Agree the reporting scope before launch. A useful campaign review separates delivery, audience estimates, responses and business outcomes.
| Evidence layer | What it can establish | Its limit |
|---|---|---|
| Installation evidence | A dated photograph or acknowledgement linked to a placement or asset. | Does not establish audience reach or full-period uptime. |
| Playout evidence | Available operator logs linked to screen/creative/date and contracted delivery. | Does not by itself count unique viewers, attention or sales. |
| Audience estimates | A separately sourced estimate with geography, date and methodology. | Should not be silently treated as audited actual exposure or deduplicated cross-media reach. |
| Interactions and enquiries | Defined activity counts and consented enquiries through the agreed response routes. | Are not automatically qualified leads or completed transactions. |
| Business outcomes | Bookings or sales recorded by the advertiser with a stated attribution method. | Cannot all be credited to the campaign without evidence and an appropriate comparison. |
Identify the asset list, reporting owner, available records, frequency, dates, exception treatment and final delivery format. Operator-dependent evidence should be explicitly marked rather than promised by default.
Where a response route is part of the plan, specify the form, number or code, the person receiving enquiries and how responses will be counted.
Reconcile the approved locations, units and period against the supplied records. Document missing placements, downtime or stock variances and the agreed remedy.
Review source-tagged enquiries and advertiser-provided outcomes separately. Mark missing data as unavailable; do not fill the gaps with invented audience or ROI figures.
| Buying detail | What a useful proposal should confirm |
|---|---|
| Scope register | Approved placement/vehicle/store/site IDs, formats, dates and quantities. |
| Delivery register | Agreed installation, activity or available operator reports matched to the scope. |
| Exceptions | What changed, why, when it was reported and how the shortfall was resolved. |
| Response summary | Definitions, source route, counting period, opt-in leads and handover status where commissioned. |
| Limitations | Missing records, estimated data sources, sample checks and attribution restrictions. |
This page describes a proposed reporting framework. It is not a live campaign dashboard or a claim that every media owner supplies the same data.
Tell us where, who and what you want to achieve. We will take it from there.
