A weekly review with consistent comparisons and three prioritized decisions.
Set the comparison first
Choose a reporting period, comparison period, revenue definition and attribution settings before discussing performance. Note promotions, stockouts, tracking changes and unusual trading days that affect the comparison.
Start with business totals, then examine channels and campaigns. Platform-reported revenue and attributed revenue can differ because their definitions and attribution rules differ. Record the difference before drawing a conclusion.
Follow the change through the journey
If revenue changed, examine traffic, conversion, order value and new versus returning customer behavior. Use these as diagnostic starting points, not as independent proof of a cause.
- What changed in the business result?
- Which customer group, product or channel contributed?
- Was there a corresponding change in spend, creative, offer or availability?
- What evidence would confirm or challenge our explanation?
End with a decision record
Choose a small number of actions. For each one, record the observation, hypothesis, proposed change, owner and review date. A decision to wait for more data is valid when it has a reason and a clear next check.
Bring last week's decisions into the next review so learning accumulates. Use a consistent report or Canvas list to keep the reasoning with the result.
Your next steps
Use this checklist as you work through the guide.