aggregated data whenever possible and keep access under review.
Step by step
Set the same period, time zone, currency, and attribution window before comparing Google Ads, Meta, GA4, the CRM, and the dashboard.
Compare samples of spend, clicks, conversions, leads, and revenue or sales stage, recording the definition used by each source.
Analyze by campaign, audience, creative, search term, location, or placement, and connect cost to lead quality and response speed.
Explain discrepancies caused by attribution, latency, time zone, consent, duplication, lost UTMs, or integration failures, and assign each fix.
Record learnings, decisions, new tests, owners, and the date of the next monthly reconciliation between the report and its sources.
Passionate about paid media, technology, AI, and automation. At Agencify, we develop a platform that centralizes Google Ads and Meta Ads campaign management, enables teams to create and publish campaigns at scale, monitor results, and automate reporting, reducing repetitive agency work.
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