The gaps below are deliberate. If a topic is listed here as out of scope, there is no missing page to go and find.
The split
The pattern repeats: this knowledge base records the decision and the name. The platform holds the execution.
Where the boundary falls in practice
Each row below is a topic our briefs and checklists refer to without explaining. The middle column is all this framework asks of you. The right column is who makes the call.The other line: core versus business model
The split above is about scope. There is a second line worth knowing, because it explains why a page can be present and still not fit you. Most of this framework is business-model neutral: naming, tracking, briefs, approvals, experiments, and the libraries all work the same whether you sell a $40 product or a $40,000 contract. The reporting layer is not neutral, and it cannot be. A business whose revenue arrives the same week as the spend needs a different schema from one whose deals close two quarters later.
The framework ships an ecommerce default because it is the simpler case, and a sales-led extension on top of it. Where you are sales-led, four things change, and the sales-led starter pack lists them in one place.
If something in the reporting layer does not fit your business, check that list before assuming the page is wrong or missing. If your model is neither ecommerce nor sales-led, marketplace and usage-based businesses being the common third and fourth cases, the extension point is which columns your business needs and the pattern to copy is the sales-led pack.
Why the boundary sits here
Two reasons, and both are practical rather than principled. Platform mechanics go stale. A page explaining how to install a conversion tag is wrong within a year, and a wrong internal page is worse than no page, because people trust it. Every platform detail this knowledge base does carry, campaign types, bid strategy names, creative specs, is dated on the page and reviewed against the platform. Judgement does not compress into a checklist. Which keywords to add, when to move off a maximize strategy, whether a weak ad strength is acceptable: those depend on live data that only the person watching the account can see. A framework that pretended to answer them would be overridden in week two and ignored from then on. What survives is the layer above: the decision was made deliberately, it was written down before spend started, and the result can be found later.What to do when you hit the edge
1
Check whether a decision is being made
If the answer changes what the campaign is optimizing toward, what it spends, or what it is called, it belongs in the brief. If it changes how a briefed value gets delivered, it does not.
2
Record the decision, not the click path
“Exact and phrase only, broad off until CPA is stable” is a decision. “Open the keyword planner and click Add” is a click path, and it belongs in the platform’s own documentation.
3
Add a best practice if the answer keeps recurring
A choice your team keeps making the same way is a candidate for a best practice page, which records the default without pretending to be a tutorial.
4
Raise it if the boundary is wrong
The split above is a decision, not a law. If a gap is costing your team real time every campaign, it can move.
Related resources
- Get started The eight setup stages, in order.
- Setup checklist Track your progress through them.
- Make a campaign The most common task once setup is done.
- Campaign structure best practices The defaults that sit just inside the line.
- Glossary Every term used across these documents.
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