Week three, Monday, 09:00. Click-through has slid for three straight weeks — and the room has four different fixes.
Change it — or stop it?
Four levers. Only one is broken.
The review: three weeks into the launch campaign, click-through has fallen thirty-one percent across three weeks. Reach is on plan with frequency past six, and visitors who arrive still convert at the normal rate. Change it — or stop it?
The map: the week-three trigger links to six readings — reach and frequency, the click-through slide, conversion, audience match, remaining budget and channel spread — and four levers: new audience, new message, move budget, stop. One graph resolves them together.
03 · The playbook
How your sharpest marketer thinks, written down.
This is how your sharpest marketer already thinks. Written into the decision, it runs on the Monday the numbers turn — not the Monday after.
04 · The call
Before next Monday's review.
Keep the audience — it converts on arrival.
Swap the lead creative — this is fatigue, not a bad message.
Move 30% of remaining budget to the climbing channel.
Set the stop-rule now: cost per order under target within 14 days, or stop.
redirected, not killed
The call, confidence 84: keep the audience, swap the fatigued lead creative, move thirty percent of remaining budget to the climbing channel, and set a fourteen-day stop-rule. Resolved — redirected, not killed.
05 · After the call
The decision leaves the review.
Brand team ships the replacement creative.
Media buyer moves 30% of remaining budget to the climbing channel.
Marketing lead runs the stop-rule review: cost per order under target, or it stops.
The fatigue threshold updates for every future campaign. Learned: this audience fatigues at frequency 6 — rotate creative at 5.
Illustrative follow-through · scenario data
Is this your decision — or close to it?