Rollback

Definition

A rollback returns an account setting, asset or tracking item to the state it had before a change, after that change causes a problem. A good rollback plan is written before the change, so the team knows which old values to restore and in what order.

How to use it

Before a change, record the old values: budgets, bids, targeting, ad status, destination URLs and tracking tags. A rollback then copies those values back, which is faster and less error-prone than trying to remember them under pressure. State up front which changes can be reversed cleanly and which cannot, such as a deleted item or spend that has already been made.

After a rollback, check the live state the same way as the change. Read the settings back, compare them with the record, and confirm the problem has gone. Log the rollback with the time, the reason and the person who ran it. A rollback that is not logged leaves the next person guessing which version is live.