Write a creator campaign measurement brief

Agree on the denominator before a campaign begins.

Name the decision the report must support

A reach campaign and a direct-response campaign need different evidence. Write one primary question, such as whether the campaign delivered contracted impressions or whether its attributed acquisition cost fits a planning threshold. Do not change the primary metric after seeing which result looks best.

Define counts and windows

Specify whether views, impressions and unique reach come from the platform, a reporting export or an estimate. Set the reporting window and time zone. For clicks and conversions, record the tracking method, attribution window and deduplication rule. A purchase reported by two systems is not necessarily two purchases.

Build a cost ledger

Include creator fees, production, usage rights, agency fees and paid distribution where applicable. Keep gifted product cost explicit if you include it. A campaign report that divides only the posting fee by conversions can understate the cost of acquiring a customer.

Report uncertainty next to the result

An example report might show $1,000 spend, 100,000 impressions, 2,000 clicks and 40 attributed conversions. It should also say which source counted each number, when it was exported and what could not be measured. Attributed conversions are not a controlled estimate of incremental sales.