Governance prevents signal drift
Accounts degrade when new actions are added without policy. Event volume increases, but bidding learns weaker behavior.
Define primary eligibility criteria once, then enforce them through operational checks.
Primary versus secondary policy
- Primary: only actions sales considers meaningful lead outcomes
- Secondary: engagement and assist events for diagnosis
- No ambiguous middle states in active bidding campaigns
Naming and ownership standards
Use clear naming that encodes source and intent so future operators can audit quickly. Ambiguous names make quality control slower and riskier.
Assign one owner for conversion action changes and one reviewer for QA signoff.
Change governance loop
- Propose action changes with rationale and expected impact
- QA each change with test submissions and dedupe checks
- Monitor Ads-to-CRM alignment before marking complete
- Log every action-state change in a shared changelog
