Runbook

A runbook is a written, step-by-step procedure for a recurring or urgent task, such as a daily account check, a tracking fix or a launch. It is written so that a competent person can follow it without asking the author, which turns personal know-how into a repeatable process.

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Definition

A runbook is a written, step-by-step procedure for a recurring or urgent task, such as a daily account check, a tracking fix or a launch. It is written so that a competent person can follow it without asking the author, which turns personal know-how into a repeatable process.

Example with made-up numbers. Made-up scenario: a runbook for a daily account check has five steps: compare spend with the pacing target, look for disapproved ads, check the count of tracked events, write the result in the log, and flag anything over the agreed threshold. A new team member follows it on a test account and finds that one step does not say where the threshold is written, so the runbook is updated.

How to use it

A runbook states its purpose, who may run it, the inputs it needs, and each step in order with the result to expect. Each step should have a check, and the runbook should say what to do when a check fails. Mark the steps that change live accounts, so they go through the approval and change window rules first. Say whether a step can be run twice safely.

Test the runbook by having someone who did not write it follow it on a test account or on a quiet day. Note every place where they had to guess, and fix the text. Review each runbook when a tool or a process changes, and put the date of the last review at the top, so the team knows whether the steps can still be trusted.

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