Start with delivery
List what was published, where, and when. Save the live links. Compare the delivered work with the agreed scope before discussing performance.
Separate the signals
Reach describes people/accounts exposed; impressions describe displays. Engagements, link clicks, and redemptions measure different actions. Keep their platform definitions and date ranges visible.
Record the actual spend
Include paid media separately from creative and service fees. A low cost per click does not establish profitable sales. Compare any known response with the costs you actually incurred.
Treat missing data honestly
Use “unavailable” when data cannot be retrieved. Zero means a measured zero. If sales attribution is missing, do not infer revenue from likes or multiply clicks by an assumed order value.
Choose one next experiment
Change one meaningful element: the offer, creative, timing, or destination. Record why you chose it and what would count as a useful result. Redemptions show response, not proof that every sale was incremental.