SOP: Tracking is down — incident runbook

SOP: Tracking is down — incident runbook
Run this the moment conversions flatline but spend keeps climbing.

Stage 1 — Stop the bleed (first 5 min)
— ☐ Pause spend on affected campaigns, don't wait for diagnosis (Owner: on-call buyer)
— ☐ Note timestamp conversions went to zero (Owner: on-call buyer)

Stage 2 — Isolate (next 15 min)
— ☐ Test the tracking link manually, watch for the click hit (Owner: ops)
— ☐ Check if pixel/postback fires — narrow to platform, tracker, or offer (Owner: ops)
— ☐ Confirm whether it's one offer or all (Owner: ops)

Stage 3 — Restore + record
— ☐ Apply fix, verify one live conversion attributes (Owner: ops)
— ☐ Resume spend only after the test passes (Owner: buyer)
— ☐ Log root cause and time-to-recovery (Owner: ops)

Owner: On-call ops
Trigger: Conversions = 0 while spend > 0
Done-when: A fresh conversion attributes correctly and spend is back on.

Save this. Run it every time.