# Own-brand and non-brand review

- Selected campaigns, dates, account time zone and currency:
- Report definitions and attribution model:
- Own-brand dictionary, variants and version:
- Competitor/product-brand handling:
- Manual review of ambiguous identity and support/login intent:
- Visible query spend and campaign spend; unexplained remainder:
- Row limits, filters and missing data noted:
- Platform conversions kept separate from deduplicated customer outcomes:
- New/returning-customer definition, cohort and cutoff:
- Current brand controls, inventory scope and campaigns affected:
- Other marketing, availability and measurement changes:
- Observation supported by the data:
- Hypothesis requiring more evidence:
- Proposed investigation, owner and review date:

If an incrementality study is justified, specify the comparison or counterfactual, sample/power assessment, spillover risks, primary outcome, time window, exposure limit and recovery plan before changing spend. A simple before/after comparison does not establish causality. A report label does not enforce targeting.