Signal hygiene sprint: five passes before widening lookalikes

Lookalike pools inherit whatever clarity exists upstream. Run five passes: naming audit, PDP parity, creative QA, lookback window sanity, and reviewer alignment. Each pass should finish with a dated note in your activity log.

Naming drift often hides inside duplicate event tags created by well-meaning contractors. Consolidate tags before measuring expansion, even if consolidation delays launch by a few days. External reviewers respond better to a short delay than to contradictory naming stories.

After the sprint, publish a rollback trigger tied to delivery drift so operators know when to shrink reach again. The trigger should reference operational signals, not speculative revenue guesses.