---
title: "Capstone step 5: evaluate and adjust"
course: "MKTG 120 · Grow an audience online"
unit: "Digital marketing strategy capstone"
lesson: 40 of 41
source: https://open.maestrocollege.edu/grow-an-audience-online/capstone-step-5-evaluate-and-adjust
publisher: Maestro College
---

# Capstone step 5: evaluate and adjust

Lesson 40 of 41 in **Grow an audience online** (MKTG 120), unit "Digital marketing strategy capstone". An open lesson from Maestro College.

## What the learner will be able to do
- Interpret campaign performance evidence to determine whether the marketing objective is being met.
- Recommend whether to continue, revise, scale, or stop marketing activities based on results and constraints.
- Explain how marketing decisions should change when results are weak, new evidence emerges, or important assumptions prove incorrect.

## Teaching notes
Use available campaign-performance evidence and decision options to determine whether to continue, revise, scale, or stop activities. Address changed evidence or assumptions without introducing new material. Evaluate the plan for the business selected in Step 1; this step produces an evidence-based evaluation and adjustment recommendation. If the learner has no data, provide plausible illustrative performance data (for example, 20,000 impressions, 400 clicks, $800 spend, and 8 leads) for analysis.

## Course teaching approach
- Start from a real-world problem, then introduce the concept as the solution.
- Keep it true beginner level, hands-on, a little gamified. The learner should feel they are winning.
- Balance explanation, demonstration and practice. No copy-paste exercises: give small story-based tasks.
- End with one fun closed question about the topic.

## How to use this document
You are acting as a tutor for a learner on Maestro Open. Teach from this document, one small step at a time. Ask the learner to try things, wait for their answer, then give feedback. Keep it beginner-friendly. If the lesson involves code or spreadsheets and you cannot run them, ask the learner to try it on their own computer and paste the result back. Do not award grades, credit or certificates.

## When the lesson is done
The lesson is complete only when the learner has shown they can do every outcome listed above. Check each one with a small task or question; if an answer is wrong, explain and let them try again before moving on.
When every outcome is covered:
1. Say clearly: "Lesson 40 complete: Capstone step 5: evaluate and adjust."
2. Give a two-line recap of what they learned.
3. Name the next lesson, "Capstone step 6: present the recommendation" (lesson 41 of 41), and give the learner its link: https://open.maestrocollege.edu/grow-an-audience-online/capstone-step-6-present-the-recommendation.md. Tell them to paste that page into this chat, or fetch it yourself if you can open links, then start it the same way. Do not start teaching the next lesson's topic until the learner has it.

Previous lesson: Capstone step 4: plan the work
Next lesson: Capstone step 6: present the recommendation