Know what your promotion results really mean.
A useful report separates what an ad delivered from what happened on the channel afterward. This is an interpretation guide, not a live campaign report.
Metrics worth checking
The advertising amount actually charged or consumed, where provider data is available.
How often an ad was shown. An impression is not a view or a unique person reached.
Views counted under the provider's rules. They are paid delivery, not proof of lasting audience interest.
Eligible spend divided by eligible ad views for the same reporting period.
Show only segments actually returned by the connected provider. Do not infer missing segments.
Use only metrics supplied by the source; paid and organic analytics may have different definitions.
Report separately only when the source exposes it reliably. Do not attribute all later growth to an ad.
How to make the next decision
- Confirm the campaign delivered and reconcile spend with the provider.
- Compare delivery and cost against the goal chosen before launch.
- Check retention or downstream engagement only when reliable data is available.
- Change one important variable at a time, or stop if evidence does not justify more spend.
- Approve every new budget and targeting change yourself.
Never guarantee views, subscribers, monetisation or return on ad spend. Label missing metrics unavailable—do not estimate them.