<b>SOP: Weekly account review</b>

<b>SOP: Weekly account review</b>
Run this every Monday before you touch a single bid.

<b>Stage 1 — Pull</b>
— ☐ Last 7 days vs prior 7 days: spend, CPA, ROAS (Owner: buyer)
— ☐ Flag any metric that moved more than 15% (Owner: buyer)

<b>Stage 2 — Read</b>
— ☐ Top 3 winners and bottom 3 losers by ROAS listed (Owner: buyer)
— ☐ For each loser, one cause hypothesized (creative, audience, tracking, landing) (Owner: buyer)
— ☐ Pacing checked against monthly budget, over/under noted (Owner: buyer)

<b>Stage 3 — Decide</b>
— ☐ One scale action, one fix action, one test queued (Owner: buyer)
— ☐ Decisions logged with the number that triggered them (Owner: buyer)

<b>Owner:</b> Media buyer
<b>Trigger:</b> Monday, start of week
<b>Done-when:</b> Three actions are written down with the data that justifies each.

A review with no decisions is just a report. Save this. Run it every time.