Start with a measurement map
For each campaign, record the business objective, funnel role, expected audience response and available data. A video introduction and a high-intent search campaign are doing different jobs. Assigning the same immediate sales target to both can hide useful delivery or encourage the wrong optimization.
Awareness: what was delivered?
Review reach, frequency and relevant video response. These measures help describe exposure and engagement; they do not prove that people remember the brand or that sales increased. Brand lift or other additional research can be considered where feasible, with its method and limitations made clear.
Consideration: did people explore the offer?
Select meaningful actions rather than counting every visit as interest. Product-page interactions, useful destination visits or other relevant engagement can help. Agree the definitions before interpreting changes, and account for the quality of the destination and the relevance of the audience.
Conversion: were the actions valuable?
Track leads or purchases where implementation is reliable, then add business feedback. Duplicate or unsuitable inquiries should not be valued like qualified opportunities. For ecommerce, recorded revenue and return on ad spend need context about margins, returns and what costs the measure includes.
Explain attribution limits
Platform reports assign credit using their own settings and available signals. Adding attributed conversions from several platforms can count the same action more than once. Review definitions and use business records where possible. Platform attribution alone does not demonstrate that advertising caused incremental growth.
End the report with a decision
For each stage, present the objective, delivery or response, interpretation and next action. State where evidence is incomplete. A useful report explains why a campaign should continue, change or receive further investigation, rather than presenting a dashboard without a recommendation.
A planning framework from Kale. Campaign scope, platform availability and measurement depend on your business and the agreed brief.