APPNEURAL - CAMPAIGN MEASUREMENT
Editable planning worksheet
Source: https://appneural.com/resources/templates

Agree what the campaign should achieve and how events become reportable
outcomes. Keep estimates, observed events and qualified enquiries distinct.

1. CAMPAIGN CONTEXT
Campaign name and reporting period: [fill in]
Campaign owner: [fill in]
Reporting owner and reviewer: [fill in]
Audience and relevant need: [fill in]
Offer and approved message: [fill in]
Channel(s) and landing page(s): [fill in]
Desired action: [fill in]
Budget, currency and measurement window: [fill in]

2. ENQUIRY AND OUTCOME DEFINITIONS
What counts as an enquiry? [specify a successfully received action]
What qualifies an enquiry for this campaign? [define criteria]
What counts as an accepted opportunity or sale? [define criteria]
How are spam, duplicates and test submissions excluded? [fill in]
Who reviews quality, and within what time? [fill in]
Where are the outcome decisions recorded? [fill in]

3. EVENT PLAN
Event | Trigger | Purpose | Allowed fields | Destination | Owner
Landing-page visit | [fill in] | [fill in] | [fill in] | [fill in] | [fill in]
Primary CTA action | [fill in] | [fill in] | [fill in] | [fill in] | [fill in]
Enquiry received | [fill in] | [fill in] | [fill in] | [fill in] | [fill in]
Qualified outcome | [fill in] | [fill in] | [fill in] | [fill in] | [fill in]

Source/medium/campaign naming convention: [fill in]
Attribution model and reporting window: [fill in]
Consent, access and retention arrangements: [fill in]
Fields kept only in the enquiry system rather than analytics: [fill in]
Known gaps, blocked tracking or unmeasured channels: [fill in]

4. MEASURES AND CALCULATIONS
For each measure, define the numerator, denominator and exclusions.
Measure | Definition | Data source | Baseline | Target
Eligible visits | [fill in] | [fill in] | [fill in] | [fill in]
Enquiries | [fill in] | [fill in] | [fill in] | [fill in]
Qualified enquiries | [fill in] | [fill in] | [fill in] | [fill in]
Cost per qualified enquiry | [fill in] | [fill in] | [fill in] | [fill in]
Accepted outcomes | [fill in] | [fill in] | [fill in] | [fill in]

Example calculation to adapt:
Cost per qualified enquiry = included campaign spend / qualified enquiries.
If the denominator is zero, report the counts and mark the rate undefined.
Identify whether spend includes media, production, tools and delivery fees.

5. VERIFICATION BEFORE REPORTING
[ ] Campaign links and landing-page actions are checked.
[ ] Events fire on the intended action, without unwanted duplicate counts.
[ ] Test enquiries are received and identifiable for exclusion.
[ ] Analytics counts and enquiry records are reconciled where possible.
[ ] Reporting filters, dates, timezone and currency are agreed.
Verification date, reviewer and evidence: [fill in]

6. REVIEW AND NEXT ACTION
Observed results for the period: [fill in]
Sample size and known limitations: [fill in]
What changed during the campaign? [fill in]
Interpretation supported by the evidence: [fill in]
Decision: [continue / change / pause]
Next action, owner, budget and review date: [fill in]

This worksheet is a planning aid. Attribution and tracked activity have limits;
do not present an estimated or unverified commercial outcome as a measured result.