The playbook
Paid Media Reporting: Review Process
A useful paid media reporting review ends with a supported decision for each item examined. Define the evidence required before opening the report: channel, spend, conversion basis, decision. These fields give reviewers a shared basis for agreeing what is working, what needs attention, and who should act.
Put the task in context
Show spend, valid leads, qualified opportunities, and confirmed customers with compatible definitions. Keep platform attribution separate from reconciled business totals. Explain the decision the data supports, such as repairing a landing journey or testing a new offer.
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 |
|---|---|
| Use consistent cost conversion and attribution definitions | Is the supporting channel current and traceable? |
| Separate channel-reported results from reconciled business records | Does spend support the decision being made? |
| Recommend a specific next decision with supporting evidence | Can the next owner verify decision? |
Inspect the evidence before assigning a result
For each item, compare the intended behavior with the observed behavior. Pay particular attention to adding platform conversions together when they claim the same customer. 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, reconcile duplicates or clearly label nonadditive reporting. 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 reconciled qualified acquisition outcomes using the same definition as the baseline. A good summary lets the responsible person decide what happens next without reading every working note.
Choose an observation period that reflects the buying process. Immediate clicks, later inquiries, and completed sales happen at different times. Keep the attribution window and any incomplete outcomes visible when comparing campaigns.
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