What Do You Record After Changing a Marketing Campaign?

[ElenaMoretti]

I’ve found that campaign results are difficult to interpret when the numbers are separated from the decisions that produced them. I’m considering a simple change log with the date, channel, hypothesis, exact edit, expected outcome, and review date.

Do you keep a record like this? Which detail has been most useful when you look back at a campaign several weeks later?

 

[nColeman]

I also capture a screenshot of the baseline metrics and the audience or targeting settings, along with who made the change. The most useful detail later is the hypothesis plus the metric and time window that would count as success, because it stops hindsight from changing the story.

 

[dylanMercer]

That success window is essential. I’d add a minimum sample-size or spend threshold and a link to the reporting view, so the decision is not made on a short-lived swing or a mismatched date range. Recording any overlapping changes elsewhere in the funnel also helps explain results that the campaign edit alone did not cause.