What actually happens
A bad week prompts three changes. The following week is unreadable because the account is learning. That week looks bad too, so three more changes follow. The account never stabilises, and every decision is now based on data produced during the previous disruption.
The discipline
- One significant change at a time.
- Wait long enough to read the result — usually two weeks, sometimes more.
- Write down what you changed and why, so the next person (or you, in a month) can tell.
What is safe to do continuously
Negatives, budget shifts between proven campaigns, pausing disapproved or bleeding products. These do not restart learning in any meaningful way. More on the learning phase.