# Review list

Account Northwind Candles (synthetic) · window 2026-08-16 to 2026-09-14 · currency GBP
Nothing here is paste-ready. Every line is a review candidate with its evidence; approve before changing the account.

- CONV-001 Add to cart: name suggests a micro-conversion and it is set to Primary. Proposed: review the action definition and goal usage before changing its optimization setting.
- CONV-002 Phone call (under 30s): name suggests a micro-conversion and it is set to Primary. Proposed: review the action definition and goal usage before changing its optimization setting.
- QUERY-003 candle making kit in Generic - Search: spent 388.7 GBP, 0 recorded conversions in the window. Proposed: check intent, measurement and conversion lag before approving an exact-match negative in this campaign.
- QUERY-004 candle jobs near me in Generic - Search: spent 142.2 GBP, 0 recorded conversions in the window. Proposed: check intent, measurement and conversion lag before approving an exact-match negative in this campaign.
- QUERY-005 how to make soy candles at home in Generic - Search: spent 127.9 GBP, 0 recorded conversions in the window. Proposed: check intent, measurement and conversion lag before approving an exact-match negative in this campaign.
- QUERY-006 yankee candle outlet in Generic - Search: spent 119.5 GBP, 0 recorded conversions in the window. Proposed: check intent, measurement and conversion lag before approving an exact-match negative in this campaign.
- QUERY-007 wax melts bulk in Generic - Search: spent 96.4 GBP, 0 recorded conversions in the window. Proposed: check intent, measurement and conversion lag before approving an exact-match negative in this campaign.
- QUERY-008 birthday candles in Shopping - All products: spent 88.6 GBP, 0 recorded conversions in the window. Proposed: check intent, measurement and conversion lag before approving an exact-match negative in this campaign.
- QUERY-009 free candle samples in Generic - Search: spent 71.3 GBP, 0 recorded conversions in the window. Proposed: check intent, measurement and conversion lag before approving an exact-match negative in this campaign.
- BRAND-010 brand queries in Shopping/PMax: 434.6 GBP attributed across 2 query rows. Proposed: review campaign roles and run an incrementality test before changing brand coverage.
- SILENT-011 campaign Display - Prospecting: 640.5 GBP with 0 recorded conversions (0.083 of the report's cost). Proposed: report the window and conversion lag, then review before proposing a pause.
- SILENT-012 product NW-401: 396.1 GBP with 0 recorded conversions (0.152 of the report's cost). Proposed: report the window and conversion lag, then review before proposing a pause.

## Not measured
- conversion configuration: campaign goal usage
- conversion configuration: custom-goal membership
- conversion configuration: conversion definitions
- conversion configuration: configured call duration
- search terms: account-level brand/non-brand split (hidden terms, campaign types, goal differences)
- brand activity: incrementality of brand coverage (requires a test)
- repeat buyers: audience names alone do not identify purchasers or prospecting spend; provide verified list definitions, campaign purpose and non-overlapping reporting before calculating this check