Original blank definition card. Type in green cells and print or save a PDF before closing. No automatic saving, CSV import, data collection or calculation is provided. The blank CSV is a separate manual worksheet. Keep the actual source records in their existing authority.
| Field | Instruction | Your entry |
|---|---|---|
| decision | The actual decision this measure should inform | |
| metric name | Exact native or explicitly editorial metric label | |
| record unit | View, account, action, click, session, order, customer or other defined unit | |
| source owner | The report/system and person supplying it | |
| scope | Campaign, account, post, placement and organic/paid boundary | |
| numerator | Exact included records/actions/value; keep unknown blank | |
| denominator | Exact eligible population/unit, or not applicable for a count | |
| calculation | Formula, rounding and zero/missing-denominator behavior | |
| window | Inclusive start, exclusive end, timezone and any relative followup | |
| captured at | Actual capture timestamp and source revision/export reference | |
| missingness | Unavailable categories, incomplete windows and collection gaps | |
| association rule | What links an outcome to the campaign; not a causal claim | |
| cost scope | For a cost rate: currency and included/excluded verified costs | |
| interpretation limit | What this number cannot establish | |
| next action | The decision, contrary evidence and measurement repair |
Unknown is not zero. A missing or zero denominator leaves a rate undefined. Compatible units and a complete observation window are required before comparing rates.