Free PPC

Toolkit

Overview

Closes the loop between an action and an outcome. You describe what you changed, paste before/after data, and get a verdict (positive, negative, neutral, or inconclusive) with confidence scoring, attribution analysis, and a clear recommendation to keep, revert, or monitor longer. Built around causation-vs-correlation discipline and minimum-window requirements per change type.

What you give it

• Plain-English description of the change, the date it happened, and what it affected
• Before metrics: spend, conversions, CPA at minimum (impressions, clicks, CTR, CPC, ROAS if available)
• After metrics for the same length of window
• Window length and any other concurrent changes (budget shifts, new campaigns, seasonal events)
• Target CPA or ROAS so movement can be judged against goals

What you get back

• Verdict: POSITIVE, NEGATIVE, NEUTRAL, or INCONCLUSIVE
• Attribution confidence based on the change-interaction matrix
• Window adequacy check against the minimum required for that change type, including learning-period exclusions for Smart Bidding, PMAX, and creative changes
• Metric-by-metric breakdown using the conversion-first hierarchy (CPA/ROAS over CTR over impressions)
• Recommendation: keep, revert, or monitor, and for how long
• Flags when sample size is too small or confounders make a clean read impossible

How to use it

1. Pick one specific change (bid strategy switch, budget shift, paused campaign, ad copy change).
2. Pull a matched-length before-and-after window, 14 days is the recommended default.
3. Exclude the learning period for bid-strategy and creative changes from the “after” window.
4. List any other changes in the window so attribution can be scored honestly.
5. Act on the recommendation. If the verdict is inconclusive, give it more time and re-run.