What should we check in our ad campaigns each day?
A daily campaign check should prioritize unexpected spend, delivery interruptions, account alerts, broken destinations, and changes in conversion signals. Compare activity with the approved plan and recent context rather than judging performance from one day's results alone. New launches and high-risk campaigns may need closer monitoring than stable, lower-risk activity.
Key facts
- Check operational failures before interpreting performance trends.
- Conversion delays and reporting lag can distort a single day's results.
- Automated alerts support oversight but do not replace accountable review.
Check spend and delivery
Look for overpacing, underdelivery, rejected ads, billing issues, unexpected geography or placements, and campaigns that stopped serving. Compare account totals with the intended allocation and confirm that scheduled launches and pauses happened.
Check the customer path and signals
Review destination availability and unusual changes in leads or sales. When something looks wrong, inspect forms, checkout, tracking, consent behavior, and downstream records using an approved test procedure. Do not create real charges or unwanted leads just to check an event.
Separate alerts from conclusions
Note promotions, stock changes, holidays, outages, and reporting delays that could explain movement. Escalate material defects promptly, but evaluate normal performance variation over a suitable evidence window before making broad changes.
Frequently asked questions
Should every metric be reviewed daily?
No. Prioritize delivery, spend, and material anomalies. Less frequent business outcomes may require a longer review window to be useful.
Can we automate daily checks?
Some checks and alerts can be automated. Validate their coverage and assign a person to investigate alerts and approve consequential actions.
Does a day without conversions mean the campaign is broken?
Not necessarily. Consider expected conversion volume, conversion delay, spend, and whether the customer path and measurement still work.