CAMPAIGN MEASUREMENT PLAN
Campaign / owner / reporting period:
Enquiry action / qualification criteria:
Duplicate rule / attribution rule and window:
Spending cap / review date:

Spend:
Unique paid leads / qualified / pending:
CPL / cost per qualified lead / zero note:
Organic / unknown-source enquiries:
Completed sales / reply delays / other costs:

DECISION LOG
Hypothesis:
Observed results and limitations:
Keep / revise / stop, and why:
Next single change / owner / review date: