The playbook
Display Advertising: Review Process
A useful display advertising review ends with a supported decision for each item examined. Define the evidence required before opening the report: placement, asset, offer, quality review. These fields give reviewers a shared basis for agreeing what is working, what needs attention, and who should act.
Put the task in context
Review where ads run as well as how many impressions they receive. Check mobile readability, accidental-click risk, and post-click behavior. Use placement and audience feedback to decide whether the campaign is reaching a relevant context.
Set the review boundary
Choose the records or journeys that matter to the current question. Include a normal case, a recently changed case, and an exception where available. This is a diagnostic sample, not a claim that every item has been checked. Record how the sample was selected and what would justify expanding it.
Use explicit review criteria
| Criterion | Review question |
|---|---|
| Define the campaign's audience and role | Is the supporting placement current and traceable? |
| Create clear assets for supported sizes | Does asset support the decision being made? |
| Review placement quality and meaningful post-click outcomes | Can the next owner verify quality review? |
Inspect the evidence before assigning a result
For each item, compare the intended behavior with the observed behavior. Pay particular attention to buying broad impressions without checking where ads appear. If it appears, record where it occurs and which assumption it contradicts. Distinguish a verified defect from an unanswered question and from a preference about how the work should look.
Where the evidence supports the known correction, review placement relevance exclusions and downstream quality. Give that action to an accountable owner with a description of the expected result. If you cannot yet identify the cause, assign a diagnostic action rather than prescribing a speculative repair.
Record a decision that can be acted on
| Decision | When to use it |
|---|---|
| Keep | The current state serves the intended task and the evidence is adequate. |
| Revise | A specific gap is confirmed and the proposed action addresses it. |
| Investigate | Important information is missing or conflicting. |
| Retire or combine | The item has no distinct useful purpose in the current scope. |
Verify corrections and expand selectively
Recheck the affected campaign or conversion record after the owner completes the action. Then inspect other items sharing the relevant cause. A shared template, process rule, or data source may justify expanding the review. Similar wording or appearance alone is a weaker reason.
Turn the review into a decision summary
Summarize the affected scope, confirmed findings, actions, and open questions. Connect the findings to qualified visits from approved placements using the same definition as the baseline. A good summary lets the responsible person decide what happens next without reading every working note.
Keep advertising spend, platform-reported conversions, and confirmed business outcomes distinct. Different platforms may claim credit for the same sale. A combined report needs reconciliation or a clear explanation that figures cannot be added.
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