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Lesson 03 / Check the facts

A change in the numbers is not the reason.

A percentage moved. That tells you what changed, not why. Before deciding what to do, check that the information is current, compare the same kind of periods, and look for changes around it.

Pause before you decide

Comparing the numbers and the surrounding details keeps the first plausible explanation from becoming the team's decision. Keep what you saw separate from what you think may have caused it.

CURRENTIs the information complete and up to date?
FAIR COMPARISONAre the dates, definitions, and time zone the same?
SURROUNDING DETAILSDid price, stock, product listing, or campaign setup change?
SHOW YOUR WORKCan another teammate follow the facts?

What to inspect after a surprising result

  1. Make sure both periods use the same dates, time zone, currency, and definition.
  2. Check whether the information is still being updated.
  3. Look at the campaign, target, product, and current setup.
  4. Look for changes to budgets, bids, targeting, price, or stock.
  5. Write down what you still do not know before giving advice.
Useful answer

Say what happened, possible reasons, what is still unknown, and the next check. Do not hide uncertainty inside a smooth summary.

Quick check

What should you do after a surprising advertising result?

Primary source: Amazon Ads documentation. Use it when you need the official meaning of an advertising number or feature.