SlackThe check has five steps. Do them in order at the same time each day, write one line per step, and stop for a full review only when a step finds something real.
The five steps
- First, minute one: spend against the daily plan. Is the account on pace, far over, or stopped?
- Second, minute two: store orders and revenue against yesterday and against the same weekday last week.
- Third, minute three: tracking health. Is the purchase event recording, and do store and analytics totals roughly agree?
- Fourth, minute four: the change log. What changed in the last 24 hours, and was each change approved?
- Fifth, minute five: one question. Which campaign or product moved most, and was that movement expected?
What to do with the result
- Nothing moved: write 'normal' and move on.
- A small move: note it and check again tomorrow.
- A large move with a clear cause: open the weekly review item for it.
- A large move with no cause: stop making spend changes and follow the what to do when MER drops steps.
Made-up scenario: at 10:00 on a Monday, spend was 40 percent above plan and orders were flat. The change log showed a budget raised on Sunday with no approval. The budget went back to plan, the change was logged as unapproved, and the client was told the same day.
