# PPC measurement plan — worked planning example

This is a demonstration worksheet, not a live client account or performance report.

## Business question

Which campaigns generate enquiries the business can fulfil at a viable acquisition cost?

## Event and outcome definitions

| Stage | Definition | Owner | Exclusions |
|---|---|---|---|
| Form submission | Server accepts a valid enquiry | Website owner | Validation failures and duplicate retries |
| Qualified enquiry | Sales confirms service, area and customer fit | Sales owner | Spam, jobs, vendors, unsupported areas/services |
| Booked job | Customer accepts a job or appointment | Operations | Cancellations tracked separately |
| Net value | Agreed revenue less refunds under the business's accounting definition | Finance | Do not substitute quoted value for received revenue |

## Before launch

- Agree consent, privacy and platform requirements for tracking.
- Check that campaign, advertisement, offer and landing page match.
- Confirm actual geographic coverage and exclusions.
- Verify the form or call journey without counting test events as customers.
- Record account ownership and approved access roles.
- Document how attribution works and what it cannot observe.

## Reporting layout

Period: [start] to [end]
Comparison period: [start] to [end]
Campaign and audience: [identify]
Spend: [verified platform value]
Submitted enquiries: [validated source]
Qualified enquiries: [sales-reviewed count]
Cost per qualified enquiry: spend / qualified enquiries; if zero, report not calculable rather than zero cost.
Booked jobs: [operations record]
Known gaps: [consent loss, offline follow-up, attribution window, missing source]
Material changes: [budget, offer, coverage, landing page]
Next decision: [change, continue or investigate] with supporting evidence.

## Example decision without invented results

If a campaign sends unsuitable-area enquiries, first verify geographic settings, search terms and landing-page coverage statements. Resolve the mismatch and compare a documented period before interpreting any change as improved campaign economics. Do not declare success from click-through rate alone.