Updated for ReMotive Media · 10 September 2026.
Start a measurement plan with the decision it needs to support. Should you enter another market, change the channel mix or invest more in an existing audience?
Give each measure a job.
Reach and impressions help explain delivery. Clicks and enquiries describe response. Revenue and repeat purchases describe business outcomes. Each can be useful; none automatically proves what caused a change.
Agree the comparison.
Record the definition, reporting period, source and baseline before reviewing results. Consider changes in spend, pricing, distribution and seasonality. An attributed conversion is an allocation made by a model, not by itself proof of an additional sale.
Turn the review into a choice.
Decide what to continue, change or test, and what evidence would change that decision. Where a causal answer matters, scope an appropriate comparison or experiment rather than stretching a dashboard beyond what it can show.
Bring this question to your next brief.
Which decision will this report help us make?
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Originally published 2026-02-18. Updated 10 September 2026.