A practical paid-media measurement plan for local businesses

Define qualified actions, attribution limits, and weekly decisions before increasing ad spend.

Start with the business outcome

This step keeps the work tied to observable business needs. Document the baseline, the decision owner, the evidence used, and the next review date. Avoid guarantees and distinguish measured outcomes from estimates or platform-reported attribution.

Separate platform signals from verified results

This step keeps the work tied to observable business needs. Document the baseline, the decision owner, the evidence used, and the next review date. Avoid guarantees and distinguish measured outcomes from estimates or platform-reported attribution.

Use a weekly decision log

This step keeps the work tied to observable business needs. Document the baseline, the decision owner, the evidence used, and the next review date. Avoid guarantees and distinguish measured outcomes from estimates or platform-reported attribution.