<b>SOP: Post-mortem a killed campaign</b>

<b>SOP: Post-mortem a killed campaign</b>
Run this within 48 hours of pausing any campaign that spent over your test budget.

<b>Stage 1 — Facts, not blame</b>
— ☐ Total spend, conversions, and final CPA recorded (Owner: buyer)
— ☐ Timeline of every major change pulled from the change log (Owner: buyer)

<b>Stage 2 — Diagnose</b>
— ☐ Pinpoint the single biggest cause of failure (Owner: buyer)
— ☐ Separate offer problems from execution problems (Owner: buyer)
— ☐ Note what you'd test differently, specifically (Owner: buyer)

<b>Stage 3 — Bank the lesson</b>
— ☐ One reusable insight added to the playbook (Owner: buyer)
— ☐ Angle tagged so it isn't blindly retested in 30 days (Owner: ops)

<b>Owner:</b> Media buyer
<b>Trigger:</b> Campaign killed after exceeding test budget
<b>Done-when:</b> One reusable lesson is in the playbook with the numbers behind it.

A loss you don't analyze is a loss you'll buy again. Save this. Run it every time.