An AGD retrospective connects objectives, execution, observations and decisions. It preserves missing data rather than turning it into zero results.
01STORY BRIEFThe idea in three screens.3 SCREENS
A retrospective starts with what we do not know.
An AGD retrospective connects objectives, execution, observations and decisions.
Separate planned, delivered and measurable posts. Record changes made during execution. A spectacular outcome may come from one idea; a weak outcome may conceal incomplete delivery. Finish with concrete decisions: continue, modify, stop or collect missing evidence.
A useful conclusion can be modest: the concept appears understandable, but the destination was not measured correctly. The next action is to repair measurement before claiming conversion optimization. This avoids restarting a campaign around a number nobody can reproduce and gives the next cycle a precise purpose. Separate what the team learned from what it hoped to learn, even when the latter would make a better presentation.
Keep the uncomfortable rows in the meeting.
A retrospective built from selected successes can tell a persuasive story without improving the next campaign. Start with the complete eligible set, including failed jobs, weak posts, missing observations and decisions to stop. Define which results are mature enough to compare. Put the original creative assets beside the metrics so a change in the audience promise does not disappear inside an average.
A review that can change the next run
- 01Complete record
Include failures, exclusions and missing observations.
- 02Interpretation
Separate facts from the explanations still being tested.
- 03Next decision
Name a concrete change and the evidence it should produce.
Editorial model: a way to reason about the process, not measured platform results.
Separate findings into what the team observed, what it thinks might explain the observation and what it will change next. Assign a specific owner to the next experiment or operating correction. Do not require every campaign to end in a grand lesson; sometimes the useful result is that a measurement gap has been identified or a proposed format was too expensive to review. Preserve the original hypothesis so the final narrative cannot quietly rewrite it. A retrospective should make the next decision less ambiguous, even when the previous campaign did not produce the outcome everyone hoped for.
“A retrospective starts with what we do not know.”
02FIELD KITFrom concept to practice.2 SCREENS
Document departures from the plan.
Adapt this to your audience, budget and test scope.
Put it to work.
- 01Document departures from the plan.
- 02Tie each conclusion to an observation.
Notes & sources.
The limit. A retrospective that changes no decisions can become a decorative presentation.
Further reading is linked throughout this article. Worked examples explain a process; they are not campaign results.
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