1. Define the question and the period
Choose one decision: which creative to revise, whether a campaign is within a cost ceiling, or why a defined period changed. Supply a complete date range, time zone, currency, attribution window, conversion event, and spend limits. Include an earlier comparison period with matching definitions.
2. Assemble the source data
Use authorized exports or configured read access from your advertising and store systems. Retain campaign/ad identifiers, spend, impressions, clicks, conversions, revenue, and creative references where available. Remove customer personal data. Mark missing fields and partial periods instead of asking an agent to estimate them without evidence.
3. Pick the analysis layer
Motion is a candidate for visual creative analysis and briefs. Triple Whale Moby is a candidate for connected business and marketing questions. Madgicx advertises account audit and automation workflows; Birch supports analysis-driven rules and AI/MCP access. Network reporting and campaign execution support must be checked separately on the selected plan.
4. Demand a reviewable report
Ask for a compact table of observations with the source, definition, and time range beside each metric. Require a separate list of hypotheses and missing information. Review small samples, attribution differences, creative fatigue, seasonality, stock changes, and promotions. A fluent explanation does not establish why the result happened.
- Reconcile spend and conversion totals with the original export.
- Keep observed results separate from predicted effects.
- Include contribution margin and returns when interpreting attributed revenue.
- Do not treat a vendor creative score as realized performance.
5. Convert one finding into a bounded test
Choose a single creative variable or a defined campaign adjustment. Record the hypothesis, responsible reviewer, budget ceiling, observation period, and stop/rollback criteria. Start with a report; live changes require the separately reviewed permissions and action. This guide prepares an evaluation and does not execute or validate a paid campaign.
