Begin with the brief
Find out what the organisation is trying to achieve, which audience it serves and what happens after someone clicks. A specialist needs a usable definition of success before recommending an account change.
Ask who approves budgets, who owns the landing page and how customer quality is assessed. These responsibilities often sit with different people.
Make the evidence usable
Check time periods, conversion definitions and reporting delays. Separate a genuine change in customer behaviour from a change in tracking or attribution. A screenshot without context is not enough for a decision.
Propose one coherent change
A focused proposal explains the signal, a possible cause and a way to check it. Changing targeting, creative and the page together may make the outcome harder to interpret.
Use the change brief to document the next investigation. It does not authorise changes to a live account.
Review and communicate
Choose a review window that fits traffic and conversion delay. Check whether the original question was answered, whether the measurement remained reliable and what needs further investigation.
A clear handover records the decision, owner, date and unresolved questions. Explain uncertainty without hiding behind platform terminology.