Keep targets honest. Everything is judged against your Target CPA - review it quarterly and after any pricing or margin change. A wrong target makes every verdict wrong.
Don't bulk-apply blind. Read each card's reason and before/after. The daily throttle protects you from volume, not from a bad target.
Respect the learning period. Judge a change after its cooldown, not during it - mid-learning noise is expected, and reverting during it wastes the stabilisation you've paid for.
Reds, then greens, then yellows. Pause and Review are leaks; Scale is opportunity; Change and Adjust are improvements. Triage in that order.
Use reconciliation before asking for more budget. "Same spend, better results" is the easiest client conversation there is.
Match the profile to the client. Conservative for tight-margin or nervous clients, Aggressive for growth-mode accounts - and override individual rules where a client needs exceptions.
Treat brand campaigns thoughtfully. Brand traffic converts at an unrepresentative CPA; the engine flags brand campaigns so their numbers don't mislead account-level judgements - keep your brand terms current in Clicc.
Let Hold be the goal. A mature account trends toward mostly-Hold runs. That's not the tool going quiet - that's the account being right.
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Move budget from losers to winners - as one reviewed plan.
Reverting a change
Every applied change has a road back.
