SOP: Responding to a broken postback

SOP: Responding to a broken postback

Run this the moment conversions flatline but spend keeps climbing.

Stage 1 — Confirm it's real
☐ Check the ad platform still shows clicks landing (Owner: on-call buyer)
☐ Fire a manual test conversion and watch for the postback
☐ Rule out a normal lull by comparing to last week's same hour

Stage 2 — Contain
☐ Pause spend on affected campaigns immediately
☐ Note the exact timestamp conversions stopped
☐ Tell the AM you may need a click-ID re-credit

Stage 3 — Fix and verify
☐ Test the postback URL with a known click ID by hand
☐ Resume one campaign and confirm a live conversion lands
☐ Write a two-line incident note: cause, downtime, fix

Owner: on-call media buyer. Trigger: conversions flat while spend rises. Done-when: a live test conversion lands again and the incident note is written.

Save this. Run it every time.