# Promotion decision brief

This is a planning template, not an instruction to launch ads. Dollar amounts in the accompanying example are fictional.

- Business, offer, service area and responsible person:
- Intended outcome and why it matters:
- Published content to use, if any:
- Creation route and actual goal available in the account:
- Destination and successful test-enquiry check:
- Start/end dates, maximum media spend and any overlapping promotion:
- Unique-enquiry definition and deduplication rule:
- Qualification rule and new-customer definition:
- Response owner, availability and handling standard:
- Other costs to report separately:
- Outcome cutoff, open-lead treatment and review date:
- Known differences from the comparison promotion:
- Primary success measure and guardrails:
- Who reviews a proposal before changes are applied:

Keep media results, business outcomes and causal interpretations separate. Record an inconclusive result if the available evidence cannot resolve the question.