Freelancers

Bring the rationale to your next client review.

Keep each client’s account context and analysis in its project. Use the findings to develop recommendations and explain the proposed work.

Illustrative example · fictional account

Account context: Retargeting campaign · purchase objective · $40 CPA target
Observation: Frequency rose while click-through rate fell over two comparable periods.
Proposed test: Keep the offer and audience stable. Test a new opening and compare results before changing the budget.

Use the account’s reporting period and conversion data to decide whether this test fits.

Prepare the discussion

Review the observations, account targets and assumptions before the client meeting.

Turn agreed priorities into tasks and keep the analysis available as the work progresses.