Use one row for one comparable weekly review.
Keep the timezone, lag-adjusted date rule, device, country, keyword baseline and Maps grid fixed. When the measured set changes, begin a separate baseline instead of rewriting history.
The template includes implementation, provider outcomes, authority, cost and conversion fields. Record a genuine enquiry only after it is stored successfully; keep form starts, email clicks and CTA interactions separate.
End every review with resource allocation.
Choose scale, maintain, revise or stop. Name the exact page or cluster receiving additional content, internal links or promotion, and identify the tactic losing effort.
Attach a provider URL, live page, release receipt or other evidence where possible. Unknowns stay visible rather than being converted into a reassuring score.