A weekly review is not a report about “what happened.” It’s a meeting after which it becomes clear what to scale, what to stop, and what to test next week. If no concrete decisions come out of the review — it was just another meeting. ⏱️ Optimal format: 30–45 minutes, one page of metrics. One dashboard/table with the same metrics every week. No “let’s also look over here.” 🧠 Structure of the Review (by blocks): 📌 Weekly Outcome (5 min) What increased/decreased and why it matters. 3–5 lines: conclusions without scrolling through endless tables. 📊 Funnel and Money (10 min) Traffic → leads/registrations → sales/revenue. Look not only at CPL/CPA but also quality: stage-to-stage conversion, CAC/ROAS (if available), changes by source. 🎯 What Worked (5–10 min) Top 2 creatives/offers/channels of the week — and briefly why we think so. Not “we feel,” but 1–2 facts: CTR/CR/CPA/lead quality. 🛑 What Didn’t Work (5–10 min) What we stop or rework. Important: not “it was bad,” but “based on what criteria we’re stopping it.” 📜 Test Plan for Next Week (10 min) Maximum 3–5 tests. For each: hypothesis → what we change → success metric → owner → deadline. 🧾 Decision Log (2 min) At the end — a short list: Scale / Pause / Fix / Test. 🧩 Ready “Decisions” Template After the Review 🚀 Scale: … (what exactly and by how much) 🛑 Pause: … (what we turn off and why) 🔧 Fix: … (what we improve in the landing/offer/process) 🧪 Tests: … (3–5 points, owners, deadlines) If your weekly review ends with clear “scale/pause/tests,” marketing stops being guesswork and becomes a manageable system.