Change history
Operations & Governance
Hook Trace
Everything that changed, and what it did.
A single timeline of every change across ads, budgets, offers, site and decisions, with before-and-after measurement on each one.
Already a customer? Open Hook Trace in your workspace
- 2
- Working areas covered by Hook Trace
- Always on
- Guardrails checked against spend and platform health
- 1-to-1
- Your account manager reviews hook trace with you
- Answer 'what changed in performance?' in seconds, not hours.
- Prove which campaign changes actually worked and which did not.
- Keep a complete audit trail across external agencies and internal teams.
One timeline for every change
Changes are collected automatically from your ad platforms, the campaign calendar, Revenue Guard and the Decision Centre, then matched to the decision or offer behind them.
- Platform, human and automated changes in one feed
- Each change attributed to the person or decision behind it
- Anything unexplained comes back to you as a question
Cause and effect, measured
Every change gets a before-and-after read on the metrics it should have moved, so you can answer why performance shifted without guesswork.
- Before and after windows on spend, CTR, CVR and revenue
- Likely causes ranked by confidence for any swing
- Investigate a date and get a written explanation
The shift
What changes once Hook Trace is running
Same team, same accounts. The difference is that the decision is already measured before anyone opens a spreadsheet.
Before
- Targets, delivery and platform health are checked manually across separate tools.
- The team has to assemble the context behind hook trace by hand.
- Important changes are found late, after time or budget has already been lost.
With Hookology
- Owners see the same live priorities, guardrails and evidence in one operating rhythm.
- Answer 'what changed in performance?' in seconds, not hours.
- Prove which campaign changes actually worked and which did not.
- Keep a complete audit trail across external agencies and internal teams.
Somebody changed something. This is how you find out who, when and what it cost.
Inside the product
What Hook Trace looks like on live accounts
This walkthrough uses our Northwind Apparel demo account so you can see the screen fully populated. On your workspace the same view is built from your connected platforms, so the first session already reflects your own numbers.
- Answer 'what changed in performance?' in seconds, not hours.
- Prove which campaign changes actually worked and which did not.
- Keep a complete audit trail across external agencies and internal teams.
Change history / Hook Trace
Hook Trace
Northwind Apparel
Hook Trace
Northwind Apparel - last 28 days
One timeline for every change
LivePlatform, human and automated changes in one feed
WatchFri 06 - Tom Reeves
Each change attributed to the person or decision behind it
ApprovedThu 05 - Sarah Whitfield
Anything unexplained comes back to you as a question
ImprovingWed 04 - Amelia Wright
Revenue (28d)
£612,480
+4.1% vs prior
Blended ROAS
2.81x
Profit adjusted
Cause and effect, measured
Every change gets a before-and-after read on the metrics it should have moved, so you can answer why performance shifted without guesswork.
Recent activity
Auto loggedGoogle Ads
Meta
TikTok
How confidence works
Three evidence tiers, so nothing is stuck in 'needs data'
Every Hook Trace finding is labelled with how much evidence sits behind it. As data accumulates it moves up a tier and the recommendation tightens, so thin signals are never presented with the same weight as proven ones.
Tier 1 - Confirmed
Enough of your own history behind the finding
Read straight from your spend, targets and platform health data, with enough volume behind it that Hook Trace states the position rather than hedging it.
Tier 2 - Emerging
Live signal, volume still building
The movement is real but young, so it is surfaced as directional and flagged for a second look before budget or roadmap time is committed to it.
Tier 3 - Modelled
Too little data to measure directly
Estimated from the patterns your own account has already proven, and always labelled as modelled so it is never mistaken for a measured result.
Every finding ends on one of four verdicts
When
Confirmed evidence and material money attached
What happens
It moves to the top of the queue with an owner and the expected impact stated.
When
Worth doing, but needs a slot rather than a scramble
What happens
It is sized and scheduled into the next cycle instead of jumping the queue.
When
Signal forming, evidence still thin
What happens
Tracked daily and escalated automatically the moment it firms up.
When
Noise, or impact too small to be worth an hour
What happens
Closed out with the reason recorded, so it does not resurface every week.
In practice
How Hook Trace works week to week
From connecting your accounts to the review call, here is the shape of it, plus the questions teams ask us most before they start.
Step 1
We connect your accounts
Your spend, targets and platform health data are wired up during onboarding, so Hook Trace works from your own numbers on day one rather than a sample workspace.
Step 2
One timeline for every change
Changes are collected automatically from your ad platforms, the campaign calendar, Revenue Guard and the Decision Centre, then matched to the decision or offer behind them.
Step 3
Cause and effect, measured
Every change gets a before-and-after read on the metrics it should have moved, so you can answer why performance shifted without guesswork.
Step 4
We review it with you
We wire your platforms and calendar into the trace at onboarding so history is complete from day one. Nothing sits in a dashboard waiting to be discovered.
Common questions
Most workspaces are live within a few days of the discovery call. Once your platforms are connected we backfill history, so the first session already shows trends rather than an empty screen.
Hook Trace reads your spend, targets and platform health data directly. Nothing is estimated from benchmarks, and every figure can be traced back to the platform it came from.
Platform, human and automated changes in one feed, Each change attributed to the person or decision behind it, Anything unexplained comes back to you as a question, Before and after windows on spend, CTR, CVR and revenue, and more.
We wire your platforms and calendar into the trace at onboarding so history is complete from day one.
Why teams use it
- Answer 'what changed in performance?' in seconds, not hours.
- Prove which campaign changes actually worked and which did not.
- Keep a complete audit trail across external agencies and internal teams.
How we set this up with you
We wire your platforms and calendar into the trace at onboarding so history is complete from day one.
Our onboarding processWorks alongside
See Hook Trace running on your own data
We build the workspace around your accounts and walk you through it together. No self-serve setup, no trial to configure on your own.
Book a discovery call