Open the CSV in Excel, or import it into Google Sheets and choose comma-separated values. Save your working copy in a controlled location. The CSV contains the rows below and space for your notes; it has no macros, formulas or live account connection.
How to use the template
Freeze a reporting scope
Choose a mature period and write the account, currency and outcome definitions at the top of your working copy. Save links to reports in a controlled folder. A screenshot without its date range or conversion scope is weak evidence for a budget decision.
Inspect measurement before efficiency
Review campaign goals and event integrity before interpreting CPA or ROAS. Google distinguishes primary and secondary actions, and custom goals can use secondary actions for bidding. Record the actual campaign configuration instead of assuming an account-level label describes every campaign.
Triage by consequence
Use status values such as not reviewed, evidence missing, action proposed and verified. A broken destination or duplicated purchase event deserves different urgency from an ad-copy experiment. Add an owner and verification step to each proposed fix; do not convert every observation into an immediate account edit.
Close the loop
After an approved change, record the configuration readback and when outcomes can reasonably be evaluated. Keep technical completion separate from performance results. Fixing a form can restore a path without proving that a subsequent revenue increase was caused by the fix.
Preview the worksheet
Every row shown here is included in the download. Scroll the table horizontally on a small screen.
| Area | Check | Evidence to record |
|---|---|---|
| Scope | Define the account, currency, time zone and mature reporting dates | Account reference; reporting window; conversion lag allowance |
| Business outcome | Write the purchase or qualified-lead definition | Business definition; CRM or order-system source |
| Conversion goals | Inspect the goals actually selected by each campaign | Campaign goal; primary and secondary actions; custom goals |
| Event integrity | Check whether one real outcome is counted more than once | Authorized test receipt; transaction or event matching rule |
| Value | Reconcile conversion value, currency and refund handling | Platform totals and compatible business totals |
| Search intent | Review search terms by business relevance | Representative query groups; spend; mature outcomes |
| Exclusions | Inspect negatives and exclusions for accidental blocking | Shared lists; campaign negatives; rejected-intent examples |
| Brand | Separate brand demand from prospecting in the analysis | Brand term definition; campaign scope; overlap notes |
| Location | Check targeting settings against serviceable areas | Eligible regions; location setting; out-of-area lead evidence |
| Budget | Compare spend pace with the approved period allowance | Budget; elapsed days; spend; planned promotions |
| Bidding | Record strategy, target and recent changes | Change history; target; conversion maturity |
| Creative | Check ad claims, assets and destination alignment | Ad examples; offer terms; asset status |
| Landing page | Verify the actual destination and mobile next step | Final URL; load result; consent and form behavior |
| Lead quality | Compare mature lead cohorts with sales outcomes | Valid, qualified and won counts; review coverage |
| Experiments | List concurrent tests and overlapping changes | Experiment IDs; hypotheses; dates; allocation |
| Handover | Assign the highest-impact unresolved findings | Finding; evidence; owner; due date; verification step |
Worked review example
Illustrative finding: a lead campaign reports 140 conversions, but the selected goal includes both a contact-button click and an accepted inquiry. Sales has 38 accepted inquiries for a compatible period.
The next action is to reconcile event definitions and inspect goal selection, not to call 102 conversions fraudulent or immediately halve the budget. Record the campaign, actions, reporting windows and owner. Verify the intended configuration before judging later CPA.
What this template does and does not establish
This is a review worksheet, not an automatic account audit or a universal best-practice score. Some checks do not apply to every campaign type. Mark them not applicable with a reason; preserve evidence for decisions that affect spend.