The 20-minute campaign post-mortem (run it or repeat the mistakes)

The 20-minute campaign post-mortem (run it or repeat the mistakes)

A campaign with no post-mortem is a lesson you paid for and threw away. Same five questions, every time.

The fixed agenda:
— Numbers: total clicks, conversions, EPC, ROAS vs. the target you set
— Best partner and why (creative? audience? placement?) — name the repeatable factor
— Worst partner and why — was it reach, fit, or execution?
— Process breaks: what was late, what link broke, which disclosure got missed?
— One thing to systematize: turn this campaign's biggest fire into next campaign's checklist item

The rule that makes it compound:
Every post-mortem must produce at least one new line in your standard SOP or brief template. If nothing changed, you didn't actually learn.

The artifact:
One short doc, filed by campaign name and date, linked from the master tracker.

Definition of done: numbers logged, best/worst diagnosed, process breaks listed, one SOP update committed. Next campaign starts smarter than this one ended.