Track deployment, exposure assumptions and customer response as separate questions.
Track deployment, exposure assumptions and customer response as separate questions.
01. Layer one: was the campaign deployed?
Use confirmed schedules, installation images and operator reports to check that the agreed media was deployed. The evidence differs between a static board, a digital screen and an activation.
02. Layer two: what audience estimate is being used?
Ask for the source, date and method behind any footfall or reach estimate. Homes, visitors and impressions are different measures and should not be added together as if they were identical people.
03. Layer three: what response can you observe?
Use channel-specific QR codes, tagged landing pages, distinct enquiry numbers or a simple source question. Keep identifiers practical for the format: a roadside board should not depend on someone scanning while driving.
04. Layer four: what became a qualified enquiry?
Your sales or reception team needs a consistent follow-up process. Compare enquiries, qualified conversations and completed outcomes separately. An ad response is not automatically a sale.
05. Plan the measurement before the artwork
Choose the response route while the creative is being made. Agree who owns reporting and what will be included in the campaign review. Do not retroactively invent audience or attribution data.