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PPC Change Log

Every change, with its consequence attached.

A reasoned record of what was changed across your accounts, scored on likely impact and corroborated against the performance that followed.

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Already a customer? Open PPC Change Log in your workspace

2
Working areas covered by PPC Change Log
Always on
Guardrails checked against spend and platform health
1-to-1
Your account manager reviews ppc change log with you
hookology.ai / ppc-change-log
  • Answer 'what changed in the campaign?' in seconds.
  • Prove which specific copy changes earned the conversion result.
  • Keep a complete audit trail of account changes across agencies and teams.

Changes scored, not just listed

Each change is scored on intent and materiality, then grouped into families so a single bid strategy switch is not reported as forty separate edits.

  • Intent-aware scoring on every change
  • Corroboration families group related edits
  • Impact reasoning written in plain English

Replay a week and see what moved

Step through any period to see the changes alongside the metrics that followed, so credit and blame are based on evidence.

  • Replay view across any date range
  • Linked directly to Hook Trace movements
  • Filter by account, campaign or person

The shift

What changes once PPC Change Log 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 ppc change log 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 the campaign?' in seconds.
  • Prove which specific copy changes earned the conversion result.
  • Keep a complete audit trail of account changes across agencies and teams.
A change log without consequences attached is just a diary.
How PPC Change Log is designed to work

Inside the product

What PPC Change Log 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 the campaign?' in seconds.
  • Prove which specific copy changes earned the conversion result.
  • Keep a complete audit trail of account changes across agencies and teams.
hookology.ai / ppc-change-log

Workspace / PPC Change Log

PPC Change Log

Northwind Apparel

PPC Change Log

Last 30 days - 24 meaningful edits

Changes scored

21

3 still measuring

Helped

14

+£18,940 revenue effect

Hurt

4

All reverted within a week

Win rate

67%

Against the account baseline

18 Sep 07:30Google AdsShopping daily budget 280 to 340 on Outerwear+£2,260 revenue, ROAS held at 4.1xHelped
16 Sep 14:02MetaAutumn Layers budget 320 to 480+£1,840 revenue, CPA down 8%Helped
14 Sep 09:45Google AdsBrand switched to Target ROAS 420%-9% ROAS, reverted after 4 daysHurt
12 Sep 16:22MetaPaused 2 ad sets in Denim RestockInside normal varianceNo real change
11 Sep 08:10PinterestNew carousel creative live3 of 7 days of post-change dataMeasuring

Campaign Replay rebuilds the account as it looked either side of any edit, so a post-mortem takes minutes.

How confidence works

Three evidence tiers, so nothing is stuck in 'needs data'

Every PPC Change Log 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 PPC Change Log states the position rather than hedging it.

High confidence100%

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.

Medium confidence62%

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.

Directional34%

Every finding ends on one of four verdicts

Act now

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.

Plan it

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.

Watch

When

Signal forming, evidence still thin

What happens

Tracked daily and escalated automatically the moment it firms up.

No action

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 PPC Change Log 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.

  1. Step 1

    We connect your accounts

    Your spend, targets and platform health data are wired up during onboarding, so PPC Change Log works from your own numbers on day one rather than a sample workspace.

  2. Step 2

    Changes scored, not just listed

    Each change is scored on intent and materiality, then grouped into families so a single bid strategy switch is not reported as forty separate edits.

  3. Step 3

    Replay a week and see what moved

    Step through any period to see the changes alongside the metrics that followed, so credit and blame are based on evidence.

  4. Step 4

    We review it with you

    We annotate significant changes as they are made, so the log reads as a narrative rather than a data dump. 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.

PPC Change Log 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.

Intent-aware scoring on every change, Corroboration families group related edits, Impact reasoning written in plain English, Replay view across any date range, and more.

We annotate significant changes as they are made, so the log reads as a narrative rather than a data dump.

Why teams use it

  • Answer 'what changed in the campaign?' in seconds.
  • Prove which specific copy changes earned the conversion result.
  • Keep a complete audit trail of account changes across agencies and teams.

How we set this up with you

We annotate significant changes as they are made, so the log reads as a narrative rather than a data dump.

Our onboarding process

Works alongside

Revenue Guard

Always-on protection for live spend.

View details

Hook Trace

Everything that changed, and what it did.

View details

KPIs & Goals

One shared set of targets, tracked honestly.

View details

See PPC Change Log 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