The “Revert” Trick I Use in Marketing

You know how software developers use GitHub to revert to an earlier version of their code when things go haywire? I’ve started doing something similar in marketing—especially when too much testing breaks what used to work so well.

Here’s How It Works

1. Track Performance Rigorously
   I keep a spreadsheet that tracks daily and weekly performance for the brands I’m working on. This includes all the key metrics: MER, CPA, Revenue, Profit—whatever is relevant.
2. Identify the “Golden” Version
   When I notice that a week’s performance was stellar, I highlight it in my sheet. That way, I have a record of the winning ads, copy, and targeting from that exact period.
3. Revert to That Setup
   If I find that constant testing is causing my results to nosedive, I’ll revert the ad account back to the settings from the last “golden” week. It’s like going back in time to a known good state—just like developers do when they revert to a previous commit.
4. Analyze the Reset
   Once I’ve rolled back, I can see if performance bounces back. If it does, it likely means I broke something with my tests. If it stays low, then maybe it’s just a seasonal shift or some other external factor.

Why This Matters

This “revert” trick has saved me countless hours and a lot of wasted ad spend. Instead of guessing which of my recent changes caused performance to tank, I get to jump back to a setup I already know works. From there, I can decide whether to experiment more—or just let the winning formula ride.

Give it a try next time your account starts tanking after too much testing. It might just save your sanity (and your budget)!