If nobody has audited your tracking by week two, you are paying for activity rather than outcomes.
The first quarter of an engagement predicts the rest of it. Here is what should happen, and what it means if it does not.
Days 1–14: measurement and truth
Tracking audit, conversion definitions, revenue reconciliation between platforms and your source of truth. Every number reported later depends on this being right.
Days 15–45: structural rebuild
Account and funnel restructure, creative production ramp, landing page fixes on the highest-traffic paths. Expect a short performance dip while learning phases reset — a good partner tells you that before it happens.
Days 46–90: compounding
Testing cadence established, winners scaled, a documented roadmap for the next quarter with named owners and dates.
Red flags
No named strategist. Reports full of impressions and clicks. A refusal to share the account or dashboard. Monthly calls that recap activity without a decision at the end.
Working on something like this? Book a free audit and we will look at your account directly.