Reusable planning asset · N10026-004
Choose the strongest measure your records can support
Start with the business goal. Follow the branches in order. Before launch, check the collection path you can actually test; after publication, read the new campaign's own records. If a source is missing, stop at the last supported stage and name the repair.
Editorial example: Mesa Shift below is fictional. Its test receipts are teaching placeholders, not real campaign data or a Superdirector measurement result.
The decision path
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Can you reconcile a real sale?
Find the order or payment authority, a deduplicated transaction ID, the declared campaign association rule and the observation window. Test the join without counting the test as a result.
Yes → Choose verified campaign-associated sales as the primary measure. State that association is not proof of incrementality.
No → Mark sales unresolved and continue to inquiry evidence.
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Can you verify a qualified inquiry?
Write the qualification criteria before launch. Check a dated case record, source identity, status owner and a test of the form-to-case path.
Yes → Choose distinct qualified cases as the primary measure. Keep submitted forms and tagged visits as separate diagnostics.
No → If the form path is tested, choose submitted inquiries only for a form-response decision and label them a process measure. Qualification remains unresolved. If even submissions are untested, continue to exposure evidence.
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Can you verify exposure?
Before launch, confirm report access and the reach or impression definition using a prior sample report. After publication, obtain this campaign's report for the exact account, post and date window. Keep reach and impressions under their own names.
Yes → Plan an exposure proxy. Keep the new post's count unknown until its own report arrives; then report that count at the platform's scope. Do not call it measured awareness lift.
No → No reliable primary measure is available yet. Record the missing report or collection path.
Unresolved is a result of the audit. Missing collection does not mean the campaign produced zero. Assign the destination, event, case-link or transaction repair to an owner before promising the next level of reporting.
What each branch needs
| Branch | Minimum proof | Valid wording | If missing |
|---|---|---|---|
| Verified sale | Order or payment record; unique transaction ID; campaign association rule; reconciled window. | “Verified sales associated with the declared campaign path.” | Keep sales unresolved. Link cases to orders and define the reconciliation window. |
| Qualified inquiry | Predeclared criteria; dated case status; reviewer; tested source link. | “CRM-qualified inquiries associated with the campaign tag.” | Choose tested submitted inquiries only for a form-response decision, labeled as a process measure; add a qualification record before claiming qualified inquiries. |
| Exposure proxy | Before launch: report access and a prior sample defining reach or impressions. After publication: the actual account, post and window report. | Before report: “Planned exposure proxy; count pending.” After report: “Reported reach at the platform's stated scope.” | Request report access or the exact post report. Do not substitute a visible follower count. |
| Unresolved | A named missing source or failed test. | “This outcome was not observable in this setup.” | Assign the collection repair. Do not write zero. |
Blank card: copy for one campaign
Fill the fields before the first post. “Not applicable” is a valid denominator for a count; “unknown” is a valid state for an unobserved outcome. The CSV download includes the same fields.
| Business goal | [Desired business result] |
|---|---|
| Primary measure and tier | [Verified sale / qualified inquiry / submitted inquiry (process) / exposure proxy / unresolved] |
| Source and owner | [System, report, responsible person] |
| Exact definition | [Event or metric, inclusion and deduplication rule] |
| Campaign scope | [Creator, post, destination and tag] |
| Test receipt | [Internal test ID, date and checked destination] |
| Window | [Start, end and timezone] |
| Numerator / denominator | [Counted unit / rate base or “not applicable”] |
| Decision rule | [What this measure will change next] |
| Limits and repair | [What remains unknown, attribution limits and next owner] |
Fictional filled example
Mesa Shift is an invented scheduling-software brand. The setup below illustrates a source check; it reports no real creator or customer result.
| Business goal | Paid subscriptions from U.S. operations teams. |
|---|---|
| Primary measure and tier | Distinct CRM-qualified demo requests; qualified-inquiry tier. Sales unresolved. |
| Source and owner | Fictional CRM case record; CRM owner applies the stated criteria. A prior sample platform reach report establishes a possible exposure diagnostic; this video's report is pending. GA4 records are diagnostics. |
| Exact definition | Case has a creator campaign tag, a demo request, at least 20 staff, a scheduling use case and a reachable consenting contact; deduplicate by case ID. |
| Campaign scope | One creator video, one tagged mobile demo destination; no claims about untagged viewers. |
| Test receipt | Entirely fictional MS-TEST-20261028-01, 2026-10-28 10:15 America/Los_Angeles: internal tester opened https://mesa-shift.example/demo?utm_source=creator&utm_medium=video&utm_campaign=mesa-demo&utm_content=creator-a, submitted synthetic details, checked a generate_lead test event and synthetic qualified CRM case TEST-MS-001. Exclude the test from results; no real receipt exists. |
| Window | Illustrative post planned for 2026-11-02 09:00 America/Los_Angeles; count distinct qualified cases from 2026-11-02 09:00 inclusive to 2026-11-16 09:00 exclusive in that timezone. Recalculate if posting time changes. |
| Numerator / denominator | Distinct qualified case IDs / not applicable; this is a count. |
| Decision rule | Review any qualified cases for buyer fit before repeating the creator brief. If none appear after verified collection, inspect the path before judging the creator. |
| Limits and repair | No campaign-to-payment join; subscriptions and ROI remain unresolved. Carry case IDs into reconciled order records next round. |