The playbook
Paid Media Reporting: Template and Field Guide
This paid media reporting template turns a broad task into a record another person can use. It captures channel, spend, conversion basis, then connects that information to a decision. Copy the table into your working document or system and create a separate record for each item in scope.
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.
Copyable worksheet
| Field | Entry instructions |
|---|---|
| channel | Record the channel associated with this campaign or conversion record. Use a stable reference so later updates can be matched. |
| spend | Record the spend associated with this campaign or conversion record. Keep the value specific enough for another owner to interpret. |
| conversion basis | Record the conversion basis associated with this campaign or conversion record. Keep the value specific enough for another owner to interpret. |
| decision | Record the decision associated with this campaign or conversion record. Keep the value specific enough for another owner to interpret. |
| Decision field | Entry instructions |
|---|---|
| Observed problem | Describe the actual condition and where it was observed. |
| Recommended action | State the smallest action that resolves the documented problem. |
| Evidence | Link to the record, observation, or test supporting the action. |
| Owner and next review | Name the accountable person and when the decision should be revisited. |
How to complete the worksheet
Begin with channel. Use the same reference throughout the record so notes are not attached to the wrong item. Then use consistent cost conversion and attribution definitions. This establishes the information required before the worksheet becomes a request for action.
Next, separate channel-reported results from reconciled business records. Use the observed problem and evidence fields to explain why that step is needed. A useful entry describes an actual condition, such as adding platform conversions together when they claim the same customer, rather than a broad instruction to “improve performance.”
Finally, recommend a specific next decision with supporting evidence. Put reconcile duplicates or clearly label nonadditive reporting in the action field only when it addresses the observed condition. If the problem is different, change the action. The template is a structure for judgment, not a reason to apply the same fix everywhere.
Illustrative completed decision
| Part | Illustrative entry |
|---|---|
| Problem | Adding platform conversions together when they claim the same customer |
| Action | Reconcile duplicates or clearly label nonadditive reporting |
| First check | Use consistent cost conversion and attribution definitions |
| Follow-up check | Recommend a specific next decision with supporting evidence |
| Outcome to define | reconciled qualified acquisition outcomes |
Adapt the fields without losing meaning
You can add fields required by your team, but each should change a decision or preserve necessary context. Keep factual observations separate from recommendations. If spend changes, record the new value and its effective date instead of silently rewriting the context of an earlier decision.
Use the record in a handoff
Ask the receiving owner to explain the next action using only the worksheet. Missing context becomes visible quickly during that exercise. Repair the record before applying the structure to a larger batch. Keep reconciled qualified acquisition outcomes connected to the item so the team can later assess whether the action was useful.
Keep advertising spend, platform-reported conversions, and confirmed business outcomes distinct. Different platforms may claim credit for the same sale. A combined report needs reconciliation or a clear explanation that figures cannot be added.
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