Days 7-10
Module 4: The 7-Day Rule
This is the most important evaluation framework you'll use.
Always Use the Last 7 Days
- ✗Maximum can be misleading — a campaign might have performed well early but is now fizzling
- ✗Today is too small a sample
- ✓Last 7 days tells you how a campaign is performing right now
How to Analyze
- Set date range to Last 7 Days
- Extend to include today manually (check if leads came in today)
- If the 7-day data looks borderline, narrow to the last 3-4 days to see the trend direction
- Use Breakdown > Time > Day for a day-by-day view
Interpreting the Trend
?
7-day CPL is high but last 3-4 days are improving — give it another day
✗
7-day CPL is high AND last 3-4 days are worsening — pause it
!
7-day CPL is fine but last 3 days show zero leads — early warning sign, monitor closely
✓
7-day CPL is rough but last 3 days are picking up — campaign may be gaining momentum, keep it
Don't Make Snap Decisions
Campaigns fluctuate day to day. A campaign can have a bad day and bounce back. The longer a campaign has been performing well, the more patience you can give it during a dip.
Videos
Always watch the last 7 days for campaign performance
Don't make changes to campaigns that are performing