<!-- SPDX-License-Identifier: MIT -->
<!-- SPDX-FileCopyrightText: 2025-2026 Marcus Quinn -->

# Weekly Review Checklist

> Every week (Monday), run through this checklist to keep campaigns healthy. ~30-60 min.

## Step 1: Performance Overview (10 min)

| Metric | This Week | Last Week | Trend |
|--------|-----------|-----------|-------|
| Total Spend | $ | $ | ↑↓ |
| Total Results | | | ↑↓ |
| CPA/CPL | $ | $ | ↑↓ |
| ROAS | x | x | ↑↓ |
| CTR | % | % | ↑↓ |
| CPM | $ | $ | ↑↓ |

- [ ] Hit targets this week?
- [ ] CPA trending up or down?
- [ ] Dramatic changes from last week — what drove them?

## Step 2: Campaign Health Check (10 min)

**Testing (ABO):** winning ad sets? kill candidates? ready to graduate to scale? enough new creative?

**Scale (CBO):** CPA at/below target? room to increase budget? ad sets not getting spend? creative fatigue?

**Retargeting:** frequency <5? CPA reasonable? audiences being refreshed?

## Step 3: Creative Analysis (10 min)

**Top performers:** what's winning and why (hook/format/message)? iterations possible?

**Underperformers:** what to pause? lesson learned?

**Fatigue:** frequency >3? declining CTR? how long have top ads been running?

**Pipeline:** new creative in production? angles to test next week? ETA?

## Step 4: Audience Analysis (5 min)

- [ ] Best/worst performing audiences — expand or narrow?
- [ ] Audiences competing with each other? Exclusions still appropriate?
- [ ] Retargeting pool growing or shrinking?

## Step 5: Budget Decisions (5 min)

| Action | Campaign/Ad Set | Current | New | Reason |
|--------|-----------------|---------|-----|--------|
| Increase | | $ | $ | |
| Decrease | | $ | $ | |
| Pause | | — | — | |

## Step 6: Action Items (5 min)

**Must do:** _________________________________ / _________________________________ / _________________________________

**Should do:** _________________________________ / _________________________________

**Test ideas:** _________________________________ / _________________________________

## Step 7: Documentation (5 min)

- [ ] Metrics logged, budget changes documented, creative winners/losers noted, key learnings captured

---

## Decision Triggers

| Trigger | Condition |
|---------|-----------|
| **Kill** ad/ad set | CPA >1.5x target after 50+ conversions; CTR <0.5% after 2k impressions; no conversions after 2x CPA spend; frequency >4 with declining performance |
| **Scale** | CPA <target 5+ consecutive days; creative not fatigued; business can handle volume |
| **Pause campaign** | CPA >2x target sustained; external factors (inventory/capacity); seasonal pause |
| **New creative** | Top creative running 3+ weeks; frequency >3 on prospecting; CTR declining 20%+ WoW |
