Begin with the decision and constraints
I start by separating the business goal from the event visible in the report. Record the market, traffic source, conversion definition, budget boundary and approval owner. A Media Buyer needs to know which changes are permitted and which require review before interpreting a dashboard.
Check tracking before interpreting performance
When the network, tracker and downstream records disagree, compare the same time zone, dates and event population. Follow the click identifier through the S2S path, event mapping and outbound request. HTTP 200 confirms an HTTP response; it is not commercial approval of a conversion. Test tracking through an isolated, documented path, without sending fake FTD events into live optimization.
Choose a comparison that answers one question
Separate placement decisions from creative and landing-page tests. Changing both creative and lander at once makes their individual effects unclear. Keep a control, define the outcome and budget cap, and allow cohorts and approval statuses to mature. If evidence is insufficient, holding or investigating is a legitimate result.
Trace the path when clicks do not become registrations
Check that the page and next-step link work, then compare click, visit and registration definitions. A gap can involve loading, redirects, event capture, audience fit or the message-to-page match. Investigate the evidence before assuming that one of those explanations is the cause.
Verify changes and keep an audit trail
Record the requested change, the approval boundary and the state read back from the destination. A successful-looking request is not enough if the setting did not persist. My current Worker-first project explores this workflow with Claude-assisted implementation, limited live actions and most optimization still in shadow mode.
Keep the conclusion proportional to the evidence
Reported, approved and paid outcomes are different. Deposit value is not revenue, and attribution is not proof of incremental lift. The linked work distinguishes real project reports, method demonstrations and fictional examples. I do not present a proposed workflow as a completed client result.