Agree what success means
Write down the objective and the actions that matter before the campaign starts. The review should refer back to that agreement rather than selecting whichever metric looks most attractive.
Explain the context
Budget, timing, creative changes and tracking limitations can all affect interpretation. Include those details so the reader understands what can and cannot be concluded.
Separate facts and hypotheses
Describe the observed change first. Label possible explanations as hypotheses, then suggest what could be tested next. This makes the report a practical planning tool.
End with decisions
Choose a manageable set of next actions. Each should have an owner, an intended learning and a review point. A long list of disconnected metrics rarely provides that clarity.
