The playbook
Paid Media Reporting: Checklist
Use this paid media reporting checklist before a new release, a handoff, or a scheduled review. Its purpose is to verify the decisions that affect reconciled qualified acquisition outcomes. Check an actual campaign or conversion record; a box marked complete without evidence does not show that the customer journey works.
Put the task in context
Show spend, valid leads, qualified opportunities, and confirmed customers with compatible definitions. Keep platform attribution separate from reconciled business totals. Explain the decision the data supports, such as repairing a landing journey or testing a new offer.
Before you use the checklist
Name the exact item being checked and its purpose. Gather channel, spend, conversion basis, decision. If one of those details is unknown, mark it as unknown and assign a way to resolve it. An invented value makes the checklist look complete while weakening every later decision.
Working checklist
| Check | Evidence to keep | Responsible role |
|---|---|---|
| Use consistent cost conversion and attribution definitions | A dated observation showing how channel was verified | campaign lead |
| Separate channel-reported results from reconciled business records | A dated observation showing how spend was verified | creative or tracking owner |
| Recommend a specific next decision with supporting evidence | A dated observation showing how conversion basis was verified | budget owner |
Check the failure path
- Look specifically for this failure: adding platform conversions together when they claim the same customer.
- Reconcile duplicates or clearly label nonadditive reporting. Record the actual correction, not just the intention to make it.
- Repeat the affected task after the correction and check decision.
- Make sure the next owner can find the decision and supporting evidence.
Use three outcomes for each check
Mark an item as complete only when the expected behavior or information has been observed. Mark it as incomplete when a required condition is absent. Use not applicable when the condition genuinely does not belong to the chosen scope, and write a short reason. These states keep a review useful without forcing every process into an identical mold.
For example, if the check is “Use consistent cost conversion and attribution definitions,” a meeting about the subject is not the evidence itself. Retain the relevant channel and spend, the decision made from them, and the result of checking that decision. The record should allow someone who missed the meeting to understand what changed.
Decide what must be resolved first
An incomplete item that prevents explain campaign results in terms of spend quality and business outcomes deserves attention before a cosmetic improvement. Assign an owner and a next action to that issue. Keep optional refinements visible, but do not let them obscure a failure in the core process.
Close the review
Recheck corrected items and note anything still uncertain. The checklist is finished when the next owner understands what was verified and what remains open. Follow reconciled qualified acquisition outcomes using a consistent definition so later reviews can connect execution quality with useful results.
Review offer eligibility and fulfillment capacity alongside campaign response. Demand that the business cannot serve is not a useful acquisition result. Update messages and routing when availability or service boundaries change.
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